Saputro, Nugroho Dwi and `, Muhammad Sholahuddin, S.E., M.Si, Ph.D. (2025) Pengaruh Electronic Word Of Mouth Dan Halal Label Terhadap Keputusan Pembelian Mie Gacoan Dengan Kepuasan Pelanggan Sebagai Mediasi. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The research focused on analyzing how electronic word of mouth (e-WOM) and halal certification impact consumers' purchasing decisions for Mie Gacoan, with customer satisfaction acting as a mediating factor. A quantitative approach was employed, collecting data through an online survey answered by 160 respondents chosen via purposive sampling among customers in the Soloraya area. To test the hypotheses, the study utilized Smart PLS software version 4.0 for data analysis. The results demonstrated that while e�WOM significantly affected purchasing decisions, halal labels showed no notable influence. Additionally, customer satisfaction fully mediated the effects of both e-WOM and halal labels on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | sudah di upload di Jurnal COSTING (Economy, Business and Accounting) tahun 2024 |
| Uncontrolled Keywords: | : Electronic word of mouth, Halal label, Customer satisfaction, Purchasing decision. |
| Subjects: | H Social Sciences > HD Management, Business and Labor H Social Sciences > HD Management, Business and Labor > Management H Social Sciences > HD Management, Business and Labor > Management > Production management |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | NUGROHO DWI SAPUTRO |
| Date Deposited: | 18 Jan 2025 02:05 |
| Last Modified: | 12 Sep 2025 03:49 |
| URI: | http://eprints.ums.ac.id/id/eprint/130031 |
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