Reciprocity Strategy in Improving Purchase Decisions at Coffee Shop MSMEs in Bali
نویسندگان
چکیده
The purpose of this study was to examine and explain the effect reciprocity strategy on purchasing decisions mediated by trust e-WOM at coffee shops in Bali. design research is causality. sample size 300 people taken using purposive sampling. Data analysis technique PLS-based SEM. results showed that had a positive significant decisions, e-WOM, decisions. This means are able partially mediate MSMEs Coffee Shops expected enrich concept consumer behavior related role mediating Shop always be customer oriented, carry out promotions pay special attention customers.
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ژورنال
عنوان ژورنال: European journal of business and innovation research
سال: 2023
ISSN: ['2053-4019', '2053-4027']
DOI: https://doi.org/10.37745/ejbir.2013/vol11n2114