PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PT. KREMA KOFFIE INDONESIA
PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PT. KREMA KOFFIE INDONESIA (STUDI KASUS PADA KREMA KOFFIE KOTA PEKANBARU)
Keywords:
Electronic Word of Mouth, : price perception, Purchase DecisionsAbstract
This study aims to determine the effect of electronic word of mouth and price perception on purchasing decisions. The research subjects are consumers who purchase products at Krema Koffie, with the population size unknown. The study involves 100 respondents selected using a non-probability sampling technique, specifically accidental sampling, where samples are chosen randomly according to the study's objectives. Data processing and analysis are conducted using multiple linear regression analysis, with classical assumption and hypothesis tests performed using SPSS version 26. The results indicate that the variable electronic word of mouth does not significantly impact purchasing decisions, whereas price perception has a significant effect. Additionally, both electronic word of mouth and price perception, when considered together, significantly influence purchasing decisions. The R Square value is 0.515, meaning that 51.5% of the purchasing decisions are influenced by electronic word of mouth and price perception, while the remaining 48.5% is affected by other factors not covered in this study
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