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Pengaruh Electronic Word Of Mouth, Kualitas Produk, Promosi Dan Harga Terhadap Minat Beli Produk UMKM Di Malang Pada Situasi Covid 19 (Studi Kasus Konsumen UMKM Prabujaya Outfit Malang)

Jurnal Ilmiah Riset Manajemen

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Title Pengaruh Electronic Word Of Mouth, Kualitas Produk, Promosi Dan Harga Terhadap Minat Beli Produk UMKM Di Malang Pada Situasi Covid 19 (Studi Kasus Konsumen UMKM Prabujaya Outfit Malang)
 
Creator Muzdalifah, Firdiana
Arifin, Rois
Rahman, Fahrurrozi
 
Description Abstract The research aims to find out and analyze how the electronic word of mouth, the quality of products, prices and promotion of the interest in the prebujaya outfit buy products. The sample used in this study is 105 respondents who once made a purchase at a poor prebujaya outfit. The method of data analysis used in the study is a quantitative data analysis that USES linear regression analysis. The data testing used was the simultaneous hypothesis (f) and the testing of a partial hypothesis (t) from simultaneous tests showing that the electronic word of mouth, product quality, promotion, and price affected the interest of buying. Based on partial testing of electronic word of mouth variables can make a significant difference to purchasing interest, product quality variables have a significant impact on purchasing interests, promotional variables have a significant impact on purchasing interests, and price variables affect the interest of the purchase. Keywords: Electronic Word Of Mouth, Product Quality, Price, Promotion And Interest Purchase. 
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2022-03-10
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/15544
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 11 No. 12 Februari 2022
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/15544/11768
 
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