PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM), KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA MAKARONIMU CABANG MADIUN

Abstract

The development of the culinary snack business in Indonesia is currently increasing. One of them is the Makaronimu product snack business in Madiun. This study aims to determine the effect of Electronic Word Of Mouth (E-WOM), Product Quality, Price and Promotion on Purchasing Decisions at Makaronimu Madiun Branch. This study uses a quantitative research method. The population in this study were Makaronimu consumers as many as 385 people through a questionnaire. The data collection technique used was purposive sampling. Methods of data analysis in this study using Multiple Regression Analysis using the SPSS version 25 program. Data analysis was performed using the Classical Assumption Test, Multiple Regression Analysis Test, t Test. The results of this study indicate that. 1) Electronic Word Of Mouth (E-WOM) has a positive and significant effect on your Makaronimu buying decision. 2) Product quality has a positive and significant effect on Makaronimu purchasing decisions. 3) Price has a positive and significant effect on your Makaronimu buying decision. 4) Promotion has a positive and significant effect on your Makaronimu buying decision