PENGARUH DAYA TARIK IKLAN DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT PEMBELIAN PRODUK SEPATU ONITSUKA TIGER PADA MALL DELIPARK MEDAN

Authors

  • Muhammad Mutiarangga Universitas Tjut Nyak Dhien
  • Teuku Muhammad Iqbal Chaira Universitas Samudra
  • Safuridar Safuridar Universitas Samudra
  • Puty Andini Universitas Samudra

DOI:

https://doi.org/10.24114/niaga.v14i1.65046

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Daya Tarik Iklan  terhadap Minat Pembelian Produk Sepatu Onitsuka Tiger, mengetahui pengaruh Electronic Word of Mouth pada Mall Deli Park Medan terhadap Minat Pembelian Produk Sepatu Onitsuka Tiger pada Mall Deli Park Medan serta mengetahui pengaruh Daya Tarik Iklan dan Electronic Word of Mouth terhadap Minat Pembelian Produk Sepatu Onitsuka Tiger pada Mall Deli Park Medan. Penelitian ini adalah penelitian deskriptif kuantitatif dengan instrumen kuisioner. Penarikan sampel penelitian menggunakan sampel insidental sehingga diperoleh sampel sebanyak 70 orang. teknik analisis data berupa uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji parsial dan uji simultan. Hasil penelitian. Kesimpulan penelitian adalah Daya Tarik Iklan berpengaruh signifikan terhadap Minat Pembelian Produk Sepatu Onitsuka Tiger, Electronic Word of Mouth berpengaruh signifikan terhadap Minat Pembelian Produk Sepatu Onitsuka Tiger serta secara simultan Daya Tarik Iklan dan Electronic Word of Mouth berpengaruh signifikan terhadap Minat Pembelian Produk Sepatu Onitsuka Tiger.   Kata Kunci: Daya Tarik Iklan, Electronic Word of Mouth, Minat Pembeli.

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Published

2025-04-26

Issue

Vol. 14 No. 1 (2025): NIAGAWAN VOL 14 NO 1 MARET 2025

Section

Articles

License

Copyright (c) 2025 Muhammad Mutiarangga, Teuku Muhammad Iqbal Chaira, Safuridar Safuridar, Puty Andini

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