PENGARUH HARGA DAN WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN PADA HANDBODY CITRA (Studi Kasus Pada Remaja Putri Desa Gur-gur Sawah 1 Kecamatan Panombeian Panei)

Abstract

The purposes of this study are: 1. To determine the description of price, word of mouth and consumer buying interest in handbody citra. 2. To determine the effect of price and word of mouth on consumer buying interest in handbody images, either simultaneously or partially. This research is done by using the design of library research and field research. The sample in the study were 33 young women from the village of Gur-Gur Sawah 1. The types of data used in this research are qualitative data and quantitative data. Source of data using primary data and secondary data. Data collection techniques were carried out using questionnaires, interviews and documentation. The test of this research instrument is the validity test and reliability test. The data analysis technique used is the normality test, qualitative descriptive analysis and quantitative descriptive analysis. The results of this study can be summarized as follows: 1. Prices and word of mouth are good and consumer buying interest is good. 2. The results of the regression analysis show that there is a positive influence between price and word of mouth on consumer buying interest either simultaneously or partially. 3. The results of the correlation coefficient analysis show that there is a very strong relationship between price and word of mouth with consumer buying interest. Whether or not consumer buying interest can be explained by price and word of mouth.4. The results of the hypothesis test stated that H0 was rejected, meaning that price and word of mouth had a positive and significant effect on consumer buying interest both simultaneously and partially.