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Ekawati, Yuni Andri
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Journal : Digital Business Progress

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Peran Viral Marketing dan Electronic Word of Mouth (E-WOM) dalam Membentuk Minat Beli Konsumen Pizza Miukara di Kota Tebing Tinggi Ekawati, Yuni Andri; Aini, Fuji Asih; Dwinov, Tania
Digital Business Progress Vol. 4 No. 2 (2025): Digital Business Progress Edisi Desember 2025
Publisher : STIE Bina Karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/dbp.v4i2.272

Abstract

This study aims to determine the influence of the role of Vital Marketing, and Electronic Word of Mouth (E-WOM) in shaping the Purchase Interest of Miukara Pizza Consumers in Tebing Tinggi City. This study uses a quantitative research method. The number of samples in this study was 85 respondents using purposive sampling techniques. The test tool used was the Statistical Program of Social Science (SPSS) version 26 for Windows software. The results of this study concluded that the role of Vital Marketing, and Electronic Word of Mouth (E-WOM) had a positive and significant influence in shaping the Purchase Interest of Miukara Pizza Consumers in Tebing Tinggi City.
Co-Authors Abdullah, Ujang Aini, Fuji Asih Akbar, Aswin Cok Ropo Sembiring, Muhammad Alwy Dani, Oktavia Mila Farma Desvita, Bella Dian Purnamasari Dwinov, Tania Fransiska, Silviana Hablil Ikhwana Kinder, Niken Ilmi Mahmuda Muhammad Ridho Muhammad Syahrizal Nasution, Amir Makhmud Zain Nazmah Nazmah, Nazmah Pawar, Avinash Porkas Sojuangon Lubis Pratidina Nasution, Siti Wardah Purnama Sari, Dian Putri, Intan Sofiani Syah Rahimah, Evida Sa’diah, Kamilah Sidabutar, Sri Yulina Sitorus, Mhd Riduan Vina Winda Sari Vina Winda Sari Wardani, Widia Wardhani, Winda