Peran E-Word Of Mouth dalam Memediasi Pengaruh Influencer Terhadap Minat Beli Konsumen pada Kopi Tepi Lereng - Tangerang Selatan
Keywords:
Influencer, E-WOM, Buying InterestAbstract
This research is entitled "The Role of Electronic Word of Mouth in Mediating the Influence of Influencers on Consumer Buying Interest in Kopi Tepi Lereng - Tangerang Selatan". The research aims to produce information in the form of a deeper explanation of the role of electronic word of mouth in mediating the influence of influencers on consumer buying interest. The method used is causality or cause and effect with the influence method. This type of research is a descriptive verification method with a quantitative approach by processing primary data obtained through questionnaires. Then the data was processed using SPSS version 26. The results of the analysis showed that partially there was a significant influence between the influencer variable (X) on the Electronic Word of Mouth variable (Z). Partially there is a significant influence between Influencer (X) on the buying Interest variable (Y). partially there is a significant influence between the Electronic Word of Mouth variable (Z) on the buying Interest variable (Y). Electronic word of mouth has a significant role in mediating the influence of influencers on consumer buying interest
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