Pengaruh Word of Mouth dan Promosi Online terhadap Minat Beli Masyarakat pada Usaha Makanan Online Nasi Madura Pantry’s Kota Pasuruan

The development of the digital era is an opportunity and a challenge for business actors to market their products. For business actors who cannot take advantage of these opportunities, it will be difficult to compete in marketing their products compared to business actors who do marketing using technology or online. The Nasi Madura Pantry's business, which is located in Pasuruan City, is a food business that does marketing through word of mouth and marketing through online media on the Instagram application. The purpose of the study was to determine the effect of word of mouth and online promotion on people's buying interest. This research used a quantitative descriptive approach with the method used was multiple linear regression analysis. The results of this study were that the word-of-mouth variable has no significant effect on people's buying interest, while the online promotion variable has a significant effect on people's buying interest. From these two variables, it is hoped that it can increase people's buying interest, namely by increasing indicators for each variable (word of mouth and online promotion) which has the most