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All Journal Jurnal Kajian Ilmu Manajamen
Adinda Rizky Hayu Pangestu
Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura
Economics, Econometrics & Finance

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Snack Product Diversification and E-Wom on Purchasing Decision (Study On E-Commerce Shopee Eateat Gresik in Gresik Regency) Adinda Rizky Hayu Pangestu; A. Yahya Surya Winata
Jurnal Kajian Ilmu Manajemen (JKIM) Vol 2, No 2 (2022): Juni
Publisher : Management Department of Economics and Business Of Trunojoyo Madura University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (953.432 KB) | DOI: 10.21107/jkim.v2i2.17086

Abstract

The objective of this study is to explain the snack product diversification, E-Wom and purchasing decision in E-commerce Eateat Gresik. Another objective of this study is to partially explain the effect of snack product diversification, E-Wom and purchasing decision in E-commerce Eateat Gresik. This study uses quantitative method using multiple linear regression analysis. This study uses a probability sampling technique; simple random sampling with a sample of 90 respondents. Based on the results of Product diversification and E-WOM (Electronic Word of Mouth) have a positive and significant effect on the level of purchasing decision to e-commerce shopee of Eateat Gresik.
Co-Authors Ahmad Yahya Surya Winata