Pengaruh Viral Marketing dan Electronic Word Of Mouth (E-Wom) terhadap Minat Beli Produk Mixue Ice Cream & Tea (Studi pada Mixue Kapten Muslim Medan)

Abstract

Penelitian ini bertujuan untuk mengetahui apakah viral marketing secara parsial berpengaruh positif dan signifikan terhadap minat beli produk Mixue Ice Cream & Tea di Mixue Kapten Muslim Medan. Apakah Electronic Word of Mouth (E-WOM) secara parsial berpengaruh positif dan signifikan terhadap minat beli produk Mixue Ice Cream & Tea di Mixue Kapten Muslim Medan. Apakah viral marketing dan Electronic Word of Mouth (E-WOM) secara simultan berpengaruh positif dan signifikan terhadap minat beli produk Mixue Ice Cream & Tea di Mixue Kapten Muslim Medan. Teknik analisis data yang digunakan adalah metode kuantitatif dengan bantuan program SPSS. Penelitian ini menggunakan regresi linier berganda, uji parsial dan uji simultan. Sampel dalam penelitian ini sebanyak 150 responden. Pengambilan data primer menggunakan kuesioner. Hasil penelitian menunjukkan bahwa Viral marketing secara parsial berpengaruh positif dan signifikan terhadap minat beli produk Mixue Ice Cream & Tea di Mixue Kapten Muslim Medan, dimana thitung 8,103 > ttabel 1,976 dan signifikan 0,000 < 0,05. Electronic Word of Mouth (E-WOM) secara parsial berpengaruh positif dan signifikan terhadap minat beli produk Mixue Ice Cream & Tea di Mixue Kapten Muslim Medan, dimana thitung 14,828 > ttabel 1,976 dan signifikan 0,000 < 0,05. Viral marketing dan Electronic Word of Mouth (E-WOM) secara simultan berpengaruh positif dan signifikan terhadap minat beli produk Mixue Ice Cream & Tea di Mixue Kapten Muslim Medan, dimana Fhitung 403,124 > Ftabel 3,06 dan signifikan 0,000 < 0,05. This research aims to find out whether viral marketing partially has a positive and significant effect on interest in buying Mixue Ice Cream & Tea products at Mixue Captain Muslim Medan. Does Electronic Word of Mouth (E-WOM) partially have a positive and significant effect on interest in purchasing Mixue Ice Cream & Tea products at Mixue Captain Muslim Medan. Do viral marketing and Electronic Word of Mouth (E-WOM) simultaneously have a positive and significant effect on interest in purchasing Mixue Ice Cream & Tea products at Mixue Captain Muslim Medan? The data analysis technique used is a quantitative method with the help of the SPSS program. This research uses multiple linear regression, partial tests and simultaneous tests. The sample in this study was 150 respondents. Primary data collection uses a questionnaire. The research results show that Viral marketing partially has a positive and significant effect on interest in buying Mixue Ice Cream & Tea products at Mixue Captain Muslim Medan, where tcount is 8.103 > ttable 1.976 and is significant 0.000 < 0.05. Electronic Word of Mouth (E-WOM) partially has a positive and significant effect on interest in purchasing Mixue Ice Cream & Tea products at Mixue Captain Muslim Medan, where tcount is 14.828 > ttable 1.976 and is significant 0.000 < 0.05. Viral marketing and Electronic Word of Mouth (E-WOM) simultaneously have a positive and significant effect on interest in purchasing Mixue Ice Cream & Tea products at Mixue Captain Muslim Medan, where Fcount is 403.124 > Ftable 3.06 and is significant 0.000 < 0.05.