@thesis{thesis,
		author={Sherly  Sherly},
		title ={Pengaruh Variasi Produk, Korean Wave dan Electronic Word of Mouth (E-Wom) Terhadap Keputusan Pembelian Mi Instan Korea Samyang (Buldalk Bukkeummyeom) oleh Gen Z di Kota Jambi},
		year={2024},
		url={http://repository.unja.ac.id/61813/},
		abstract={Marketing strategies will certainly influence consumers in making purchasing decisions. This research aims to determine the influence of Product Variation, Korean Wave and Electronic Word of Mouth (E-WOM) on the decision to purchase Korean Samyang Instant Noodles (Buldalk Bukkeummyeom) by Gen Z in Jambi City. This research is quantitative in nature and the research used is primary and secondary data. The population used was Generation Z in Jambi City, totaling 150,470 people. Samples were drawn using the Slovin formula with a percentage of 10% with a total of 100 respondents. Data collection was carried out through distributing questionnaires with a Likert Scale. Data testing techniques use Validity Test and Reliability Test, R-Square Test and Hypothesis Test with Booststrapping using SmartPLS 3.0 Software. The research results show that Product Variation, Korean Wave and Electronic Word of Mouth (E-WOM) have a positive and significant effect on Purchasing Decisions.}
		}