PENGARUH ELECTRONIC WORD OF MOUTH DAN JAMINAN TERHADAP PEMBELIAN ONLINE DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Followers Instagram Ayam In Tebing Slimut Kremes )

This research aims to determine the influence of electronic word of mouth and guarantees on online purchases with purchase intention as an intervening variable. The research method used is a quantitative method using the help of
SPSS 25.0 which was collected from the results of distributing questionnaires to Instagram followers of Ayam In Tebing Slimut Kremes. The analysis method used in this study is using an instrument test, namely validity and reliability tests. Classic assumption tests, namely normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression analysis, determination
coefficient analysis (R2), hypothesis tests, namely T tests and path analysis. The results of SPSS 25.0 in this research are that electronic word of mouth has an effect on buying interest, guarantees have an effect on buying interest, electronic word of mouth has no effect on online purchases, guarantees have no effect on online purchases with buying interest as an intervening variable, guarantees have an effect towards Online Purchases with purchase interest as an intervening variable.