Pengaruh Content, E-Wom, Dan Brand Image Terhadap Minat Beli Konsumen (Studi Kasus Pada Konsumen Gemes Juice Sidoarjo Yang Mengikuti Akun Food Reviewer Gallery Kuliner Sidoarjo Di Social Media Instagram)

Fahira, Vicka Bella (2021) Pengaruh Content, E-Wom, Dan Brand Image Terhadap Minat Beli Konsumen (Studi Kasus Pada Konsumen Gemes Juice Sidoarjo Yang Mengikuti Akun Food Reviewer Gallery Kuliner Sidoarjo Di Social Media Instagram). Skripsi thesis, Universitas Kadiri.

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Abstract

This research aims to determine the effect of content, e-wom and brand image on consumer buying interest with a case study on Gemes Juice Sidoarjo consumers who follow the Sidoarjo Culinary Gallery Food Reviewer account on social media Instagram. The effect that we want to know is the extent to which content, e-wom and brand image affect consumer buying interest partially and simultaneously and the most dominant variable influencing consumer buying interest. This type of research is associative research with a quantitative approach that explains the extent to which the relationship between variables influences each other by testing the truth of the hypothesis using data in the form of numbers. This study used a sample of 100 respondents. Sampling used an accidental sampling technique with criteria for female and male gender, aged at least 17 to 45 years and following the Instagram account of the Sidoarjo Culinary Gallery. The data collection method used is the questionnaire method. From the results of this test, it can be concluded that content, e-wom and brand image have an influence on consumer buying interest. The test results also show that brand image has the most dominant influence on consumer buying interest. Keyword: Content, E-WOM, Brand Image, Minat Beli Konsumen, Food Reviewer

Item Type: Thesis (Skripsi)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi > Prodi Ekonomi Pembangunan S1
Depositing User: NR Nurul Huda
Date Deposited: 09 Nov 2022 01:46
Last Modified: 09 Nov 2022 01:46
URI: http://repository.unik-kediri.ac.id/id/eprint/402

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