Peran Sikap Memediasi Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian

(Studi Terhadap Konsumen Anomali Coffee di Ubud Gianyar)

Authors

  • I Kadek Bayu Maha Putra Universitas Hindu Indonesia
  • A.A. Gede Ngurah Sadiartha Universitas Hindu Indonesia
  • Putu Herny Susanti Universitas Hindu Indonesia

DOI:

https://doi.org/10.32795/vol4wamrtno1th24

Keywords:

electronic word of mouth, EWOM, sikap, keputusan pembelian

Abstract

Purchasing decision is a condition in which a consumer ultimately chooses at least one option from the results of evaluating several available options.. EWOM has an influence on purchasing decisions and also affects attitudes and attitudes that affect purchasing decisions so that attitudes can mediate the influence of EWOM on purchasing decisions. This study aims to determine the effect of EWOM on purchasing decisions mediated by attitudes. The research sample was 120 customers at Café Anomali Ubud, taken by multiplying the number of indicators by ten. The collected data were analyzed using path analysis. The results of the analysis prove that EWOM has a positive and significant effect on attitudes, EWOM has a positive and significant effect on purchasing decisions, attitudes have a positive and significant effect on purchasing decisions, and attitudes mediate the influence of EWOM on purchasing decisions.

 

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Published

2024-02-01

Issue

Vol. 4 No. 2 (2024): Widya Amrita: Jurnal Manajemen, Kewirausahaan dan Pariwisata

Section

Articles

How to Cite

Peran Sikap Memediasi Pengaruh Electronic Word of Mouth terhadap Keputusan Pembelian: (Studi Terhadap Konsumen Anomali Coffee di Ubud Gianyar). (2024). WidyaAmrita: Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 4(2), 293-301. https://doi.org/10.32795/vol4wamrtno1th24