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Aslamia Rosa
Universitas Sriwijaya
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Journal : journal of social research

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The Effect Of Endorsements, Online Promotions On Social Media And Word Of Mouth On Buying Interest In Culinary Businesses In Palembang City Annisa Auliya Azra; Diah Natalisa; Aslamia Rosa; Marlina Widiyanti
Journal of Social Research Vol. 3 No. 11 (2024): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v3i11.2282

Abstract

This research was conducted with the aim of determining the influence of endorsements, online promotions on social media and word of mouth on buying interest in culinary businesses in the city of Palembang. The number of samples used in this study was as many as 125 respondents who were included in the sample with a homogeneous population type or the entire population in the same area by purchasing products of the same type or brand using the purposive sampling method. The results of multiple linear regression analysis show that endorsement, online promotion on social media and word of mouth have a positive and significant effect on buying interest. Endorsement, it is hoped that you can choose a foodvlooger who has a good image in the community, has quite a lot of followers on social media, a way to do food reviews that attract consumer interest. Promotions, it is hoped that MSMEs often provide promo prices by collaborating with several merchants such as e-wallets or banks that often provide discounts. Word of mouth, it is hoped that MSME culinary business actors in the city of Palembang can take advantage of the role of social media in promotional events.
Co-Authors Achmad Anjas Asmara Achmad Widad Adristi Lingga Savitri, Shafira Ahmad MAULANA Ahmad Maulana Ahmad Maulana Ahmad Syathiri Ahmad Widad, Ahmad Annisa Auliya Azra Apria Sari Ayu Liring Bethari Dessi Yunita Dessy Yunita Diah Natalisa Dian Eka Dwi Darma Puspita Sari Elvi Indahwati Fania Maulidina Febrina, Ade Tiara Firmansyah Firmansyah FS Kerlyn, Defebri Graciella Sabathini Hairun Nissa, Hairun Hartati Hartiningsih Apriliza Hera Febria Mavilinda Iisnawati, Iisnawati Islahuddin Daud Islahuddin Daud, Islahuddin Ismail Yogi Indra Pranata Kartika Sari, Indah Kristin, Julie M. Lucky Pratama M.dwi yanputra Marlina Widiyanti Marlina Widiyanti Marlina Widiyanti, Marlina Maulana, Achmad Mavilinda, Hera Febria Meilani, Windi Melinia, Fitri Melisa Ariani Putri Meliza Rahmawati Muchsin Saggaff Shihab Muchsin Saggaff Shihab Muhammad Kemas Husni Thamrin Nofiawaty Nofiawaty Nurkardina Novalia Nyoman Tri Adnyani Sutama Permata Sari, Sofita Putri Kumala Dewi R. A. Firy Yuandita Rahma Delawati Rahman, Beno Saggaff Shihab, Muchsin Salsabila, Nabila Satria, Berry Siswahyudianto Siti Soeleha Suhartini Karim Suhartini Karim Sulastri SULASTRI Sulastri Sulastri Sulastri Sulastri Syarifah Fatimah Dina Najib H.A Tarigan, Ertika Br Triana, Jessica Ummi Rani Syafitri Vika Diwinta Aulia Wawan Setiawan Yulia Hamdaini Putri Yuliansyah Yuliansyah Yumi Lestari Yunita, Dessy zakaria Wahab Zakaria Wahab Zakaria Wahab, Zakaria