Pengaruh e-WOM, Brand Trust, dan Brand Ambassador Terhadap Keputusan Pembelian Pada Fore Coffee di Kota Palembang

Brillian, Marco (2024) Pengaruh e-WOM, Brand Trust, dan Brand Ambassador Terhadap Keputusan Pembelian Pada Fore Coffee di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims to find out whether the variables e-WOM, Brand Trust, and Brand Ambassador have an influence on purchasing decisions at Fore Coffee in the city of Palembang. The sample determined in this research uses a non-probability sampling method, namely purposive sampling, where if specifically determined, it has the following criteria: Consumers aged at least 17 years and a maximum of 45 years, domiciled in Palembang, as well as consumers who have purchased fore coffee products either online. in or take away. The data analysis technique used is multiple linear regression analysis using SPSS 24 to determine the influence of the e-WOM, Brand Trust and Brand Ambassador variables on purchasing decisions. The results of the research conducted state that e-WOM, Brand Trust and Brand Ambassador have a positive and significant influence on purchasing decisions.

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