CD Tesis

Pemngaruh Electronic Word Of Mouth Melalui Instagram Terhadap Keputusan Pembelian Pada Kafe Di Kota Pekanbaru

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The purpose of this study is to examine and analyze the effect of intensity,
content, positive valency, and negative valency on purchasing decisions. The
population in this study are visitors of the cafes that are the object of research in
the city of Pekanbaru, especially for cafes that are not on the pratocol road. The
sample in this study were 108 people. The sample method uses the area sampling
method. The data used in this study are primary and secondary data, while data
collection techniques are using questionnaires. The data analysis technique used
in this study is multiple linear regression.
Research findings indicate that intensity, content, and positive valency
have positive and significant effect on purchasing decisions. Negative valency
significant negative effect on purchasing decisions. This means that the more
negative comments or complaints of consumers over services and food and drinks
served at a cafe, the consumer's purchasing decisions at the cafe will decrease.
Key words : Intensity, Content, Positive Valency, Negative Valency, and
Purchasing Decisions

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 220 (0031)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Manajemen., 2020

Deskripsi Fisik

xii, 105 hlm,; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 220 (0031)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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