PENGARUH ELECTRONIC WORD OF MOUTH DAN COUNTRY OF ORIGIN TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE

Wijaya, Maryo (2023) PENGARUH ELECTRONIC WORD OF MOUTH DAN COUNTRY OF ORIGIN TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIXUE. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT This study aims to determine the effect of electronic word of mouth and country of origin on people's purchasing decisions in buying Mixue products. The data used in this study are primary and secondary data. The population in this study are people who follow mixue social media accounts. The sampling technique used was purposive sampling with quantitative methods and obtained 102 people. Hypothesis testing is done by multiple regression analysis. And the results of this study indicate that electronic word of mouth and country of origin influence mixue purchasing decisions. Keywords: Electronic word of mouth, country of origin, purchase decision

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Electronic Word of Mouth ; Country of Origin ; Purchase Decision
Subjects: A General Works > AI Indexes (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Maryo Wijaya
Date Deposited: 03 Mar 2023 10:38
Last Modified: 29 Mar 2023 12:19
URI: http://eprints.ukmc.ac.id/id/eprint/9649

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