MINAT BELI KONSUMEN KEDAI BLUE SHELTER DIPENGARUHI OLEH CONTENT MARKETING DAN WORD OF MOUTH

Walter Tabelessy, Etvin Rizal Tamher, Latifa Sikdewa

Abstract


Arah penelitian ini adalah untuk menganalisis minat beli konsumen yang dipengaruhi oleh content marketing dan word of mouth pada Kedai Blue Shelter di Kota Ambon. Dengan mengimplementasikan metode survey maka sampel dalam penelitian sebanyak 100 responden dengan menggunakan metode purposive sampling. Pemberian skor yang digunakan dalam kuesioner penelitian ini adalah 5 poin skala likert. Data yang di peroleh dianalisis dengan teknik regresi linier berganda menggunakan bantuan aplikasi IBM SPSS 21. Kedua hipotesis yang diajukan dapat diterima sesuai dengan hasil penelitian.

Kata Kunci: Minat Beli, Content Marketing, Word of Mouth.

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References


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DOI: https://doi.org/10.33373/jeq.v9i2.4524

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