Gibran Tsabit Putra Widodo, . (2025) PENGARUH EWOM, PEMASARAN VIRAL, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA STARBUCKS INDONESIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (226kB) |
|
Text
AWAL.pdf Download (724kB) |
|
Text
BAB 1.pdf Restricted to Repository UPNVJ Only Download (338kB) |
|
Text
BAB 2.pdf Restricted to Repository UPNVJ Only Download (399kB) |
|
Text
BAB 3.pdf Restricted to Repository UPNVJ Only Download (408kB) |
|
Text
BAB 4.pdf Restricted to Repository UPNVJ Only Download (551kB) |
|
Text
BAB 5.pdf Download (246kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (252kB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository staff only Download (138kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (573kB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (18MB) |
|
Text
ARTIKEL.pdf Restricted to Repository staff only Download (331kB) |
Abstract
The growth of the food and beverage (F&B) industry in Indonesia has shown a significant increase in recent years, driven by the rising consumption activities in cafés and modern beverage outlets. Starbucks Indonesia, as one of the major players in this sector, faces increasingly complex dynamics, particularly regarding changes in consumer behavior when making purchase decisions. Therefore, this study aims to identify, examine, and analyze the influence of Electronic Word of Mouth (eWOM), Viral Marketing, and Product Quality on Purchase Decisions at Starbucks Indonesia. The research sample consisted of 120 respondents who reside or engage in activities within DKI Jakarta and have previously purchased Starbucks Indonesia products, selected using purposive sampling. This study employed the Partial Least Square – Structural Equation Modelling (PLS-SEM) method using SmartPLS 4.0 for data analysis. The findings indicate that eWOM does not influence purchase decisions, whereas viral marketing significantly influences purchase decisions, and product quality also has a significant effect on consumer purchase decisions at Starbucks Indonesia.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111239] [Pembimbing: Miguna Astuti] [Penguji 1: Suharyati] [Ketua Penguji: Guntur Syahputra Saragih] |
| Uncontrolled Keywords: | EWOM, Viral Marketing, Product Quality, and Purchase Decision |
| Subjects: | H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | GIBRAN TSABIT PUTRA WIDODO |
| Date Deposited: | 26 Mar 2026 03:55 |
| Last Modified: | 26 Mar 2026 03:55 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41073 |
Actions (login required)
 |
View Item |