Pengaruh Electronic Word Of Mouth (E-WOM), Service Quality, Cafe Atmosphere, Dan Price Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Lima Sebelas Coffe and Eatery Malang)

Persalima Casuka Encephalia, Rois Arifin, Arini Fitria Mustapita

Abstract


Abstract

 

The purpose of this research is to determine the influence of electronic word of mouth (E-WOM), service quality, cafe atmosphere, and price on purchasing decisions. The population of this study is all Lima Sebelas Coffee and Eatry consumers Malang. Sampling is taken using the accidental al sampling method and a total sample of 95 people. It uses multiple linear regression models. In this research suggests - electronic word of mouth (E-WOM), service quality, cafe atmosphere, and price influence purchasing decisions. Electronic word of mouth (E-WOM) has a significant positive effect on purchasing decisions. Service quality has a significant negative effect on purchasing decisions. Cafe atmosphere has a significant negative effect on purchasing decisions. Price has a significant positive effect on purchasing decisions.

 

Keywords: Electronic Word Of Mouth (E-WOM), Service Quality, Cafe Atmosphere, Price, Purchasing Decisions


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