Digital Business Progress
Vol. 4 No. 2 (2025): Digital Business Progress Edisi Desember 2025

Peran Viral Marketing dan Electronic Word of Mouth (E-WOM) dalam Membentuk Minat Beli Konsumen Pizza Miukara di Kota Tebing Tinggi

Ekawati, Yuni Andri (Unknown)
Aini, Fuji Asih (Unknown)
Dwinov, Tania (Unknown)

Article Info

Publish Date
31 Dec 2025

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.

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Journal Info
Digital Business Progress
Website

Abbrev

dbp

Publisher

Sekolah Tinggi Ilmu Ekonomi Bina Karya

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Digital Business Progress mencakup ide atau pemikiran hasil penelitian, penemuan dan inovasi baru yang berkaitan dengan Bisnis Digital dengan ruang lingkup pada bidang tertentu yaitu : Digital Marketing E-Commerce Technopreneur Business ...