PENGARUH SIKAP GENERASI MILENIAL, MEDIA SOSIAL, DAN E-WOM TERHADAP MINAT BELI (SURVEY SEPEDA GUNUNG MEREK EXOTIC DI PONOROGO)

NISAK, KHOIRUN, WIJAYANTO, HERI and WIDYANINGRUM, PREMI WAHYU (2022) PENGARUH SIKAP GENERASI MILENIAL, MEDIA SOSIAL, DAN E-WOM TERHADAP MINAT BELI (SURVEY SEPEDA GUNUNG MEREK EXOTIC DI PONOROGO). S1 thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

This study aims to see whether there is an influence and the magnitude of the influence between Millennial Generation Attitudes, Social Media and E-Wom on Buying Interest (a survey of consumers of exotic brand mountain bikes in Ponorogo). The sample used is 96 respondents of Exotic brand mountain bike users in Ponorogo. and the analytical tool used is multiple linear regression analysis and the coefficient of determination. The results obtained that partially there is an influence between the Millennial Generation on Buying Interest. This is evidenced by the t-count value {4.170} is greater than the t-table value {1.98609}, partially there is an influence between Social Media on Buying Interest. This is evidenced by the t-count value {3.154} is greater than the t-table value {1.98609}, partially there is an influence between E-WOM on Purchase Intention. This is evidenced by the t-count value {4.965} is greater than the t-table value {1.98609}, simultaneously Attitudes of Millennial Generation, Social Media, and E-WOM have an effect on Buying Interest. This is evidenced by the calculated F value is greater than the F table value (57,327 > 2.70). The magnitude of the influence of Millennial Generation Attitudes, Social Media, and E-WOM on Buying Interest is 65.1%, which means that the buying behavior of exotic brand mountain bike consumers in Ponorogo is influenced by Millennial Generation Attitudes, Social Media, and E-WOM. While the remaining 34.9% is influenced by other variables that are not examined in this study.

Keywords: Millennial Generation Attitude, Social Media, E-WOM, Buying Interest

Item Type:	Thesis (S1)
Uncontrolled Keywords:	Keywords: Millennial Generation Attitude, Social Media, E-WOM, Buying Interest
Subjects:	T Technology > TX Home economics
Divisions:	Faculty of Economic > Department of Management
Depositing User:	fe . userfe
Date Deposited:	14 Feb 2025 06:47
Last Modified:	14 Feb 2025 06:47
URI:	https://eprints.umpo.ac.id/id/eprint/9232

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