The Effect of Word of Mouth on Buying Interests through Trust In Cukli Creative Industries on Lombok Island
Abstract
Small and medium enterprises (SMEs) is one of the supporting economic growths of a region. Small and medium-sized businesses can be developed by increasing the buying interest of the people around. This research was conducted to find out the effect of Word of Mouth on buying interests and to find out the influence of Word of Mouth on trust, to find out the influence of trust on buying interests and to find out the influence of Word of Mouth on buying interests through trusts. This research was conducted in locations namely West Lombok Regency and Mataram City. The population in the study is people who have bought Cukli in two regencies in West Nusa Tenggara Province, namely West Lombok Regency located in Gunung Sari District, namely Sesela Village and in Mataram City, which is located in Cakra District, Sayang-Sayang Art Market, Rungkang Jankok Village and Lendang Re Village. Analysis of the data used is PLS with the results of the study showing that Word of Mouth has a positive effect on buying interest. Word of Mouth has a positive effect on trust. Trusts have a positive effect on buying interest and Word of Mouth has a positive effect on buying interest through trusts
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