Pengaruh Potongan Harga, Word of Mouth, dan Konten Sosial Media terhadap Minat Beli pada Ayam Penyet Mbak Zuni

Dewi, Ayu Bella Kusuma (2024) Pengaruh Potongan Harga, Word of Mouth, dan Konten Sosial Media terhadap Minat Beli pada Ayam Penyet Mbak Zuni. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

This research aims to determine the influence of price cuts, word of mouth, and social media content on purchasing interest in Ayam Penyet Mbak Zuni. This research uses a quantitative and qualitative research design with the SPSS version 26 data processing program. The population in this research is consumers of Ayam Penyet Mbak Zuni with a sample size of 96 respondents. Determination of sample size using non-probability methods with random sampling techniques. The results of this research show a partially significant positive influence on the variable X1 price discount which has a calculated t value of 2.079 > t table 1.98609 and has a significance value of 0.040 < 0.05. The word of mouth variable has a calculated t value of 2.058 > t table 1.98609 and has a significance value of 0.042 < 0.05. The social media content variable has a calculated t value of 3.161 > t table 1.98609 and has a significance value of 0.002 < 0.05. As well as having a significant positive influence simultaneously on the variables of price discounts, word of mouth, and social media content on purchasing interest in Ayam Penyet Mbak Zuni with a calculated f value of 28.421 > f table 2.70 and a significance value of 0.000 < 0.005.

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