PENGARUH PERCEIVED RISK DAN ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION PADA PRODUK UNIBEBI COUGH SYRUP DI KOTA PALEMBANG

ABSTRACT

This study aims to find out and prove whether the perceived risk and electronic word of mouth variables have a positive and significant influence on purchase intention for Unibebi Cough Syrup products in Palembang City. The population in this study is the community in the city of Palembang. The sample in this study was 100 respondents who met the criteria using a purposive sampling technique. Data analysis techniques used in this study include validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, hypothesis testing which consists of the t test and the coefficient of determination (R²) with the help of SPSS 25 used as an analytical tool in this study. The research results obtained show that the perceived risk and electronic word of mouth have positive and significant influence on purchase intention for Unibebi Cough Syrup products in Palembang City.

Keywords: perceived risk, electronic word of mouth, purchase intention