Pengaruh Electronic Word of Mouth (E-WOM), Harga dan Lokasi terhadap Minat Beli Konsumen (Studi pada Toko Awan Pancake Strawberry Berastagi)

Abstract

This research has a background related to the phenomenon of the culinary industry which continues to grow in Berastagi with various types of preparations and existing natural resources. These natural resources are an opportunity for the culinary industry to run its business. One of the natural resources that is processed into food is strawberries which are processed into pancakes, jam and ice cream. The uniqueness of Awan Strawberry Pancakes makes people interested in making purchases. This study aims to analyze the effect of Electronic Word of Mouth (E-WOM) on consumer buying interest at the Awan Pancake Strawberry, analyze the effect of price on consumer buying interest at the Awan Pancake Strawberry, analyze the effect of location on consumer buying interest at the Awan Pancake Strawberry, and to analyze the effect of Electronic Word of Mouth (E-WOM), price, and location on consumer buying interest in Awan Pancake Strawberry. The research method used in this study is a quantitative approach. The population in this study were consumers of Awan pancake strawberry, the sample was determined to be 100 respondents with a sampling technique using purposive sampling. Data collection techniques in this study used primary data obtained from distributing questionnaires through the Google form, for secondary data obtained through books and articles related to this research. The data analysis method used is validity test, reliability test, classic assumption test, multiple linear analysis, partial test, simultaneous test and determination test. The results showed that electronic word of mouth (E-WOM) (X1), price (X2) and location (X3) variables partially had a significant effect on consumer buying interest (Y). Based on the test of the coefficient of determination, the R2 value is 0.204 which means that the influence of electronic word of mouth (e-wom), price and location on consumer buying interest in the Awan Pancake Strawberry is 20.4% while the remaining 79.6% is influenced by other factors that are not described in this study.