SKRIPSI: Pengaruh Electronic Word of Mouth (E-Wom) pada Media Sosial Instagram, Inovasi Produk, dan Kualitas Produk terhadap Keputusan Pembelian Ethnic Fashion Produk “Iweardoremi”

Fazira, Fazira (2024) SKRIPSI: Pengaruh Electronic Word of Mouth (E-Wom) pada Media Sosial Instagram, Inovasi Produk, dan Kualitas Produk terhadap Keputusan Pembelian Ethnic Fashion Produk “Iweardoremi”. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to determine the influence of electronic word of mouth, product innovation and product quality on purchasing decisions for Iweardoremi ethnic fashion products. The data collection method uses a questionnaire distributed using Google Form. Sampling was carried out using Non Probability Sampling with purposive sampling technique. The number of samples in this study was 105 respondents. The population in this research are consumers who have purchased Iweardoremi products. In this research, the data analysis technique used is multiple linear regression analysis. The results of this research show that (1) Electronic Word of Mouth has a positive effect on purchasing decisions, (2) Product Innovation has a positive effect on purchasing decisions, (3) Product Quality has a positive effect on purchasing decisions.

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