Pengaruh Electronic Word of Mouth dan Promosi Terhadap Proses Keputusan Pembelian Youtube Membership Kobolonimbus
Abstract
"The Influence of Electronic Word of Mouth and Promotion on the
Purchasing Decision Process of Kobolonimbus Youtube Membership".
Under the guidance of Fety Nurlia Muzayanah SE., M.Sc. S1 Management
Program, Faculty of Economics, University of Singaperbangsa Karawang.
This study aims to determine the partial and simultaneous significant effect
of electronic word of mouth and promotion on the Purchase Decision
Process of kobolonimbus membership youtube. The research is quantitative
with descriptive and verification analysis and uses non-probability sampling
purposive sampling techniques. The sample in this study were members of
the Kobolonimbus Youtube Membership who were buying or had bought a
Kobolonimbus YouTube membership, totaling 384 respondents. the data
used is primary data resulting from distributing questionnaires which are
then processed using SPSS for windows 21. The data is processed using a
multiple linear regression analysis model. Hypothesis testing was carried out
using the t test and f test. The results of this study show that electronic word
of mouth and promotion have a partial and simultaneou
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