Aisyah, Arina Daffa (2026) PENGARUH KUALITAS PRODUK, HARGA DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN MILLECREPES (STUDI KASUS PADA GBOB SNACK AND CATERING SEMARANG). Sarjana (S1) thesis, Universitas BPD.
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Abstract
Abstract
This study aims to analyze the influence of product quality, price and electronic word of
mouth on purchasing decisions of millecrepes at GBob Snack and Catering Semarang. This
research uses a quantitative approach with data collection techniques through
questionnaires distributed to 100 respondents using purposive sampling techniques. Data
analysis was carried out using validity tests, reliability tests, classical assumption tests,
multiple linear regression analysis, t-tests, F-tests, and coefficient of determination with the
help of SPSS. The results of the study are expected to show that product quality and price
have a positive and significant effect on purchasing decisions, meaning that the better the
product quality and the more appropriate the price offered, the higher the consumer
purchasing decisions for millecrepes products at GBob Snack and Catering Semarang.
| Item Type: | Thesis (Sarjana (S1)) |
|---|---|
| Additional Information: | Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga dan Electronic Word of Mouth (E-WOM) terhadap keputusan pembelian Millecrepes pada GBob Snack and Catering Semarang. Penelitian menggunakan pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner yang disebarkan kepada 100 responden menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi dengan bantuan SPSS. Hasil penelitian diharapkan menunjukkan bahwa kualitas produk dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian, sehingga semakin baik kualitas produk dan semakin sesuai harga yang ditawarkan, maka semakin tinggi keputusan pembelian konsumen terhadap produk Millecrepes pada GBob Snack and Catering Semarang. |
| Uncontrolled Keywords: | Kualitas Produk,Harga, E-WOM, Keputusan Pembelian |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 02 Sep 2026 04:05 |
| Last Modified: | 02 Sep 2026 04:05 |
| URI: | https://eprints.ubpd.ac.id/id/eprint/172 |
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