Promotion and experiential marketing on purchasing decisions mediated by e-WOM in coffee SMEs

Promotion and experiential marketing on purchasing decisions mediated by e-WOM in coffee SMEs

This study aimed to determine the effect of promotion and experiential marketing on buying decisions mediated by electronic Word-of-Mouth (e-WOM) in coffee SMEs. This research is quantitative research by distributing questionnaires. The research sample is 100 respondents with the Cochran formula. D...

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Bibliographic Details
Main Authors: Nizar Alam Hamdani, Noviearti Widiasih, Irfan Rizki Gumilar, Anggun Oktavia Herlianti, Soni Mulyawan Setiana
Format: Article
Language:English
Published: IEECA 2023-11-01
Series:Journal of Eastern European and Central Asian Research
Subjects:
E-wom
Experiential Marketing
Purchase Decision
Promotion
Online Access:https://ieeca.org/journal/index.php/JEECAR/article/view/1512

Internet

https://ieeca.org/journal/index.php/JEECAR/article/view/1512

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