PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN PADA SUPLEMENT MEREK IMBOOST FORCE ( STUDI KASUS APOTEK KIMIA FARMA CABANG TABING PADANG)

Abstract

This study aims to determine the effect of Electronic Word Of Mouth and Brand Image on Consumer Purchase Interest. This study uses data collection methods by distributing questionnaires. The population and sample used in this study were consumers who were interested in the Imboost force brand supplement at Kimia Farma Pharmacy Tabing Branch in Padang City, totaling 60 respondents. The data analysis methods in this study were PLS and SPSS. The hypotheses in this study were tested using analytical methods including: Measurement Model Assessment, Descriptive Analysis, R Square, Q Square and Structural Model Assessment. From the test results it can be concluded that Electronic Word Of Mouth has an effect on buying interest. Brand Image does not have a positive effect on consumer buying interest in the Imboost force brand supplement Apotek Kimia Farma Tabing Branch in Padang City.