PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) MELALUI INSTAGRAM DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN OLEH GENERASI MILENIAL PADA KONSUMEN FAT BUBBLE CABANG TEBET

Abstract

This study aims to determine whether there is an influence of Electronic Word of Mouth (e-WOM) and Store Atmosphere on Purchasing Decisions. The sampling technique using purposive sampling technique and data collection techniques using a questionnaire. The data analysis technique used is multiple linear regression test, t test, F test and R2. Based on test results and data processing obtained using the SPSS for Windows V.25 program with the following results: (1) Eligible regression models are used to predict all independent variables. (2) Based on the results of the regression test Y = 0.359X1 + 0.562X2 + e and data processing, the results obtained that simultaneously Electronic Variable Word of Mouth (e-WOM) and Store Atmosphere have an influence on Purchasing Decisions. (3) Partial testing of Electronic Electronic Word of Mouth (e-WOM) and Store Atmosphere has a positive and significant influence on Purchasing Decisions. (4) Electronic Word of Mouth (e-WOM) and Store Atmosphere influenced the Purchasing Decision of 71.3% and 28.7% influenced by other factors.