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PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PEMPEK CANDY OLEH MASYARAKAT KOTA PALEMBANG

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This study aims to analyze the influence of E-WOM on purchasing decisions of Pempek Candy in Palembang City. E-WOM is measured using three main indicators: intensity, valency of opinion, and content. This research adopts a quantitative method by distributing questionnaires to 100 respondents who purchased Pempek Candy within the last six months. Data analysis includes validity tests, reliability tests, t-tests, F-tests, and multiple regression analysis. The results indicate that E-WOM has a positive and significant effect both partially and simultaneously on purchasing decisions. The most dominant indicator is content, proving that information completeness plays a critical role in consumers' decision-making process. This study highlights the need for local culinary businesses to optimize digital reviews as part of their marketing strategy.

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Detail Information

Series Title

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Call Number

T1935622026

Publisher

Indralaya : Prodi Ekonomi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2026

Collation

xix, 70 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.834 307

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

Perilaku konsumen
Prodi Ekonomi Manajemen

Specific Detail Info

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Statement of Responsibility

KA

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