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
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Institusion
Universitas Jambi
Author
Sherly, Sherly
Subject
L Education (General)
Datestamp
2024-03-13 07:37:06
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.
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.
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