Pengaruh Gaya E-Word Of Mouth dan Kualitas Produk terhadap Minat Beli Produk Almeeraakyla dipekanbaru
Keywords:
Electronic Word of Mouth, Product Quality, Purchase Intention, SPSS, ReliabilityAbstract
The mission of this study is to evaluate the way AlmeeraAkyla buyers in Pekanbaru are influenced by electronic word-of-mouth (e-WOM) and product quality in respect to their intention to purchase it. 75 respondents received questionnaires as part of a survey procedure that used a quantitative method. SPSS version 26 was utilized for the analysis of the data. All variables have Cronbach Alpha values above 0.60, according to the reliability test results, demonstrating the dependability of all study tools. Each variable has a dependability score of 0.790 for Electronic Word of Mouth (X1), 0.867 for Product Quality (X2), and 0.928 for Purchase Intention (Y). The results show that consumers' propensity to buy the provided products is significantly influenced by both e-WOM and product quality.
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