Pengaruh Promosi Melalui Media Sosial Dan Electronic Word Of Mouth Terhadap Minat Beli Konsumen Pada Produk Whitelab Di Surabaya

Abstract

This study aims to determine and analyze the effect of promotion through social media and electronic word of mouth partially and simultaneously on consumer buying interest in Whitelab products in Surabaya. The research method used is quantitative research methods. The data collection technique used is an online questionnaire via Googleform with a population of Surabaya people who use social media Tiktok and Instagram and a total sample of 100 respondents using purposive sampling technique. The data analysis technique used is multiple linear regression analysis, classical assumption test and hypothesis testing. The results of the analysis of this study indicate that Promotion through Social Media has a positive and significant effect on Consumer Buying Interest in Whitelab Products, Electronic Word of Mouth has a positive and significant effect on Consumer Buying Interest in Whitelab Products, and Promotion through Social Media and Electronic Word of Mouth has an effect together on Consumer Purchase Interest in Whitelab Products. The effect of promotion through social media and electronic word of mouth on consumer buying interest in this study was 55.3%, while the other 44.7% factors were not examined by the author.