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Elfenia, Elfenia Haqqu Aurel
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Economics, Econometrics & Finance

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Pengaruh Electronic Word Of Mouth, Kualitas Produk Dan Persepsi Harga Terhadap Keputusan Pembelian Di Ayam Woku Dapoer Ceisya Jakarta Timur Elfenia, Elfenia Haqqu Aurel; Cyasmoro, Verry
Journal of Economics, Bussiness and Management Issues Vol. 2 No. 4 (2025): September
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jebmi.v2i4.732

Abstract

The purpose of this study is to examine how pricing perception, product quality, and Electronic Word of Mouth (e-WOM) affect decisions to buy at Ayam Woku Dapoer Ceisya in East Jakarta.  This study employs a survey methodology and a quantitative approach, gathering primary data from 100 participants via online questionnaires disseminated via Google Forms.  Accidental sampling is the method of sampling that is employed.  “The F-test, coefficient of determination (R2), t-test, multiple linear regression analysis, and classical assumption tests were performed in SPSS.   The study found that product quality and pricing perceptions positively and significantly affect buying decisions.   No e-WOM impact was seen.   The F-test shows that price perception, product quality, and e-WOM influence simultaneous purchases”.   The coefficient of determination (R2) of 0.786 shows that these three factors explain 78.6% of purchasing decisions.  This study offers factual proof that consumers' perceptions of product quality and pricing are important factors when making judgments about what to buy in the culinary sector.
Co-Authors Verry Cyasmoro