口碑和产品创新对消费者购买巴伦邦利乐咖啡意向的影响

JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Pub Date : 2024-04-01 DOI:10.35870/jemsi.v10i2.2289

Inka Liananda, S. Hildayanti, Mohammad Kurniawan

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引用次数: 0

摘要

本研究旨在确定口碑和产品创新对巴伦邦利乐咖啡（Tetra Coffee Palembang）消费者购买兴趣的影响。本研究采用描述性方法和定量研究方法。本研究的抽样技术采用简单随机抽样的概率抽样法。使用 Lemeshow 公式确定样本数量，得出本研究至少需要 96 名受访者。使用数据质量检验、经典假设检验和多元线性回归分析进行数据分析。研究结果表明，口碑（X1）对巴奔邦利乐咖啡（Tetra Coffee Palembang）的消费者购买兴趣（Y）有积极而显著的影响。产品创新（X2）对Tetra Coffee Palembang的消费者购买兴趣（Y）有积极而显著的影响。口碑（X1）和产品创新（X2）对巴伦邦利乐咖啡的消费者购买兴趣（Y）有积极而显著的影响。根据变量 X1 和 X2 的结果，Y 的 RSquare 为 0.870，这意味着口碑（X1）和产品创新（X2）这两个变量对购买兴趣（Y）的影响为 87%。剩下的 13%则受到所研究变量之外的其他变量的影响。

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Pengaruh Word of Mouth dan Product Innovation Terhadap Minat Beli Konsumen Tetra Coffee Palembang

This study aims to determine the influence of word of mouth and product innovation on the buying interest of Tetra Coffee Palembang consumers. This research method is a descriptive method with a quantitative research approach. The sampling technique in this study uses the probability sampling method with a simple random sampling approach. Determination of the number of samples using the Lemeshow formula obtained the minimum number of samples needed in this study was 96 respondents. Data analysis using data quality tests, classical assumption tests, and multiple linear regression analysis. The result of this study is that word of mouth (X1) has a positive and significant effect on consumer buying interest (Y) at Tetra Coffee Palembang. Product innovation (X2) has a positive and significant effect on consumer buying interest (Y) at Tetra Coffee Palembang. Word of mouth (X1) and product innovation (X2) have a positive and significant effect on consumer buying interest (Y) at Tetra Coffee Palembang. Based on the results of the variables X1 and X2 together there is a Y in RSquare of 0.870, this means that the influence of the variables word of mouth (X1) and product innovation (X2) together on and buying interest (Y) is 87%. The remaining 13% was influenced by variables other than the variables studied.

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来源期刊

JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi)

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