PENGARUH PROMOSI DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN WARUNG PAS NORMAL (WARPAS) DI MADIUN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING

Alya Kholidiyah, Rizal Ula Ananta Fauzi

Abstract


The purposeof this study was to determine the influence of promotion, e-wom on purchasing decisions of warung pas normal (warpas) in Madiun through purchase interest as an intervening variable. The data source in this study is primary data where the data collection methodses aquestion naireme thodwitha purposive sampling technique distributed to consumers of warung pas normal (warpas). The number of sample sused was 324 respondents. The research methoduse disaquantitative approachusing Structural Equation Model (SEM) analysis using the helpof Smart PLS (PartialLeast Square) software version 3.


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https://doi.org/10.56107/urtility.v1i1


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