Analisis Pengaruh Kepercayaan Media Sosial Instagram dan Word of Mouth (WOM) terhadap Minat Beli Laptop: Studi Kasus pada Komunitas Laptop Gaming Indonesia

Abstract

The purpose of this research is to analyze the influence of social media Instagram and word of mouth (WOM) to the buying interest of laptop with high performance in the Indonesian gaming laptop community, and knowing which way of marketing is more influential. This research uses quantitative research method. The population in this study is Indonesian people who like to play games, and the sample in this study is 198 members of Indonesian gaming laptop community, which is determined by purposive sampling method. Data collection techniques used in this study is questionnaires made by the researcher, and then the data were analyzed using SPSS 24. The results showed a significant positive influence between social media Instagram and WOM to the interest of buying a laptop with high performance in the Indonesian gaming laptop community.