PENGARUH KOL, PROMOSI, DAN HARGA TERHADAP MINAT BELI KONSUMEN PADA LIQUID VAPE CREAMSIE WHIMSIE

Abstract

This research analyzes the effect of Key Opinion Leader, promotion, and price on the purchasing interest for the Vape liquid products at Creamsie Whimsie (Case Study for the customers in Surabaya). Furthermore, the background of this study was a decline in sales figures for Creamsie Whimsie products from 2023 to 2024 though the marketing strategy continued to be implemented. The research applies quantitatively with a survey as its methodology. Moreover, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed to 100 respondents who were consumers of the Creamsie Whimsie in Surabaya. Additionally, the data analysis technique used was multiple linear regression analysis with a hypothesis test with a partially applied (t-test) and simultaneous (F-test). The result indicates that Key Opinion Leader (KOL), promotion, and price have a positive and significant effect on consumers’ purchasing interest. In short, promotion is the most dominant effect of other variables.