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PENGARUH SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS PALEMBANG INDAH MALL PADA MASYARAKAT DI KOTA PALEMBANG

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This research aims to investigate the influence of Social Media Marketing and Electronic Word of Mouth (E-WOM) on purchasing decisions for consumer Starbucks Palembang Indah Mall in Palembang City. The method is a quantitative method using primary data. The sampling technique uses non-probability sampling. By distributions to 100 respondents, who had made purchases at Starbucks Palembang Indah Mall. Based on the statistical t test used, it can be concluded that the social media marketing and the electronic word of mouth (E-WOM) variable has a partially significant effect on purchasing decisions. Based on the simultaneous F test, the results showed that the social media marketing and electronic word of mouth (E- WOM) variables simultaneously had a significant effect on purchasing decisions for Starbucks Palembang Indah Mall.

Availability
Inventory Code Barcode Call Number Location Status
2407002769T1440031T14400312024Central Library (Referensi)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1440312024
Publisher
Indralaya : Fakultas Ekonomi Universitas Sriwijaya.,
Collation
xviii, 79 hlm.; ilus.; tab.; 28cm
Language
Indonesia
ISBN/ISSN
-
Classification
658.020 7
Content Type
Text
Media Type
unmediated
Carrier Type
unspecified
Edition
-
Subject(s)
Prodi Manajemen
Sosial Media Marketing
Specific Detail Info
-
Statement of Responsibility
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No other version available

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