CAHYA AULIA, REGITA (2024) PENGARUH WORD OF MOUTH (WOM) DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN KOPI SIAP MINUM NESCAFE (Suatu Kasus Konsumen Pada Mahasiswa Jurusan Agribisnis Universitas Sultan Ageng Tirtayasa, Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The Fast Moving Consumer Goods (FMCG) coffee industry business category is continuously evolving, and one of the coffees frequently consumed by the public is Nescafe's ready-to-drink coffee. Modern consumers show a low level of trust in companies and brands, being more influenced by others whom they perceive as more honest and reliable. This research aims to analyze the simultaneous and partial effects of word of mouth (WOM) and electronic word of mouth (E-WOM) on purchasing decisions, identify the most dominant variables influencing these decisions, and examine respondent characteristics related to purchasing decisions. The study utilizes a quantitative descriptive research approach, involving a sample of 75 respondents analyzed with multiple linear regression. The coefficient of determination (R2) indicates that the studied independent variables can explain 49.1% of WOM and E-WOM, with the remaining 50.9% explained by other factors. The results of the partial test reveal that WOM and E-WOM individually or partially have a significant impact on the purchasing decision for Nescafe's ready-to-drink coffee. Simultaneous testing explains that WOM and E-WOM jointly or simultaneously have a significant effect on the purchasing decision for Nescafe's ready-to-drink coffee. The most dominant variable is E-WOM, the dominant consumers are male, and the most favored flavor variant is Nescafé Ala Cafe Cappuccino.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Industri bisnis kopi Fast Moving Consumer Goods (FMCG) terus berkembang, dan salah satu kopi yang sering dikonsumsi oleh masyarakat adalah kopi siap minum Nescafe. Konsumen modern menunjukkan tingkat kepercayaan yang rendah pada perusahaan dan merek, lebih dipengaruhi oleh orang lain yang mereka anggap lebih jujur dan dapat diandalkan. Penelitian ini bertujuan untuk menganalisis pengaruh secara simultan dan parsial dari word of mouth (WOM) dan electronic word of mouth (E-WOM) terhadap keputusan pembelian, menganalisis variabel dominan yang memengaruhi keputusan tersebut, dan menganalisis karakteristik responden terkait dengan keputusan pembelian. Penelitian ini menggunakan pendekatan penelitian deskriptif kuantitatif, melibatkan sampel sebanyak 75 responden yang dianalisis dengan regresi linear berganda. Koefisien determinasi (R2) menunjukkan bahwa variabel independen dapat menjelaskan 49,1% WOM dan E-WOM, sebesar 50,9% dijelaskan oleh faktor lain. Hasil uji parsial menjelaskan bahwa WOM dan E-WOM secara parsial memiliki pengaruh signifikan pada keputusan pembelian kopi siap minum Nescafe. Pengujian simultan menjelaskan bahwa WOM dan E-WOM bersama-sama atau secara simultan memiliki pengaruh signifikan pada keputusan pembelian kopi siap minum Nescafe. Variabel paling dominan adalah E-WOM, konsumen dominan adalah alaki-laki, dan varian rasa yang paling disukai adalah Nescafé Ala Cafe Cappuccino. | |||||||||
| Uncontrolled Keywords: | EWOM, Nescafe ready to drink coffee, purchase decision, WOM | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | regita cahya aulia | |||||||||
| Date Deposited: | 16 Feb 2024 11:39 | |||||||||
| Last Modified: | 16 Feb 2024 11:39 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/33013 |
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