<mets:mets OBJID="eprint_11058" LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" xmlns:mets="http://www.loc.gov/METS/" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"><mets:metsHdr CREATEDATE="2026-09-03T04:02:19Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>Repository Universitas Pakuan</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_11058_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>Pengaruh E-WOM (Electronic &#13;
Word of Mouth) Terhadap Keputusan Pembelian Produk Susu UHT Ultra Milk di Kecamatan &#13;
Bogor Barat.</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Angelia Patrecia Putri</mods:namePart><mods:namePart type="family">Tampubolon</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:name type="personal"><mods:namePart type="given">Oktori Kiswati</mods:namePart><mods:namePart type="family">Zaini</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:name type="personal"><mods:namePart type="given">Yetty Husnul</mods:namePart><mods:namePart type="family">Hayati</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>ANGELIA PATRECIA PUTRI TAMPUBOLON. 021121090. Pengaruh E-WOM (Electronic &#13;
Word of Mouth) Terhadap Keputusan Pembelian Produk Susu UHT Ultra Milk di Kecamatan &#13;
Bogor Barat. Di bawah bimbingan: OKTORI KISWATI Z dan YETTY HUSNUL HAYATI. &#13;
2025.&#13;
Perkembangan teknologi informasi dan media sosial telah mengubah cara konsumen &#13;
memperoleh serta menyebarkan informasi mengenai produk. Salah satu bentuk komunikasi &#13;
digital yang berpengaruh adalah Electronic Word of Mouth (E-WOM), yakni opini konsumen &#13;
yang disampaikan melalui platform online dan dapat memengaruhi keputusan pembelian. E�WOM dianggap memiliki peran penting dalam strategi pemasaran, khususnya di kalangan &#13;
konsumen muda yang aktif secara digital. Penelitian ini bertujuan untuk menganalisis &#13;
pengaruh E-WOM terhadap keputusan pembelian produk susu UHT Ultra Milk di kalangan &#13;
konsumen muda di Kecamatan Bogor Barat. &#13;
Penelitian menggunakan metode kuantitatif dengan melibatkan 100 responden yang dipilih &#13;
melalui teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis &#13;
menggunakan regresi linier sederhana.&#13;
Hasil penelitian menunjukkan bahwa tanggapan terhadap E-WOM berada pada kategori &#13;
sangat setuju dengan rata-rata 80,7%, sedangkan keputusan pembelian berada pada rata-rata &#13;
82,3%. Nilai koefisien determinasi (R²) sebesar 0,402 menunjukkan bahwa E-WOM &#13;
menjelaskan 40,2% variasi keputusan pembelian. Nilai signifikansi 0,000 (&lt; 0,05) &#13;
menandakan hubungan yang signifikan secara statistik. Dengan demikian, E-WOM &#13;
berpengaruh positif dan signifikan terhadap keputusan pembelian susu UHT Ultra Milk.&#13;
Kata kunci: Electronic Word of Mouth, keputusan pembelian, Ultra Milk, konsumen muda, &#13;
media sosial</mods:abstract><mods:classification authority="lcc">Manajemen pemasaran</mods:classification><mods:classification authority="lcc">Manajemen</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8061">2025-07-25</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas Pakuan;Program Studi Manajemen</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_11058"><mets:rightsMD ID="rights_eprint_11058_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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