Pengaruh Electronic Word of Mouth (eWOM) dan Penetapan Harga terhadap Keputusan Pembelian pada Popo Bakery and Cookies Wonogiri
Pengaruh Electronic Word of Mouth (eWOM) dan Penetapan Harga terhadap Keputusan Pembelian pada Popo Bakery and Cookies Wonogiri
Keywords:
Electronic Word of Mouth (eWOM), Price, Purchasing DecisionsAbstract
The purpose of this study was to to determine the influence of electronic word of mouth (eWOM) and pricing on purchasing decisions at Popo Bakery and Cookies Wonogiri. The data collection methods used are questionnaires and observation, where the data is measured using a Likert scale. The number of samples in this study was 63 respondents who were consumers at Popo Bakery and Cookies Wonogiri. The test tool used to test data analysis was using the SPSS 25 program. The results of the study showed that electronic word of mouth (eWOM) had no effect on Purchasing Decision at Popo Wonogiri Bakery and Cookies. Meanwhile, pricing influences Purchasing Decision at Popo Bakery and Cookies Wonogiri.
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