Analysis of Electronic Word Of Mouth (e-WOM), Price, and Brand Image on Purchasing Interest in The Originote Product
Analisis Electronic Word Of Mouth (e-WOM), Harga, dan Citra Merek Terhadap Minat Beli Pada Produk The Originote
DOI:
https://doi.org/10.21070/ups.6391Keywords:
Electronic Word Of Mouth (e-WOM), Price, Brand Image, Purchase InterestAbstract
The beauty industry in Indonesia is growing rapidly. This can be seen from the large variety of cosmetics from both domestic and foreign brands. So many companies are competing to create marketing concepts that attract consumers to buy the products they offer. One company that offers cosmetic and skin care products is The Originote. The aim of this research is to find out which variables have an influence on increasing consumer buying interest. Data collection was carried out through distributing questionnaires with a sample of 100 respondents obtained. This research includes quantitative research with descriptive statistical data analysis methods. Test methods in this research include: Validity Test, Reliability Test, Classical Assumption Test, and Hypothesis Test. The results of this research show that the electronic word of mouth variable has no effect on buying interest, while the price variable and brand image variable have a significant positive effect on buying interest.
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