PERAN WORD OF MOUTH MEMEDIASI HUBUNGAN ANTARA IKLAN DAN HARGA TERHADAP MINAT BELI

Ida Ayu Ruby Kuberasyani · Ketut Rahyuda

6 citations0/0 files storedE-Jurnal Manajemen Universitas Udayana

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

This study aims to find out how word of mouth mediates the relationship of advertising and prices with buying interest in Traveloka.com and knows how much influence Traveloka.com advertisements have on the interest in buying Traveloka.com. This research was conducted by distributing questionnaires to 100 respondents. The sample criteria in this study are domiciled in the city of Denpasar, respondents who have at least high school or equivalent education, respondents have never used traveloka.com. The types of data used in this study are qualitative data and quantitative data. The data analysis technique used is descriptive statistical analysis, classic assumption test, inferential statistics, sobel test, and VAF test. Based on the results of the analysis, it was found that advertising had a positive effect on word of mouth, advertising had a positive effect on buying interest, prices had a positive effect on word of mouth, prices had a positive effect on buying interest, word of mouth had a positive effect on buying interest and word of mouth was able to mediate the relationship between advertising and prices for buying interest. Keywords: word of mouth, advertising, price, buying interest

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References

2023Prinsip-Prinsip Pemasaran 2006Advertising, Promotion, and Other Aspects of Integrated Marketing Communications 2017PENGARUH PROMOSI DAN HARGA TERHADAP MINAT BELI PERUMAHAN OBAMA PT. NAILAH ADI KURNIA SEI MENCIRIM MEDAN 2017PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI SAYURAN ORGANIK DI PASAR SAMBAS MEDAN 2016An examination of antecedents of conversion rates of e-commerce retailers 2016Pengaruh Iklan dan Word Of Mouth terhadap Brand Awareness Traveloka 2014ANALISIS PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP MINAT BELI KONSUMEN PRODUK BATIK SENDANG DUWUR LAMONGAN 2014Influence of Factors in Green Advertising upon Purchase Intentions- A Study of Pakistani University Students

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