PENGARUH COUNTRY OF ORIGIN DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BELI BULDAK BOKKEUMMYEON (SAMYANG) PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI MEDAN - Indriani, Riza; Harmen, Hilma (Program Studi Manajemen STIE Kesuma Negara Blitar, 2023)
Abstract This study aims to determine the effect of Country Of Origin and Electronic Word Of Mouth on Buying Interest Buldak Bokkeummyeon (Samyang) among students of the Faculty of Economics, State University of Medan. This study uses quantitative methods with sampling techniques using Purposive Sampling, with a total sample of 100 people who are students of the Faculty of Economics, State University of Medan. The data collection technique in this study was carried out by distributing questionnaires whose measurements were made with a Likert scale and were statistically processed using multiple linear regression analysis and hypothesis testing using the t test, F test and coefficient of determination (R2), which previously had the data tested using the validity test, test reliability and classic assumption test. Data processing using SPSS 22.0 for windows. The results showed that Country Of Origin had a positive effect on Buying Interest and Electronic Word Of Mouth had a positive effect on Buying Interest. Keywords: Country Of Origin, Electronic Word Of Mouth, Interest Buying Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Country Of Origin dan Electronic Word Of Mouth terhadap Minat Beli Buldak Bokkeummyeon (Samyang) pada mahasiswa Fakultas Ekonomi Universitas Negeri Medan. Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel menggunakan Purposive Sampling, dengan jumlah sampel sebanyak 100 orang yang merupakan mahasiswa Fakultas Ekonomi Universitas Negeri Medan. Teknik pengumpulan data dalam penelitian ini dilakukan dengan cara menyebarkan kuesioner yang pengukurannya dengan skala likert dan diolah secara statistik menggunakan analisis regresi linear berganda dan pengujian hipotesis dengan uji t, uji F dan koefisien determinasi (R2) yang sebelumnya data telah diuji menggunakan uji validitas, uji reliabilitas dan uji asumsi klasik. Pengolahan data menggunakan program SPSS for windows 22.0. Hasil penelitian menunjukkan bahwa Country Of Origin berpengaruh positif terhadap Minat Beli dan Electronic Word Of Mouth berpengaruh positif terhadap Minat Beli. Kata Kunci: Country Of Origin, Electronic Word Of Mouth, Minat Beli