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All Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management
You She Melly Anne Dharasta
Sekolah Tinggi Tekonologi Kedirgantaraan Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Effect of Electronic Word of Mouth and Price on Purchase Decision Mie Ayam Bu Tumini at Yogyakarta Lalu Supardin; Arisman; You She Melly Anne Dharasta
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 5 No. 2 (2022): Juli 2022
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37112/bisman.v5i2.2054

Abstract

This study aims to examine the effect of electronic word of mouth and price on purchase decision Mie Ayam Bu Tumini at Yogyakarta. The respondents in this study were consumers at Yogyakarta. The number of respondents in this study were 115 respondents. Sampling was done by purposive sampling technique. This study uses multiple linear regression analysis technique with SPSS as an analytical tool. The results of multiple linear regression test showed that: 1) Electronic word of mouth partially had a significant effect on purchase decision Mie Ayam Bu Tumini at Yogyakarta. 2) Price partially has a significant effect on purchase decision Mie Ayam Bu Tumini at Yogyakarta. 3) Electronic word of mouth and price simultaneously have a significant effect on purchase decision Mie Ayam Bu Tumini at Yogyakarta. Keywords: Electronic Word of Mouth, Price, Purchase Decision.
Co-Authors Arisman Arisman Lalu Supardin