Pengaruh Electronic Word of Mouth (e-WOM), Kelompok Acuan dan Promosi terhadap Keputusan Pembelian Smartphone Merek Oppo
DOI:
https://doi.org/10.63217/fibonacci.v1i1.40Keywords:
Electronic Word of Mouth (e-WoM), Kelompok Acuan, Promosi, Keputusan PembelianAbstract
Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh electronic word of mouth (e-WOM), kelompok acuan dan promosi terhadap keputusan pembelian Smartphone Merek OPPO di Ulak Desa Karang Selatan, Padang. Populasi dalam penelitian ini adalah seluruh pengguna smartphone merek Oppo di Desa Ulak Karang Selatan Padang. Penentuan jumlah sampel menggunakan rumus Slovin, jumlah responden sebagai sampel dalam penelitian ini adalah 100 responden. Teknik analisis data yang digunakan adalah analisis regresi linier berganda dan uji statistik t. Hasil penelitian menunjukkan bahwa electronic word of mouth berpengaruh signifikan terhadap keputusan pembelian smartphone Oppo di Desa Ulak Karang Selatan Padang. Kemudian kelompok Acuan berpengaruh signifikan terhadap keputusan pembelian smartphone Oppo di Desa Ulak Karang Selatan Padang. Terakhir promosi berpengaruh signifikan terhadap keputusan pembelian smartphone Oppo di Desa Ulak Karang Selatan Padang.
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