THE INFLUENCE OF SOCIAL MEDIA AND WORD OF MOUTH ON CONSUMER BUYING INTEREST AT MCDONALD'S EMERALD BINTARO, SOUTH TANGERANG CITY
DOI:
https://doi.org/10.58174/ijimes.v1i5.76Keywords:
Social Media; Word of Mouth; Consumer Purchasing Interest.Abstract
The purpose of this study is to determine the influence of social media and word of mouth on consumer purchasing interest at McDonald's Emerald Bintaro, South Tangerang City. The method used is quantitative. The sampling technique uses the Slovin formula and obtained a sample of 100 respondents. Data analysis uses validity tests, reliability tests, classical assumption tests, regression analysis, correlation coefficients, determination coefficients and hypothesis tests. The population in this study were consumers at McDonald's Emerald Bintaro, South Tangerang City and the number of saturated samples was 100 respondents. Data collection methods were through questionnaires with a Likert scale, observation, and literature studies. The results of this study indicate that social media significantly influences consumer purchasing interest, with a coefficient of determination of 38.4%, and the hypothesis test obtained t count > t table or (7.817 > 1.984). Word of mouth significantly influences consumer purchasing interest, with a coefficient of determination of 38.2%, and the hypothesis test obtained t count > t table or (7.788 > 1.984). Social media and word of mouth simultaneously significantly influence consumer purchasing interest, with the regression equation Y = 8.176 + 0.380X1 + 0.406X2, with a coefficient of determination of 53.4%, while the remaining 46.6% is influenced by other factors. The hypothesis test obtained F count > F table or (55.623 > 3.090).
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