Pengaruh Customer Experience, Electronic Word of Mouth (E-Wom), dan Harga terhadap Keputusan Pembelian Mie Celor Aa Madi di Kecamatan Jelutung Kota Jambi

Riko Mappadeceng, Ahmad Tarmizi, Deeby Cheryla

Abstract


The present study analyzes the effect of customer experience (CX), electronic word of mouth (eWOM), and price on purchasing decisions for Miecelar A. Madi in Jelutung District, Jambi City. A descriptive quantitative method was employed, with a sample of 100 respondents. The simultaneous test results demonstrated that the three variables exhibited a significant effect (F-count = 21.591 > F-table = 2.699; sig.<0.05). The findings indicate that, to a certain extent, the variables of customer experience (CX) (t=2.282; sig. 0.006), word-of- mouth (eWOM) (t=3.346; sig. 0.001), and price (t=2.465; sig. 0.015) exhibited a positive and significant effect. These findings suggest that the optimization of customer experience (CX), eWOM management, and the implementation of an effective pricing strategy may positively influence purchasing decisions for traditional culinary products.

Keywords


Customer Experience, Electronic Word of Mouth (eWOM), Price, Purchasing Decisions

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References


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DOI: http://dx.doi.org/10.33087/eksis.v16i2.569

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Eksis: Jurnal Ilmiah Ekonomi dan Bisnis
Publisher: Fakultas Ekonomi Universitas Batanghari Jambi
Jl. Slamet Ryadi, Broni-Jambi, Kodepos: 36122, Phone: 0741-668280, email: eksis.feubr@gmail.com

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.