Articles
Published 2026-10-06
Keywords
- Electronic Word of Mouth,
- minat beli,
- perilaku konsumen,
- bisnis kuliner,
- Geprek Mentai
- pemasaran digital ...More
How to Cite
PENGARUH E-WOM TERHADAP MINAT BELI KONSUMEN GEPREK MENTAI DI FOOD WALK SRIKANA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(11). https://journal.cib.institute/index.php/musytari/article/view/4885
Abstract
Penelitian ini bertujuan menganalisis pengaruh Electronic Word of Mouth (E-WOM) terhadap minat beli konsumen Geprek Mentai di Foodwalk Srikana. Menggunakan pendekatan kuantitatif kausal, data dikumpulkan melalui kuesioner daring berskala Likert 1–5 kepada 65 responden mahasiswa dengan teknik purposive sampling. Hasil uji kualitas instrumen menunjukkan seluruh 15 item E-WOM dan 15 item minat beli valid serta reliabel (Cronbach’s Alpha 0,915 dan 0,905). Analisis korelasi Pearson mencatat hubungan positif dan signifikan (r=0,666; p<0,001). Persamaan regresi linear sederhana yang diperoleh adalah Y=1,665+0,639X dengan uji t sebesar 7,08 (p<0,001) serta koefisien determinasi 0,4434. Temuan ini membuktikan E-WOM berpengaruh positif dan signifikan terhadap minat beli sebesar 44,34%, sedangkan 55,66% sisanya dipengaruhi faktor lain di luar model.References
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