| dc.contributor |
Fakultas Ekonomi dan Bisnis |
|
| dc.creator |
Diputra, Raden Adi Herdiawan |
|
| dc.creator |
Tresnati, Ratih |
|
| dc.creator |
Oktini, Dede R. |
|
| dc.date |
2021-01-31 |
|
| dc.date.accessioned |
2021-03-15T04:08:51Z |
|
| dc.date.available |
2021-03-15T04:08:51Z |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/manajemen/article/view/27041 |
|
| dc.identifier |
10.29313/.v7i1.27041 |
|
| dc.identifier.uri |
http://hdl.handle.net/123456789/29609 |
|
| dc.description |
Abstract. This study aims to determine the application of store atmosphere in Waroeng Raden, to determine the application of electronic word of mouth in Waroeng Raden, to determine purchase decisions in Waroeng Raden, and to determine the influence of store atmosphere and electronic word of mouth toward purchasing decisions in Waroeng Raden. This research activity was carried out at Waroeng Raden Haurgeulis cafe, Indramayu Regency. In this study, researchers used a survey method. By using a quantitative verivative type of research. The sampling technique used incidental sampling where the sample in the study was 100 respondents who visited Waroeng Raden Haurgeulis, Indramayu Regency. The data collection technique used was a questionnaire. The data analysis method used is multiple linear regression analysis in order to determine the data analysis used by the independent variable with the dependent variable. The results of this study indicate that the variable store atmosphere partially has a significant effect on purchasing decisions and the variable electronic word of mouth partially has a significant effect on purchasing decisions. And simultaneously, store atmosphere and electronic word of mouth variables have a significant effect on purchasing decisions at Waroeng Raden Haurgeulis, Indramayu Regency.Keywords: store atmosphere, electronic word of mouth, purchasing decisionsAbstrak. Penelitian ini bertujuan untuk mengetahui penerapan store atmosphere di Waroeng Raden, untuk mengetahui penerapan electronic word of mouth di Waroeng Raden, untuk mengetahui keputusan pembelian di Waroeng Raden, dan untuk mengetahui besar pengaruh store atmosphere dan electronic word of mouth terhadap keputusan pembelian di Waroeng Raden. Kegiatan penelitian ini dilakukan pada kafe Waroeng Raden Haurgeulis Kabupaten Indramayu. Pada penelitian ini, peneliti menggunakan metode survey. Dengan menggunakna jenis penelitian yang bersifat kuantitatif verivikatif. Adapun teknik pengambilan sample yang menggunakan sampling incidental dimana sampel dalam penelitian sebanyak 100 responden yang berkunjung ke Waroeng Raden Haurgeulis Kabupaten Indramayu. Peneliti menggunakna teknik pengumpulan data kuesioner dan metode analisis data analisis regresi linier berganda dengan tujuan untuk mengetahui analisis data yang digunakan variabel independen dengan variabel dependent. Hasil penelitian ini menunjukan bahwa variabel store atmosphere secara parsial berpengaruh signifikan terhadap keputusan pembelian dan variable electronic word of mouth secara parsial berpengaruh signifikan terhadap keputusan pembelian. Serta secara simultan variabel store atmosphere dan electronic word of mouth berpengaruh signifikan terhadap keputusan pembelian pada Waroeng Raden Haurgeulis Kabupaten Indramayu.Kata kunci: store atmosphere, electronic word of mouth, keputusan pembelian |
|
| dc.language |
id |
|
| dc.publisher |
Universitas Islam Bandung |
|
| dc.rights |
Copyright (c) 2021 Prosiding Manajemen |
|
| dc.source |
Prosiding Manajemen; Vol 7, No 1, Prosiding Manajemen (Februari, 2021); 164-167 |
|
| dc.source |
Prosiding Manajemen; Vol 7, No 1, Prosiding Manajemen (Februari, 2021); 164-167 |
|
| dc.source |
2460-6545 |
|
| dc.source |
10.29313/.v7i1 |
|
| dc.subject |
Manajemen |
|
| dc.subject |
store atmosphere, electronic word of mouth, keputusan pembelian |
|
| dc.title |
Pengaruh Store Atmosphere dan Electronic Word Of Mouth (EWOM) Terhadap Keputusan Pembelian (Survey Pelanggan pada Waroeng Raden Haurgeulis Kabupaten Indramayu) |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
Kuantitatif |
|