%A 1341011013 ANTONI ADI WIYOKO 
%T PENGARUH IKLAN INTERNET DAN ELECTRONIC WORD OF MOUTH
TERHADAP MINAT BELI PRODUK SMARTPHONE LENOVO
%X Penelitian ini bertujuan untuk mengetahui variabel manakah yang mempengaruhi Minat beli
produk smartphone Lenovo. Variabel independen yang diteliti yaitu; Iklan Internet (X1) dan
Electronic Word Of Mouth (X2) dengan variabel dependen yaitu Minat beli (Y).
Penelitian ini menggunakan sampel sebanyak 100 responden. Sedangkan pengambilan
sampel menggunakan teknik judgmental sampling yang menggunakan metode nonprobability
sampling. tipe pemilihan sampel secara acak yang diperoleh dengan
menggunakan pertimbangan tertentu. Uji yang digunakan untuk menguji instrument
penelitian berupa uji validitas dan uji realibilitas. Uji hipotesis menggunakan uji t.
Hasil penelitian ini menunjukkan bahwa berdasarkan hasil analisis regresi berganda nampak
bahwa Iklan Internet (X1) dan Electronic Word Of Mouth (X2) berpengaruh positif dan
signifikan terhadap Minat beli produk smartphone Lenovo. Variabel yang paling dominan
memengaruhi Minat beli adalah variabel Electronic Word Of Mouth.
Kata kunci: Iklan internet, Electronic Word Of Mouth, Minat beli.

abstract

This study aims to determine the factors that influence buying interest Lenovo smartphone
products. The independent variables studied were; Internet advertising (X1) and Electronic
Word of mouth (X2) with the dependent variable is the buying interest (Y).
This study used a sample of 100 respondents. While sampling using judgmental sampling or
non-probability sampling that uses the type of random sample selection obtained by using
certain considerations. Test used to test the research instrument in the form of test validity
and reliability test. Hypothesis testing using t test and F test.
The results of this study indicate that based on the results of multiple regression analysis it
appears that Internet advertising (X1) and Electronic Word of mouth (X2) positive and
significant impact on buying interest Lenovo smartphone products. The most dominant
variable affecting buying interest is variable Electronic Word of mouth.
Keywords: Internet advertising, Electronic Word of mouth, Purchase Intention.
%C UNIVERSITAS LAMPUNG
%D 2018
%I FAKULTAS EKONOMI DAN BISNIS 
%L eprints31266