SKRIPSI: Pengaruh Electronic Word of Mouth melalui Google Review terhadap Keputusan Mahasiswa Mengunjungi Kafe di Sleman Yogyakarta

Rosi, Susanti (2023) SKRIPSI: Pengaruh Electronic Word of Mouth melalui Google Review terhadap Keputusan Mahasiswa Mengunjungi Kafe di Sleman Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the influence of electronic word of mouth dimensions, namely the Intensity (X1), Valence of Opinion (X2) and Content (X3) variables on Visit Decision (Y). The research method used was the quantitative method with a sample size of 105 students who visited Kobessah Kopi, Basabasi Café, and Bento Kopi in Sleman Yogyakarta. The sampling technique uses the Nonprobability sampling model. The method used is purposive sampling method. The tests used in this study were validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, t test and coefficient of determination test. The results of this study indicate that: 1) Intensity variable has no effect on visiting decisions, 2) Valence of Opinion has a significant effect on visiting decisions, 3) Content has a significant effect on visiting. Based on testing the coefficient of determination (adjusted R2) shows a result of 0.709 (70%), which means that the Intensity, Valence of Opinion, and Content variables contribute 70% to the Visit Decision variable, while the remaining 30% is explained by other variables not included in this study.

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