Pengaruh Brand Image dan Electronic Word Of Mouth Melalui Instagram terhadap Minat Beli Konsumen - Maulana Yoga Pratama; Nina Maharani, Moch Malik Akbar R (Bandung Conference Series: Business and Management, 2022)
Abstract. This study aims to determine respondents responses regarding Brand Image, Electronic Word Of Mouth, and Purchase Interest Consumers on Jambal Roti Anugrah products, to find out how big the influence of Brand Image and Electronic Word Of Mouth on Interest in Buying Jambal Roti Anugrah products. The research method used is a survey method. The type of research used is quantitative. The sampling technique used was accidental sampling and the sample in this study were 100 respondents who had bought Jambal Roti Anugrah. The data collection technique used is a questionnaire. The data analysis method used is multiple linear regression analysis to determine the direction of the relationship between the independent variable and the dependent variable. The results of this study indicate that Brand Image Jambal Roti Anugrah'simplementation is quite good, Jambal Roti Anugrah Electronic Word of Mouth implementation is good, and consumers' buying interest in Jambal Roti Anugrah is good. Brand Image has a significant effect on Buying Interest, Electronic Word Of Mouth has a significant effect on Buying Interest, and Brand Image and Electronic Word Of Mouth simultaneously have a significant effect on the Buying Interest variable. Abstrak. Penelitian ini bertujuan untuk mengetahui tanggapan responden mengenai Brand Image, Electronic Word Of Mouth, dan Minat Beli konsumen pada produk Jambal roti Anugrah, untuk mengetahui besar pengaruh Brand Image dan Electronic Word Of Mouth terhadap Minat Beli produk Jambal roti Anugrah. Metode Penelitian yang digunakan adalah metode survey. Jenis penelitian yang digunakan bersifat kuantitatif. Teknik pengambilan sampel yang dilakukan yaitu teknik accidental sampling dan sampel dalam penelitian ini adalah 100 orang responden yang pernah membeli jambal roti Anugrah. Teknik pengumpulan data yang digunakan adalah Kuisioner. Metode analisis data yang digunakan adalah analisis regresi linear berganda untuk mengetahui arah hubungan antara variabel independen dengan variabel dependen. Hasil Penelitian ini menyatakan bahwa penerapan Brand Image yang dilakukan Jambal roti Anugrah cukup baik, penerapan Electronic Word Of Mouth yang dilakukan Jambal roti Anugrah baik, dan Minat Beli konsumen terhadap Jambal roti Anugrah baik. Brand Image berpengaruh signifikan terhadap Minat Beli, Electronic Word Of Mouth berpengaruh signifikan terhadap Minat Beli, dan Brand Image dan Electronic Word Of Mouth secara simultan berpengaruh signifikan pada variabel Minat Beli.