Optimizing Consumer Buying Interest in Internet Provider Products Through Brand Image, E-Wom and Service Features in Sidoarjo
Optimalisasi Minat Beli Konsumen Pada Produk Provider Internet Melalui Brand Image, E-Wom dan Fitur Layanan Di Sidoarjo
DOI:
https://doi.org/10.21070/ups.1056Keywords:
Brand Image, E-wom, Service Features, Buying InterestAbstract
This study aims to determine the optimization of consumer buying interest in internet provider products through brand image, e-wom and service features in Sidoarjo. This research is a type of descriptive research using quantitative methods. Sampling in this study was carried out using the Non Probability Samplingctechnique with thecPurposive Samplingcmethod and the number of samplescin this study were 96 respondents. This study uses dataccollection techniques by distributing questionnaires.cThe data analysis technique used incthis study is MultiplecLinear Regression analysis using the statistical tool SPSS version 26. The results of this study indicate that Brand Image influences consumer buying interest at internet provider in Sidoarjo, E-wom influences consumer buying interest at internet provider in Sidoarjo , and service features affect consumer buying interest in internet provider products in Sidoarjo.
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