Analysis of Electronic Word of Mouth (e-WOM) and Marketing Mix (7P) on Buying Young Consumer Interest in Restaurants and Cafes in Gading Serpong, Tangerang
Tri Djoko Sulistiyo, Jason Augustian F
Tri Djoko Sulistiyo
Available Online March 2018.
- https://doi.org/10.2991/ictgtd-18.2018.16How to use a DOI?
- Electronic Word of Mouth (e-WOM), Marketing Mix (7P), Buying Interest of Young Consumer.
- Culinary business competition in Indonesia is getting tougher in this digital era, where consumers have the power to influence other consumer behavior through social media reviews. In addition, one of the main things that affect consumer behavior is the existing marketing mix such as Product, Price, Place, Promotion, People, Process, and Physical Evidence. This study was conducted with the aim of knowing the effect of electronic word of mouth in social media (X1), marketing mix (7P) (X2), and buying interest of young consumer (Y). From the results of this study can be concluded that electronic word of mouth (X1) and marketing mix (7P) (X2) affect the buying interest of young consumers (Y) either partially or simultaneously. From the results of discussion of each variable is not found the variable X that affects variable Y greater than 60% so it can be concluded that there are many other variables that can affect consumer buying interest. So it is advisable for businesses to be able to pay attention to all aspects related to their business in order to facilitate consumers in choosing
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Tri Djoko Sulistiyo AU - Jason Augustian F PY - 2018/03 DA - 2018/03 TI - Analysis of Electronic Word of Mouth (e-WOM) and Marketing Mix (7P) on Buying Young Consumer Interest in Restaurants and Cafes in Gading Serpong, Tangerang BT - Proceedings of the 2nd International Conference on Tourism, Gastronomy, and Tourist Destination (ICTGTD 2018) PB - Atlantis Press SP - 125 EP - 137 SN - 2352-5428 UR - https://doi.org/10.2991/ictgtd-18.2018.16 DO - https://doi.org/10.2991/ictgtd-18.2018.16 ID - DjokoSulistiyo2018/03 ER -