pengaruh Lokasi, Word Of Mouth dan Ulasan Online terhadap keputusan pembelian pada Cafe Kopi Dari Hati Sumba di Kota Waingapu. (The influence of Location, Word Of Mouth and Online Reviews on purchasing decisions at Coffee Cafe Dari Hati Sumba in Waingapu City).

Anapaku, Arbejasti Kartika (2024) pengaruh Lokasi, Word Of Mouth dan Ulasan Online terhadap keputusan pembelian pada Cafe Kopi Dari Hati Sumba di Kota Waingapu. (The influence of Location, Word Of Mouth and Online Reviews on purchasing decisions at Coffee Cafe Dari Hati Sumba in Waingapu City). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The cafe industry is experiencing rapid growth. Many new entrepreneurs are opening coffee shops with unique ideas to attract customers from various backgrounds. The cafe business is growing rapidly along with changes in people's lifestyle trends. Waingapu City is a small city on the island of Sumba, NTT. This small town whose infrastructure is getting better invites entrepreneurs to open businesses such as cafes so that the cafe industry in the city of Waingapu has developed rapidly in recent years. This research aims to observe the influence of location, word of mouth and online reviews on Café Kopi Dari Hati Sumba. on purchasing decisions. The purpose of this research is to find out whether the location, word of mouth and online reviews of consumers of Café Kopi Dari Hati Sumba influence their purchasing decisions. Quantitative research methods were used in this study. The participants in this research consisted of 100 customers of Café Kopi Dari Hati Sumba. Technique for collecting data using non-probability sampling via e-questionnaire. The data analysis techniques used in this research are the classic assumption test, multiple linear regression test and hypothesis test. This research was also assisted by SPSS. The results of the study show that location, word of mouth and online reviews have a partial positive and significant effect on purchasing decisions and purchasing decisions. positive and significant effect on Location, Word of Mouth and online reviews.

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