PENGARUH HARGA, DIGITAL SOCIAL RESPONSIBILITY, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI KONSUMEN SEPEDA LISTRIK DI KOTA MADIUN

Dinar Mardila Agustin

Abstract


This study aims to provide empirical data on the effect of price, digital social responsibility, and electronic word of mouth on consumer purchase intention for electric bicycles in Madiun City. This research uses a quantitative approach with 160 respondents as the sample. Data was collected through a questionnaire distributed via Google Form, and data analysis was carried out using SmartPLS3.0 software. The research findings show that: 1) Price does not have a significant influence on consumer purchase intention, 2) Digital social responsibility has no significant influence on consumer purchase intention, and 3) Electronic word of mouth has a significant effect on consumer buying interest in electric bicycles in Madiun City.

Keyword: Price, Digital Social Responsibility, Electronic Word of Mouth, Purchase Intention


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References


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