PENGARUH WORD OF MOUTH DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN PADA PRODUK IMPLORA CHEEK & LIP TINT (Studi Kasus Pada Mahasiswi Semester V Kelas Pagi Prodi Manajemen T.A. 2022/2023 STIE Sultan Agung)

Abstrak

The purposes of this study are: 1. To determine the description of word of mouth, brand image and buying interest in Implora Cheek & Lip Tint products. 2. To determine the influence of word of mouth and brand image on buying interest n Implora Cheek & Lip Tint products both simultaneously and partially. This research uses the design of library research and field research. The sample in this research were 32 consumers who had used Implora Cheek & Lip Tint products. The type of data used in this study are qualitative data and quantitative data. Sources of data used in this study are primary data and secondary data. Data collection was carried out by interviews, questionnaires and documentation. Test the research instrument used is the validity test and reliability test. The 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. Word of mouth, brand image and consumer buying interest are good. 2. Word of mouth and brand image have a positive effect on consumer buying interest. 3. There is moderately high correlation between word of mouth and brand image on consumer buying interest. The level of buying interest can be explained by word of mouth and brand image. 4. The results of the hypothesis test stated that H₀ was rejected, meaning that there was a positive and significant influence between word of mouth and brand image on consumer buying interest in Implora Cheek & Lip Tint products both simultaneously and partially.