Pengaruh Online Marketing dan Word of Mouth Promotion Terhadap Minat Beli Konsumen Pada Kafe Hidden Place di Medan

Abstract

The purpose of this study was to determine and analyze the effect of online marketing and word of mouth promotion on consumer buying interest at Hidden Place cafes in Medan. The research method used is associative research, where variables are measured on a Likert scale. The method of data collection is done by interview (interview), with a list of questions (questionnaire) and study documentation. The population in this study were consumers in the Hidden Place cafe in Medan, amounting to 2004 people. The sample in this study was calculated using the Slovin formula. namely as many as 95 people. Data processing using SPSS software version 22, with descriptive analysis and hypothesis testing multiple regression analysis. The results showed that: partially online marketing variables influenced consumer buying interest in Hidden Place cafes in Medan, partially word of mouth promotion variables influenced consumer buying interest in Hidden Place cafes in Medan, simultaneously there was an influence the positive and significant between online marketing variables and word of mouth promotion influence consumer buying interest in Hidden Place cafes in Medan.