Pengaruh Variasi Produk, Korean Wave dan Electronic Word of Mouth (E-Wom) Terhadap Keputusan Pembelian Mi Instan Korea Samyang (Buldalk Bukkeummyeom) oleh Gen Z di Kota Jambi

Sherly, Sherly (2024) Pengaruh Variasi Produk, Korean Wave dan Electronic Word of Mouth (E-Wom) Terhadap Keputusan Pembelian Mi Instan Korea Samyang (Buldalk Bukkeummyeom) oleh Gen Z di Kota Jambi. S1 thesis, Universitas Jambi.

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Abstract

Marketing strategies will certainly influence consumers in making purchasing decisions. This research aims to determine the influence of Product Variation, Korean Wave and Electronic Word of Mouth (E-WOM) on the decision to purchase Korean Samyang Instant Noodles (Buldalk Bukkeummyeom) by Gen Z in Jambi City. This research is quantitative in nature and the research used is primary and secondary data. The population used was Generation Z in Jambi City, totaling 150,470 people. Samples were drawn using the Slovin formula with a percentage of 10% with a total of 100 respondents. Data collection was carried out through distributing questionnaires with a Likert Scale. Data testing techniques use Validity Test and Reliability Test, R-Square Test and Hypothesis Test with Booststrapping using SmartPLS 3.0 Software. The research results show that Product Variation, Korean Wave and Electronic Word of Mouth (E-WOM) have a positive and significant effect on Purchasing Decisions.

Type:	Thesis (S1)
Uncontrolled Keywords:	Product Variations, Korean Wave, Electronic Word of Mouth (e-WOM), Purchasing Decisions.
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Sherly
Date Deposited:	13 Mar 2024 07:37
Last Modified:	13 Mar 2024 07:37
URI:	https://repository.unja.ac.id/id/eprint/61813

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