Pengaruh Promosi dan Word of Mouth terhadap Keputusan Pembelian Shopeefood
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Published:
Sep 21, 2023
Keywords:
Promosi, Word of Mouth, Keputusan Pembelian
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh promosi dan word of mouth terhadap keputusan pembelian Shopeefood Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang. Populasi dalam penelitian ini adalah Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang menggunakan rumus Lemeshow mendapatkan sampel sebanyak 100 responden. Metode pengumpulan data yang digunakan dalam penelitian ini didapat melalui kuesioner. Teknik analisis data yang digunakan adalah analisis regresi berganda. Berdasarkan hasil analisis disimpulkan bahwa promosi dan word of mouth berpengaruh positif dan signifikan secara parsial dan simultan terhadap keputusan pembelian Shopeefood Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Kampus Palembang.
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How to Cite
[1]
“Pengaruh Promosi dan Word of Mouth terhadap Keputusan Pembelian Shopeefood”, intelektualita, vol. 12, no. 2, Sep. 2023, doi: 10.19109/intelektualita.v12i2.19154.
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How to Cite
[1]
“Pengaruh Promosi dan Word of Mouth terhadap Keputusan Pembelian Shopeefood”, intelektualita, vol. 12, no. 2, Sep. 2023, doi: 10.19109/intelektualita.v12i2.19154.