E-WOM (ELECTRONIC WORD OF MOUTH) EFFECT ON BUYING INTEREST THROUGH BRAND IMAGE ON UMKM PRODUCTS UD. KRIYA LEAF WORKSHOP SURABAYA

Abstract

With the advancement of internet technology, an increasing number of consumers use the internet to find information about a product or company. Technological developments have encouraged the accelerated mobilization and exchange of information, especially in the fields of trade and marketing activities. and E-Wom (Electronic Word Of Mouth) has a very big role in the world of marketing through internet media. This study aims to determine the effect of E-Wom and Brand Image on Buying Interest through internet media. The sample used was 60 respondents from the Facebook account of UMKM UD. Kriya Daun Workshop. Data analysis was performed using the SPSS Version 18 program to test the influence relationship in the Path Analysis model. Based on the results of the analysis, it was concluded that the E-Wom variable affected UMKM UD. Leaf Craft Workshop. Based on the results of the F test using SPSS 18.0 software, it can be seen that the sig. amounting to 0,000, which means that it has a value less than 0.05, so it can be said that H0 is rejected, meaning that the E-Wom and Brand Image variables together (simultaneously) have a significant influence on the buying interest of UMKM UD. Kriya Leaf Workshop Surabaya.