PENGARUH ELECTRONIC WORD OF MOUTH DAN E-PROMOSI TERHADAP MINAT BELI PADA PRODUK RTD NUTRISARI MATARAM

THE EFFECT OF ELECTRONIC WORD OF MOUTH AND E-PROMOTION ON PURCHASE INTEREST IN RTD NUTRISARI MATARAM PRODUCTS

Abstract

This research aims to test and analyze the influence of e-WOM and e-promotion on purchasing interest in RTD Nutrisari products. This type of research is included in quantitative research. The population in this study were all consumers who had purchased RTD Nutrisari. The sampling technique for this research was purposive sampling with a research sample of 100 samples. The analytical method used to prove the hypothesis in this research is multiple linear regression analysis. Data that has met the research instrument test and classical assumption test is then processed using the IBM SPSS Version 20 program. Based on the results of this research, it shows that E-WOM (X1) and E-Promotion (X2) have a positive and significant effect on buying interest (Y ) RTD Nutrisari