Pengaruh Electronic Word of Mouth (e-WoM), Kelompok Teman Sebaya (Peer Group) dan Gaya Hidup Hedonis pada Keputusan Pembelian Konsumen Filosofi Kopi Jogja

  • Topri Dwi Wacono Universitas Sarjanawiyata Tamansiswa Yogyakarta
  • Ambar Lukitaningsih Universitas Sarjanawiyata Tamansiswa Yogyakarta
  • Bernadetta Diansepti Maharani Universitas Sarjanawiyata Tamansiswa Yogyakarta
DOI: https://doi.org/10.54066/jbe.v6i1.95
Keywords: Electronic Word of Mouth, Peer Group, Gaya Hidup Hedonis, Keputusan Pembelian, Filosofi Kopi Jogja

Abstract

Tujuan dari penelitian ini adalah untuk menguji electronic word of mouth, peer group, dan gaya hidup hedonis pada Keputusan pembelian konsumen Filosofi Kopi Jogja. Penelitian ini menggunakan metode penlitian kuantitatif dengan teknik pengambilan sampel non-probabilitas sampling. Hasil dari penelitian ini menunjukkan bahwa electronic word of mouth dan gaya hidup hedonis mempengaruhi keputusan pembelian. Hal ini menunjukkan bahwa semakin tinggi kecenderungan seseorang melakukan electronic word of mouth, maka semakin tinggi juga kemungkinan melakukan keputusan pembelian serta memiliki gaya hidup hedonis yang tinggi maka keputusan untuk melakukan pembelian akan semakin tinggi. Sementara peer group tidak berpengaruh secara positif dan signifikan terhadap keputusan pembelian konsumen Filosofi Kopi Jogja.

 

Published
2021-01-29
How to Cite
Wacono, T. D., Lukitaningsih, A., & Maharani, B. D. (2021). Pengaruh Electronic Word of Mouth (e-WoM), Kelompok Teman Sebaya (Peer Group) dan Gaya Hidup Hedonis pada Keputusan Pembelian Konsumen Filosofi Kopi Jogja. Jurnal Bingkai Ekonomi (JBE), 6(1), 45-57. https://doi.org/10.54066/jbe.v6i1.95
Issue
Vol. 6 No. 1 (2021): Jurnal Bingkai Ekonomi (JBE)
Section
Articles

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