PENGARUH ELECTRONIC WORD OF MOUTH DAN KESADARAN MEREK (BRAND AWARNESS) TERHADAP MINAT BELI ULANG DI KL COFFEE BANDAR LAMPUNG

Abstract

This study aims to determine the effect of Electronic Word of Mouth, and brand awareness (brand awareness) on the interest in re -purchase at KL Coffee Bandar Lampung. The sample used in this study was consumers from those who had bought KL Coffee Bandar Lampung with a total of 120 respondents. The method used in this study is multiple linear regression analysis. Research data are processed using Microsoft Excel and SPSS 20 software. The independent variable in this study is Electronic Word of Mouth (X1), brand awareness (X2). The dependent variable in this study is the interest in re -buying (Y). The results of this study indicate that the Electronic Word of Mouth variable, and brand awareness (brand awareness) affects simultaneously on the interest in re -purchase. The contribution of the independent variable (Electronic Word of Mouth, and Brand Awareness (Brand Awarness) to the dependent variable (re -purchase interest) is 53.9%.

Keywords: Electronic Word of Mouth, Brand Awareness (Brand Awarness) and Re -Buying interst