PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN BURGERCHILL : Survey terhadap pengikut akun Instagram @burgerchill.id

Naufal Fadhilah Munif, - and Vanessa Gaffar, - and Arief Budiman, - (2025) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN BURGERCHILL : Survey terhadap pengikut akun Instagram @burgerchill.id. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth (e-WOM) terhadap keputusan pembelian produk burgerchill . E-WOM, sebagai salah satu strategi komunikasi pemasaran berbasis digital, telah menjadi alat penting dalam mempengaruhi perilaku konsumen. Variabel independen dalam penelitian ini adalah e-WOM, yang diukur melalui tiga indikator: quality, quantity, dan sender expertise. Variabel dependen adalah keputusan pembelian, yang diukur melalui 3 indikator : preferensi belanja, loyalitas, dan rekomendasi. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan desain deskriptif. Data dikumpulkan melalui kuesioner online yang disebarkan kepada 372 responden yang merupakan pengikut @burgerchill.id di instagram dan telah membeli produk burgerchill. Teknik analisis data mencakup uji validitas, reliabilitas, analisis deskriptif, dan verifikatif dengan menggunakan uji normalitas, korelasi, regresi sederhana, dan koefisien determinasi. This study aims to analyze the influence of Electronic Word of Mouth (e-WOM) on the purchasing decisions of Burgerchill products. As a digital-based marketing communication strategy, e-WOM has become an essential tool in influencing consumer behavior. The independent variable in this study is e-WOM, measured through three indicators: quality, quantity, and sender expertise. The dependent variable is purchasing decision, measured through three indicators: shopping preference, loyalty, and recommendation. This research employs a quantitative approach with a descriptive design. Data were collected through an online questionnaire distributed to 372 respondents who are followers of @burgerchill.id on Instagram and have purchased Burgerchill products. The data analysis techniques include validity testing, reliability testing, descriptive analysis, and verification analysis using normality testing, correlation, simple regression, and coefficient of determination.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembinmbing : Vanessa Gaffar : 5992927 Arief Budiman : 5993246
Uncontrolled Keywords:	Electronic Word of Mouth, Keputusan Pembelian, UMKM Electronic Word of Mouth, Purchasing Decision, MSME
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Naufal Fadhilah Munif
Date Deposited:	09 Oct 2025 06:44
Last Modified:	09 Oct 2025 06:44
URI:	http://repository.upi.edu/id/eprint/142787

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