Jurnal Ilmiah Edunomika (JIE)
Vol 8, No 3 (2024): EDUNOMIKA

ANALYSIS OF THE INFLUENCE OF EWOM AND PRODUCT DESIGN ON PURCHASING DECISIONS OF ELECTRIC MOTORCYCLES IN SOLO RAYA

Muhammad Rafly Chairulloh (Muhammadiyah University of Surakarta)
Moechammad Nasir (Muhammadiyah University of Surakarta)

Article Info

Publish Date
10 Aug 2024

Abstract

This study aims to analyze the effect of EWOM and Product Design on purchasing decisions for electric motorcycles in Solo Raya. The sample used in this study amounted to 200 respondents who were in Solo Raya. The sampling method using purposive sampling and the data used was primary data in the form of a quetionnaire. The analytical tools used in this study include the measurement model (outer model), Inner model evaluation, and hypothesis testing using the SmartPLS software. The results of this study indicate that the EWOM variable has a positive effect on purchasing decisions and the Product Design variable has a positive effect on purchasing decisions. This means that all variables in EWOM and Product Design have a positive effect on purchasing decisions for electric motorcycles in Solo Raya.

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Journal Info
Jurnal Ilmiah Edunomika (JIE)
Website

Abbrev

jie

Publisher

STIE AAS Surakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Description

Jurnal Ilmiah EDUNOMIKA dengan ISSN 2598-1153, diterbitkan 2 (dua) kali setahun (Pebruari dan Agustus) oleh LPPM STIE AAS Surakarta bekerjasama dengan Pusat Kajian Pendidikan dan Ekonomi (PUSKAPE), Yayasan Keluarga Muslim Al Azarul Ulum Sukoharjo. Terbit pertama pada bulan Pebruari 2017. Redaksi ...