PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN (Studi Pada Produk Mobil Wuling di Kota Malang)

This research aims to test the influence of electronic word of mouth and brand image to the interest of buying consumer of wuling car products in Malang city. This type of research is quantitative research with the populalsi of community who have visited the Wuling car dealers in Malang City, sampling techniques using purposive sampling. The technique of data collection using the questionnaire was conducted in 126 respondents. Analysis tools used multiple linear regression and hypothesis testing. The results reveal that the electronic word of mouth is positive and significant in the interest of buying consumers. Brand images have a positive and significant impact on consumer buying interest. Electronic word of mouth and brand image have a positive and significant impact on consumer interest