Pengaruh Pengetahuan, Religiusitas, dan Electronic-Word of Mouth terhadap Minat Beli Paket Aqiqah (Studi Kasus Pada Ikade Catering)
Keywords:
Knowledge, Religiosity, e-WOM, Buying Interest, AqiqahAbstract
This study aims to find evidence of the influence of knowledge, religiosity, and electronic word of mouth. This type of research is quantitative research. The population in this study are people who have ordered aqiqah packages at Ikade Catering and people who will order aqiqah packages at Ikade Catering. The sampling technique used is accidental sampling. Analysis of the data used is Multiple Linear Regression Analysis and hypothesis testing through Determinant Coefficient Analysis (R2), F test (simultaneous) and t test (partial). In this study using four variables, namely Knowledge, Religiosity, and Electronic-Word Of Mouth as the independent variable and Buying Interest as the dependent variable. The results showed that knowledge had a positive and significant effect on buying interest, religiosity had no positive and significant effect on buying interest, and e-WOM had a positive and significant effect on buying interest.References
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