PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DENGAN ELECTRONIC WORD OF MOUTH (e-WOM) SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen Mie Gacoan Cabang Gejayan)

Fanezza Putri Anggita, . and Asri Sekar Mawar Firdausi, . (2026) PENGARUH KUALITAS PRODUK DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN DENGAN ELECTRONIC WORD OF MOUTH (e-WOM) SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen Mie Gacoan Cabang Gejayan). Skripsi thesis, Universitas Pembangunan Nasional Veteran Yogyakarta.

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Abstract

This research aims to determine the influence of product quality and service quality on purchasing decisions with electronic word of mouth as a mediating variable on consumers of Mie Gacoan Gejayan. This study uses a quantitative approach with data collection through questionnaires measured using a Likert scale. The sample in this study was 200 consumers of Mie Gacoan Cabang Gejayan who were selected using a purposive sampling technique. Data were analyzed using SEM-PLS on SMART PLS 4.1.1.6 software. The results showed that: 1) Product quality has a significant positive effect on e-WOM. 2) Product quality has a significant positive effect on purchasing decisions. 3) Service quality has a significant positive effect on e-WOM. 4) Service quality has a significant positive effect on purchasing decisions. 5) E-WOM has a significant positive effect on purchasing decisions. 6) E-WOM significantly mediates the influence between product quality on purchasing decisions. 7) E-WOM significantly mediates the influence between service quality on purchasing decisions.

Item Type: Tugas Akhir (Skripsi)
Additional Information: FANEZZA PUTRI ANGGITA (Penulis-141220324); Asri Sekar Mawar Firdausi (Pembimbing)
Uncontrolled Keywords: Kualitas Produk, Kualitas Layanan, e-WOM, Keputusan Pembelian
Subjek: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > (S1) Manajemen
Depositing User: Bayu Pambudi
Date Deposited: 18 May 2026 08:06
Last Modified: 18 May 2026 08:06
URI: http://eprints.upnyk.ac.id/id/eprint/48385

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