ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BELI KONSUMEN YANG MENGIKUTI AKUN KULINER DI MEDIA SOSIAL INSTAGRAM (STUDI DI FAKULTAS EKONOMI DAN BISNIS UNIKA SOEGIJPRANATA
Daftar Isi:
- The development of technology is increasingly developing rapidly, electronic word of mouth (e-wom) is one form of marketing communication that is utilized using a social media. The purpose of this study is to analyze the effect of electronic word of mouth (ewom) on buying interest that follows a culinary account on Instagram social media to study at the Faculty of Economics and Business in Soegijapranata Catholic University. This study uses a quantitative approach by distributing questionnaires to respondents. The sample in this study amounted to 100 respondents who had an Instagram account and followed a culinary account on Instagram using non-probability sampling methods and stratified non-random sampling techniques. This study will be analyzed using the method of multiple linear regression analysis. The results of this study indicate that electronic word of mouth on Instagram social media has a strong influence on buying interest. Keywords: Electronic Word of Mouth, Social media Marketing, Buying Interest