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All Journal CERMIN: Jurnal Penelitian Jurnal Ekonomi dan Bisnis GROWTH (JEBG) Jurnal Mahasiswa Entrepreneur
Arief, Muhammad Yahya
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Social Sciences

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PENGARUH E-WOM DAN KERAGAMAN PRODUK TERHADAP MINAT BELI DAN KEPUTUSAN PEMBELIAN PRODUK MAKANAN PADA PENGGUNA GOFOOD, DENGAN PRICE DISCOUNT SEBAGAI VARIABEL PEMODERASI Komariah, Nurul Dwi; Arief, Muhammad Yahya; Fandiyanto, Randika
Jurnal Mahasiswa Entrepreneurship (JME) Vol 3 No 2 (2024): FEBRUARI 2024
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i2.4844

Abstract

This research aims to determine the significant effect of E-WoM and product diversity on purchasing intentions and purchasing decisions, as well as the significant impact of price discounts in moderating the impact of E-WoM on purchasing decisions. The data source of this research was obtained from the answers of 95 respondents. The sample determination technique used non-probability sampling, namely purposive sampling. The object of this research is Gofood users of Geprek Lek Djo and Zest Chicken. The data analysis used SmartPLS by conducting several tests namely Convergent Validity Test, Reliability Test, Classical Assumption Test, Goodness of Fit Test, Coefficient of Determination Test, Structural Equation Analysis, and Research Hypothesis Test. Test results showed that E-WoM had a positive but not significant effect on purchase intention (H1 was rejected), product diversity had a significant positive effect on purchase intention (H2 was accepted), E-WoM had a positive but not significant effect on purchase decision (H3 was rejected), product diversity had a positive but not significant effect on purchasing decisions (H4 was rejected), purchase intention had a significant positive effect on purchasing decision (H5 was accepted), price discounts had a positive but not significant effect in moderating the impact of E-WoM on purchasing decision (H6 was rejected), E-WoM had a positive but not significant effect on purchasing decision through purchase intention (H7 was rejected), product diversity had a significant effect on purchasing decision through purchase intention (H8 was accepted).
Co-Authors Alip, Gilang Permata Nur Amin, Atssil Revinda Kharisma Ediyanto Ediyanto Fandiyanto, Randika Ghazali, As’ad Al Harisandi, Yudhistira Hendra Syahputra Komariah, Nurul Dwi Lita Permata Sari Marharani, Dyajeng Maydona, Riki Pramesthi, Riska Ayu Riantika, Yuni Rosanti, Adelia Dwi Septian, Bayu Aditya Susanti, Ratna Koba `Aini, Nur