SKRIPSI: Pengaruh Price Discount, Electronic Word of Mouth dan Brand Awareness terhadap Minat Beli (Studi pada Coffee Shop Ingat Kopi Sorong)

Nur, Faida (2022) SKRIPSI: Pengaruh Price Discount, Electronic Word of Mouth dan Brand Awareness terhadap Minat Beli (Studi pada Coffee Shop Ingat Kopi Sorong). Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the effect of price discount, electronic word of mouth and brand awareness on purchase interest. The sample in this study were followers of the coffee shop, Ingat Kopi Sorong. The sampling technique used is the Non-Probability Sampling technique with purposive sampling method with the total of 59 respondents. Data analysis used multiple linear regression analysis using the IBM SPSS Statistics 25 program. The results showed that price discount had a positive and significant effect on purchase intention, electronic word of mouth had a positive and significant effect on purchase intention, and brand awareness had a negative and significant effect on purchase intention.

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