PENGARUH HARGA, TESTIMONIAL DAN WORD OF MOUTH (WOM) TERHADAP KETERTARIKAN KONSUMEN PADA PRODUK MS GLOW DI KABUPATEN LUMAJANG

, JurnalBukitPengharapan

No 5q7t3, OSF Preprints from Center for Open Science

Abstract: The purpose of this study was to determine and analyze the effect of the role of price, testimonials and word of mouth (WOM) on consumer interest in MS GLOW products. This type of research uses descriptive quantitative. The data used are primary data using a questionnaire. The research sample was respondents, amounting to 152 people. The dependent variable is consumer interest with 5 indicators. And the independent variables in this study are price, testimonials, and word of mouth (WOM). The data analysis used was multiple linear regression analysis. The results showed that the variable price and word of mouth (WOM) had a significant effect on consumer interest, while testimonials had no effect on consumer interest in MS GLOW products.

Date: 2021-05-30
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:5q7t3

DOI: 10.31219/osf.io/5q7t3

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