THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) PROMOTION OF STUDENT INTEREST IN BUYING SHARES: STUDY ON PNJ INVESMENT GALLERIES

Abstract

ABSTRACT   
The background of this research is lack students interest on buying shares.  It arise the idea
to do this study.  Research begins with exploratory research to find out what promotion methods are
most preferred to arouse their interest among viral marketing, referral marketing, and community
marketing or buzz marketing.  The unit analysis is 200 students who have a stock account at PNJ
investment gallery.  Statistic tool used in the study was multiple linear regression.  The result shows
that referral marketing, community marketing and buzz marketing influential promotion tools in arise
student interest to buy shares.  Furthermore, positive students’ mindset is also an important factor to
accept the promotion message easily.
Keywords: electronic word of mouth (EWOM), promotion, buying stock interest