ABSTRAK
MARTHEN EMILIANO PORSIANA, 66150072, 2019, Pengaruh Word Of Mouth Dan Brand Awardness Terhadap Minat Beli Produk Indiehome Kota Bandung (Studi Deskriptif Kuantitatif pada IndieHome Kota Bandung 2019).
Kondisi persaingan dalam dunia bisnis menuntut setiap pengusaha untuk mampu bersaing dan bertahan melawan pesaing. tujuan penelitian ini adalah menganalisis respon konsumen mengenai brand awareness IndieHome Bandung Timur terhadap minat beli konsumen, menganalisis respon konsumen mengenai word of mouth IndieHome Bandung Timur terhadap minat beli konsumen, menganalisis respon konsumen mengenai brand awareness dan word of mouth IndieHome Bandung Timur terhadap minat beli konsumen. Metode penelitian ini menggunakan deskriptif . Sampel sebanyak 150 responden menggunakan rumus yang dikembangkan dari Lemeshow. Teknik pengambilan sampel dilakukan secara convenience sampling, dimana Metode mengumpulkan informasi dari anggota- anggota populasi yang secara convenience dapat memberikan informasi yang dibutuhkan. Untuk mengukur dan menganalisa ketiga variabel diatas dilakukan uji validitas dan reliabilitas, uji normalitas, uji multikolinearitas, uji linearitas, uji koefisien korelasi, analisis linear berganda, uji goodness of fit, uji t, koefisien determinasi dan uji hipotesis. Variabel brand awareness memiliki koefisien regresi bertanda positif hal ini berarti apabila brand awareness ditingkatkan setiap satu satuan, maka akan meningkatkan minat beli konsumen. Hal ini dapat disimpulkan bahwa brand awareness berpengaruh signifikan terhadap minat beli konsumen IndieHome Bandung Timur. Variabel word of mouth memiliki koefisien regresi bertanda positif hal ini berarti apabila word of mouth ditingkatkan setiap satu satuan, maka akan meningkatkan minat beli konsumen sehingga berpengaruh signifikan terhadap minat beli konsumen IndieHome Bandung Timur.
Kata kunci: brand awareness, word of mouth, minat beli konsumen
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ABSTRACT
MARTHEN EMILIANO PORSIANA, 66150072, 2019, The Effect of Word of Mouth and Brand Awardness on Interest in Purchasing Bandung City Indiehome Products (Quantitative Descriptive Study on Bandung IndieHome in 2019).
The condition of competition in the business world requires every entrepreneur to be able to compete and survive against competitors. the purpose of this study is to analyze consumer responses about IndieHome East Bandung brand awareness of consumer buying interest, analyze consumer responses about IndieHome East Bandung word of mouth to consumer buying interest, analyze consumer responses about IndieHome East Bandung brand awareness and word of mouth East Bandung consumer interest . This research method uses descriptive. A sample of 150 respondents used a formula developed from Lemeshow. The sampling technique is done by convenience sampling, where the method of gathering information from members of the population who can provide convenience information needed. To measure and analyze the three variables above, validity and reliability tests, normality test, multicollinearity test, linearity test, correlation coefficient test, multiple linear analysis, goodness of fit test, t test, coefficient of determination and hypothesis testing. The brand awareness variable has a positive regression coefficient which means that if brand awareness is increased every one unit, it will increase consumer buying interest. It can be concluded that brand awareness has a significant effect on consumer buying interest of IndieHome East Bandung. The word of mouth variable has a positive sign of regression coefficient which means that if word of mouth is increased every one unit, it will increase consumer buying interest so that it has a significant effect on consumer buying interest of IndieHome East Bandung.
Keywords: brand awareness, word of mouth, consumer buying interest
