Pengaruh Electronic Word of Mouth (E-WOM) dan Online Customer Review (OCR) Terhadap Keputusan Pembelian dalam Menggunakan Jasa Abyakta Wedding Planner Kebumen
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Penelitian ini bertujuan untuk mengetahui dan mempelajari pengaruh Electronic Word of Mouth (E-WoM) dan Online Customer Review (OCR) terhadap keputusan pembelian dalam menggunakan jasa Abyakta Wedding Planner Kebumen. Kedua variable tersebut dianalisis untuk melihat pengaruhnya terhadap keputusan pembelian konsumen untuk menggunakan jasa Abyakta Wedding Planner. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif verifikatif. Data primer diperoleh melalui penyebaran kuesioner kepada sampel penelitian serta wawancara tidak terstruktur melalui owner Abyakta Wedding Planner. Data sekunder diperoleh melalui studi literatur yang berasal dari jurnal, buku, dan situs web. Populasi pada penelitian ini adalah konsumen Abyakta Wedding Planner. Teknik sampling yang digunakan yaitu simple random sampling. Teknik analisis data yang digunakan adalah analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa secara parsial, Electronic Word of Mouth (E-WoM) dan Online Customer Review (OCR) memiliki pengaruh terhadap keputusan pembelian konsumen Abyakta Wedding Planner. Secara simultan, Electronic Word of Mouth (E-WoM) dan Online Customer Review (OCR) berpengaruh terhadap keputusan pembelian konsumen Abyakta Wedding Planner.
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