Pengaruh Electronic Word of Mouth dan Diferensiasi Produk terhadap Keputusan Pembelian Konsumen

Abstract

At this time there is a very rapid development in the culinary field, as evidenced by the discovery of restaurants on every side of the road, one of which is the Gang Nikmat Restaurant. The purpose of this research is to find out how much influence the Electronic Word of Mouth and Product Differentiation on Consumer Purchase Decisions at Gang Nikmat Restaurant. The method used is the quantitatif method, and the sampling technique is by using incidental sampling. This type of research is a verification research with a quantitative approach. In this study, the population is the consumers of Gang Nikmat Restaurant, with a sample of 100 respondents. The data analysis method in this study uses multiple regression analysis method which aims to determine the relationship between the independent variable Electronic Word of Mouth (X1) and Product Differentiation (X2) with the dependent variable Purchase Decision (Y). So the results of this study are each variable Electronic Word of Mouth and Product Differentiation partially have a significant effect on Purchasing Decisions. And the two variables, the Electronic Word of Mouth and Product Differentiation simultaneously have a significant effect on Purchasing Decisions at Gang Nikmat Restaurant Consumers.