Analysis of Electronic Word of Mouth (e-WOM) and Marketing Mix (7P) on Young Consumer Buying Interest in Restaurants and Cafes in Gading Serpong, Tangerang

摘要

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.