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Kezia Conchita
Universitas Narotama Surabaya
Economics, Econometrics & Finance Education Engineering Mathematics Medicine & Pharmacology

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The Influence Of Word Of Mouth Communication, Packaging Design, And Brand Image On The Buying Interest Of King Consumers Of Arjuna Cheese Banana, Surabaya Kezia Conchita
Journal of World Conference (JWC) Vol. 1 No. 1 (2019): March 2019
Publisher : NAROTAMA UNIVERSITY, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (693.133 KB) | DOI: 10.29138/prd.v1i1.86

Abstract

This study aims to determine the effect of word of mout communication, packaging design, and brand image on the buying interest of king consumers of arjuna cheese banana in Surabaya. this research is a type of quantitative research. The population of this study is the king consumer arjuna surbaya cheese banana using accidental sampling technique. This study used a questionnaire with a total of 100 respondents. this analysis technique is multiple linear regression analysis using SPSS version 18. the results of this study indicate that word of mouth communication, packaging design, and brand image have a significant effect on buying interest
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