PENGARUH DAYA TARIK IKLAN DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT PENGGUNA JASA TRANSPORTASI ONLINE GRAB DI KOTA MATARAM

Abstract

This research aims to test and analyze the influence of advertising attractiveness and lectronic word of mouth on the interest of users of the Grab online transportation service in Mataram city. The sample inthis study amounted to 65 samples. The sampling techniquein in this research uses a non-probability sampling technique using a purposive sampling method. Data analysis in this study used SPSS Statistics 26. The results of testing and statitical data analysis showed thatthe indicators in this study were declared valid where in the classic assumption test the data was normally distributed and there were no symptoms of multicolinearity. The research results show that the two independent variables are : (1) Advertising Attractiveness (X1) is known as the sig value. Amounting to 0,002 < 0,05 with a culculated t value greater than the t table (3.195 > 1.670) so that there is a positive and significant influence on User Interest (Y). And (2). Electronic Word Of Mouth (X2) is known as the value. Amounting to 0,000 < 0,05 with a calculated t value greater than t table (4.201 > 1.670) so it has a positive and significant influence on the dependent variabel, namely User Interest (Y).