Snack Product Diversification and E-Wom on Purchasing Decision (Study On E-Commerce Shopee Eateat Gresik in Gresik Regency)

Adinda Rizky Hayu Pangestu (Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura)
A. Yahya Surya Winata (Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura)

Jurnal Kajian Ilmu Manajamen
Vol 2, No 2 (2022): Juni

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.