JPM VOL.3 NO 3 SEPT PENGARUH COUNTRY OF ORIGIN, ELECTRONIC WORD OF MOUTH (E-WOM), DAN SOCIAL MEDIA ADVERTISING TERHADAP MINAT BELI PADA PRODUK KOSMETIK MUSTIKA RATU

Abstract

  ABSTRAK Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Pengaruh Country Of Origin, Electronic Word Of Mouth, dan Social Media Advertising Terhadap Minat Beli Pada Produk Kosmetik Mustika Ratu. Sampel dalam penelitian ini berjumlah 100 sampel. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik nonprobability sampling dengan metode purposive sampling. Analisis data pada penelitian ini menggunakan analisis regresi linear berganda seluruh data penelitian diolah menggunakan SPSS Statistic 24.  Hasil penelitian ini menunjukkan bahwa variabel Country Of Origin dan Electronic Word Of Mouth mempunyai pengaruh yang positif dan signifikan terhadap variabel Minat Beli, kemudian variabel Social Media Advertising berpengaruh positif namun tidak signifikan terhadap Minat Beli. ABSTRACT This research aims to test and analyze the influence of Country of Origin, Electronic Word of Mouth, and Social Media Advertising on Purchase Interest in Mustika Ratu Cosmetic Products. The sample in this research consisted of 100 samples. The sampling technique in this research used a nonprobability sampling technique with a purposive sampling method. Data analysis in this study used multiple linear regression analysis of all research data which was processed using SPSS Statistics 24. The results of this study showed that the Country of Origin and Electronic Word of Mouth variables had a positive and significant influence on the Purchase Interest variable, then the Social Media Advertising variable. influential positive but not significant towards Purchase Interest.