PENGARUH ELECTRONIC WORD OF MOUTH, CITRA MEREK DAN HARGA TERHADAP MINAT BELI PRODUK JIMS HONEY DI SAMARINDA

Abstract

          In the current digital era, the influence of electronic word of mouth, brand image and price is very important to influence consumer buying interest as an effective marketing strategy. The aim of this research is to find out whether The e-wom variables, brand image and price have an influence interested in buying Jims Honey products in Samarinda.

          This research was conducted on consumers of Jims Honey products in Samarinda, the research population used an unknown population category and samples were taken of 100 respondents using the NonProbability Sampling method with a sampling technique using purposive sampling. Data collection was carried out by distributing questionnaires using Google Form Likert scale to measure each indicator. The analytical tool used in this research is multiple linear regression using the statistical program SPSS version 25.

         The method used in this research is quantitative

The method used is that the population in this research is consumers who have used and purchased Jims Honey products, the sampling technique is purposive sampling, namely 100 samples, the analytical tools used are data instruments, classical assumption testing, multiple regression analysis testing, partial testing, and simultaneous testing.

         The research results show that the t test results of the Electronic Word of Mouth and Price variables have a positive and significant effect on Purchase Interest, while the Brand Image variable has a negative and insignificant effect on Purchase Interest. The results of the F test show that the variables Electronic Word of Mouth, Brand Image and Price together have a positive influence and have a significant effect on Purchase Interest