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

Universitas Katolik Musi Charitas

Author

Wijaya, Maryo

Subject

AI Indexes (General) 

Datestamp

2023-03-29 12:19:25 

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 

File :
EA-2023-1922040-cover.pdf
EA-2023-1922040-abstract.pdf
EA-2023-1922040-complete.pdf
EA-2023-1922040-summary_id.pdf
EA-2023-1922040-tableofcontent.pdf
EA-2023-1922040-chapter1.pdf
EA-2023-1922040-chapter2.pdf
EA-2023-1922040-chapter3.pdf
EA-2023-1922040-chapter4.pdf
EA-2023-1922040-conclusion.pdf
EA-2023-1922040-reference.pdf
EA-2023-1922040-attachment.pdf