FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PADA OHMYDESSERT TULUNGAGUNG

This study aims to determine the respondents' responses regarding products, social media, prices, e-wom and purchasing decisions at ohmydessert tulungagung, to determine the influence of products, social media, prices and e-wom on purchasing decisions and to determine which of the products, social media, prices and e-wom
has the most dominant influence on purchasing decisions. The population in this study were consumers of ohmydessert tulungagung with a total of 133 respondents using purposive sampling techniques. The method used was factor analysis with
SPSS 22. The results of this study indicate that product factors, social media, prices and e-wom can influence consumer purchasing decisions and e-wom factors have a dominant influence on purchasing decisions compared to other factors