Pengaruh Iklan Instagram dan E-WOM (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Produk Lamonde

Herianto, Willy (2022) Pengaruh Iklan Instagram dan E-WOM (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Produk Lamonde. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aims to determine and prove whether the instagram advertising and the E-WOM (Electronic Word Of Mouth) have a positive and significant effect on purchasing decisions for Lamonde Products. The population in this study are people in the city of Palembang who had purchased Lamonde products. The sampling technique in this study used purposive sampling with a sample size of 100 respondents. In this study, the data technique used was a questionnaire instrument. The analysis technique used is the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, F test, coefficient of determination, t test, and multiple linear regression analysis. The result showed that the instagram advertising and the E-WOM (Electronic Word Of Mouth) have a positive and significant affect to purchasing decisions for Lamonde. Keywords: instagram advertising, E-WOM (Electronic Word Of Mouth), purchasing decisions, Lamonde.

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