Triputra, M. Raihan (2026) Pengaruh User - Generated Content (UGC) dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Parfum Mykonos Di Pekanbaru. Other thesis, Universitas Islam Riau.
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Abstract
This study aims to determine the influence of User-Generated Content (UGC) and Electronic Word of Mouth (e-WOM) on purchasing decisions. The sample in this study amounted to 210 respondents. The types and sources of data are primary and secondary data, while the data collection technique uses a questionnaire. The data analysis technique used in this study is multiple linear regression. The results show that User-Generated Content (UGC) and Electronic Word of Mouth (e-WOM) have a positive and significant influence on purchasing decisions.
| Item Type: | Thesis (Other) |
|---|---|
| Contributors: | Contribution Contributors NIDN/NIDK Thesis advisor Afwa, Awliya 1011108603 |
| Uncontrolled Keywords: | User-Generated Content (UGC), Electronic Word of Mouth (eWOM), Purchasing Decisions |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | > Manajemen |
| Depositing User: | Lusia Dwi Stiawati |
| Date Deposited: | 02 Nov 2026 03:56 |
| Last Modified: | 02 Nov 2026 03:56 |
| URI: | https://repository.uir.ac.id/id/eprint/35096 |
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