PERAN WORD OF MOUTH MEMEDIASI HUBUNGAN ANTARA IKLAN DAN HARGA TERHADAP MINAT BELI

Abstrak

This study aims to find out how word of mouth mediates the relationship of advertising and prices with buying interest in Traveloka.com and knows how much influence Traveloka.com advertisements have on the interest in buying Traveloka.com. This research was conducted by distributing questionnaires to 100 respondents. The sample criteria in this study are domiciled in the city of Denpasar, respondents who have at least high school or equivalent education, respondents have never used traveloka.com. The types of data used in this study are qualitative data and quantitative data. The data analysis technique used is descriptive statistical analysis, classic assumption test, inferential statistics, sobel test, and VAF test. Based on the results of the analysis, it was found that advertising had a positive effect on word of mouth, advertising had a positive effect on buying interest, prices had a positive effect on word of mouth, prices had a positive effect on buying interest, word of mouth had a positive effect on buying interest and word of mouth was able to mediate the relationship between advertising and prices for buying interest.

Keywords: word of mouth, advertising, price, buying interest