Pengaruh Social Network Marketing (Snm), Electronic Word Of Mouth (E-Wom) Dan Keragaman Produk Terhadap Minat Beli Pelanggan Di Kedai Coffee & Milk Tuker Pikir Di Desa Ketitang Kidul

Navira, Navira (2023) Pengaruh Social Network Marketing (Snm), Electronic Word Of Mouth (E-Wom) Dan Keragaman Produk Terhadap Minat Beli Pelanggan Di Kedai Coffee & Milk Tuker Pikir Di Desa Ketitang Kidul. Undergraduate Thesis thesis, UIN. K. H. Abdurrahman Wahid Pekalongan.

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Abstract

NAVIRA. Pengaruh Social Network Marketing (SNM), Electronic Word Of Mouth (E-WOM) Dan Keragaman Produk Terhadap Minat Beli Pelanggan di Kedai Coffee & Milk Tuker Pikir di Desa Ketitang Kidul Adanya perkembangan zaman membuat pola perilaku konsumen berubah, konsumen mulai mencari informasi produk melalui media sosial. Penelitian ini bertujuan untuk menganalisis pengaruh social network marketing (SNM), electronic word of mouth (E-WOM) dan keragaman produk terhadap minat beli pelanggan di Kedai Coffee & Milk tuker pikir di desa ketitang kidul. Objek dalam penelitian ini yaitu pelanggan Kedai Coffee & Milk Tuker Pikir Penelitian ini menggunakan jenis penelitian kuantitatif. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah random sederhana sampling dengan sampel berjumlah 100 responden. Analisis data pada penelitian ini yaitu menggunakan analisis regresi linear berganda dengan menggunakan alat bantu analisis yaitu SPSS 23. Berdasarkan uji T Social Network Marketing (SNM), Electronic Word Of Mouth (E-WOM) berpengaruh positif dan signifikan terhadap minat beli pelanggan di Kedai Coffee & Milk Tuker Pikir sedangkan keragaman produk berpengaruh negatif dan signifikan terhadap minat beli pelanggan di Kedai Coffee & Milk Tuker Pikir. Melalui uji F menunjukkan bahwa secara simultan social network marketing (SNM), electronic word of mouth (E-WOM) dan keragaman produk berpengaruh dan signifikan terhadap minat beli pelanggan di Kedai Coffee & Milk tuker pikir di desa ketitang kidul artinya secara bersama-sama ketiga variabel bebas berpengaruh dan signifikan terhadap variabel terikat. Dari Adjusted R Squared juga didapatkan bahwa sebanyak 45,50 % dapat dijelaskan oleh variabel yang diteliti sedangkan sisanya dijelaskan oleh variabel diluar penelitian. ABSTRACT NAVIRA. The Effect of Social Network Marketing (SNM), Electronic Word of Mouth (E-WOM) and Product Diversity on Customers' Purchase Interest at the Tuker Pikir Coffee & Milk Shop in Ketitang Kidul Village With developments over time, consumer behavior patterns have changed, consumers have started looking for product information via social media. This research aims to analyze the influence of social network marketing (SNM), electronic word of mouth (E-WOM) and product diversity on customer purchasing interest at the Tuker Think Coffee & Milk Shop in Ketitang Kidul village. The objects in this research are the customers of Kedai Coffee & Milk Tuker Pikir. This research uses a quantitative type of research. The sampling technique used in this research was simple random sampling with a sample of 100 respondents. Data analysis in this research uses multiple linear regression analysis using analysis tools, namely SPSS 23. Based on the Social Network Marketing (SNM) T test, Electronic Word Of Mouth (E-WOM) has a positive and significant effect on customer buying interest at Kedai Coffee & Milk Tuker Pikir while product diversity has a negative and significant effect on customer buying interest at Kedai Coffee & Milk Tuker Pikir . Through the F test, it shows that simultaneously social network marketing (SNM), electronic word of mouth (E-WOM) and product diversity have a significant and influential effect on customer buying interest at the Tuker Kira Coffee & Milk Shop in Ketitang Kidul village meaning that together the three independent variables have a significant and influential effect on the dependent variable. From Adjusted R Squared it was also found that as much as 45.50% could be explained by the variables studied while the rest was explained by variables outside the research.

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