Pengaruh Potongan Harga, Word of Mouth, dan Konten Sosial Media terhadap Minat Beli pada Ayam Penyet Mbak Zuni
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Institusion
Sekolah Tinggi Ilmu Ekonomi Tri Bhakti
Author
Dewi, Ayu Bella Kusuma
Subject
Manajemen Pemasaran
Datestamp
2024-08-28 07:29:47
Abstract :
This research aims to determine the influence of price cuts, word of mouth, and social media content on purchasing interest in Ayam Penyet Mbak Zuni. This research uses a quantitative and qualitative research design with the SPSS version 26 data processing program. The population in this research is consumers of Ayam Penyet Mbak Zuni with a sample size of 96 respondents. Determination of sample size using non-probability methods with random sampling techniques. The results of this research show a partially significant positive influence on the variable X1 price discount which has a calculated t value of 2.079 > t table 1.98609 and has a significance value of 0.040 < 0.05. The word of mouth variable has a calculated t value of 2.058 > t table 1.98609 and has a significance value of 0.042 < 0.05. The social media content variable has a calculated t value of 3.161 > t table 1.98609 and has a significance value of 0.002 < 0.05. As well as having a significant positive influence simultaneously on the variables of price discounts, word of mouth, and social media content on purchasing interest in Ayam Penyet Mbak Zuni with a calculated f value of 28.421 > f table 2.70 and a significance value of 0.000 < 0.005.
This research aims to determine the influence of price cuts, word of mouth, and social media content on purchasing interest in Ayam Penyet Mbak Zuni. This research uses a quantitative and qualitative research design with the SPSS version 26 data processing program. The population in this research is consumers of Ayam Penyet Mbak Zuni with a sample size of 96 respondents. Determination of sample size using non-probability methods with random sampling techniques. The results of this research show a partially significant positive influence on the variable X1 price discount which has a calculated t value of 2.079 > t table 1.98609 and has a significance value of 0.040 < 0.05. The word of mouth variable has a calculated t value of 2.058 > t table 1.98609 and has a significance value of 0.042 < 0.05. The social media content variable has a calculated t value of 3.161 > t table 1.98609 and has a significance value of 0.002 < 0.05. As well as having a significant positive influence simultaneously on the variables of price discounts, word of mouth, and social media content on purchasing interest in Ayam Penyet Mbak Zuni with a calculated f value of 28.421 > f table 2.70 and a significance value of 0.000 < 0.005.
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