LITERATURE REVIEW : THE INFLUENCE OF SOCIAL MEDIA, WORD OF MOUTH AND PRICES ON PURCHASING INTENTIONS YAKULT IN BEKASI CITY
Keywords:
Social Media, Word of Mouth, Price, Purchasing Intention, YakultAbstract
This research focuses on deepening the role of social
media, word of mouth and price on interest in buying
yakults. This research is a literature review to
strengthen previous findings from relevant variables.
This research uses a quantitative approach to answer
the research hypothesis. The population is not known
with certainty but the unit of analysis in this research
is respondents who know and have used yakult
products in the city of Bekasi. The SPSS statistical tool
can be used to test the suitability of the data and the
validity of the research model. Hypothesis testing
uses the t test and f test and determination.
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