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Snack Product Diversification and E-Wom on Purchasing Decision (Study On E-Commerce Shopee Eateat Gresik in Gresik Regency)

Adinda Rizky Hayu Pangestu, A. Yahya Surya Winata

Abstract


The objective of this study is to explain the snack product diversification, E-Wom and purchasing decision in E-commerce Eateat Gresik. Another objective of this study is to partially explain the effect of snack product diversification, E-Wom and purchasing decision in E-commerce Eateat Gresik. This study uses quantitative method using multiple linear regression analysis. This study uses a probability sampling technique; simple random sampling with a sample of 90 respondents. Based on the results of Product diversification and E-WOM (Electronic Word of Mouth) have a positive and significant effect on the level of purchasing decision to e-commerce shopee of Eateat Gresik.


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DOI: https://doi.org/10.21107/jkim.v2i2.17086

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