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

DOI

10.2991/ictgtd-18.2018.16How to use a DOI?

Keywords

Electronic Word of Mouth (e-WOM), Marketing Mix (7P), Buying Interest of Young Consumer.

Abstract

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

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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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  - 10.2991/ictgtd-18.2018.16
ID  - DjokoSulistiyo2018/03
ER  -