Work

Pengaruh Media Sosial, Word of Mouth, Dan Efektivitas Iklan Terhadap Minat Beli Pada Teh Gelas Di Kota Batam

Year: 2025

Type: article

Abstract: The rise of technology and social media has transformed product promotion and marketing in the digital era. Social media, word of mouth (WOM), and advertising effectiveness significantly influence consumer buying interest. This study examines their impact on buying interest in Teh Gelas products in Batam City using a quantitative descriptive approach. With a sample size of 100 respondents determined via the Lameshow formula, the study targeted Teh Gelas consumers who had tried the product at least once in 2023. Data was collected through an online questionnaire and analyzed using SPSS. Results indicate that social media, WOM, and advertising effectiveness each positively and significantly affect buying interest in Teh Gelas.

Source: Dinamika

DOI: 10.51903/3whvr933

Authors: Nova Julianti Br Sitompul, Nur Elfi Husda

Institution: Universitas Putera Batam

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4410924257

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Related to: 10