Studi Produk Mahkota Sukses Indonesia: Ketertarikan Konsumen, Harga, Testimonial, dan Word of Mouth

Abstract

Meeting the needs of using social media today is greatly increasing because it offers various consumer needs easily, one of which is beauty products namely Mahkota Sukses Indonesia (MSI) products in Lumajang Regency. This phenomenon leads researchers to provide empirical evidence relating to prices, testimonials and word of mouth to consumer interest. There are inconsistencies in previous research so it becomes very important to study. The approach used is multiple linear regression. A total of 152 people have been willing to become research samples. The results show that prices are able to make consumers interested. Likewise with word of mouth that can make consumers interested. But testimonials have not been able to give consumers interest. In this case the existence of word of mouth is the most important factor in making consumers interested.