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All Journal JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi
Nava Prasetya
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH CORPORATE IMAGE DAN WORD OF MOUTH TERHADAP MINAT BELI PRODUK PADA MADANI SKINCARE KEDIRI Nava Prasetya; Ariadi Santoso; Siti Wahyuni
JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi Vol 2, No 2 (2019)
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (104.434 KB) | DOI: 10.30737/jimek.v2i2.583

Abstract

This study aims to determine how the influence of corporate image and word of mouth on product buying interest in Madani Skincare Kediri. This type of research is explanatory research with a quantitative approach and using survey methods conducted to 30 respondents. Sampling using nonprobability sampling method with purposive sampling technique. Data processing is performed using multiple linear regression analysis tools. Based on hypothesis testing, the t test results showed that the corporate image and word of mouth variables had a positive and significant effect on buying interest. The most dominant variable influencing buying interest is word of mouth. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh corporate image dan word of mouth terhadap minat beli produk pada Madani Skincare Kediri. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif dan menggunakan metode survey yang dilakukan kepada 30 responden. Pengambilan sampel menggunakan metode nonprobability sampling dengan teknik purposive sampling. Pengolahan data dilakukan dengan menggunakan alat analisis regresi linear berganda. Berdasarkan pengujian hipotesis, hasil uji t menunjukkan bahwa variabel corporate image dan word of  mouth berpengaruh positif dan signifikan terhadap minat beli. Variabel yang paling dominan mempengaruhi minat beli yaitu word of  mouth.
Co-Authors Ariadi Santoso Siti Wahyuni