Pengaruh Sales Promotion dan Electronic Word of Mouth (E-Wom) terhadap Minat Beli Produk Amdk Aquviva

Nanda, Cakra (2026) Pengaruh Sales Promotion dan Electronic Word of Mouth (E-Wom) terhadap Minat Beli Produk Amdk Aquviva. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to testing and analysing the effect of sales promotion and electronic word of mouth (e-wom) on the purchase intention of Aquviva bottled drinking water products as a newcomer in a competitive market. The research method used is quantitative with a population of all potential consumers who know Aquviva products and actively use social media. The sampling technique uses non-probability sampling with a purposive sampling method, data is distributed through an online questionnaire, so that a sample of 120 respondents is obtained. The data analysis technique used is multiple linear regression analysis with the help of SPSS 26. The results of the study indicate that partially, the Sales Promotion variable has a positive and significant effect on Purchase Intention. Likewise, the Electronic Word of Mouth variable has a positive and significant effect partially on Purchase Intention. Simultaneously, Sales Promotion and Electronic Word of Mouth have a significant effect on Purchase Intention. These findings indicate that direct gift strategies are the main trigger for purchase interest in new products, but need to be supported by quality educational information on social media to maintain brand credibility in the long term.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Sales Promotion, Electronic Word of Mouth, Minat Beli, Aquviva
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Theses - S1 > Management Study Program
Depositing User: Users 3925 not found.
Date Deposited: 24 Jul 2026 04:26
Last Modified: 24 Jul 2026 04:26
URI: http://eprints.ukmc.ac.id/id/eprint/15711

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