نبذة مختصرة : Oishi Bento is a Japanese-style fast food vendor that can compete with bento companies. One of the marketing strategies that Oishi Bento applies is to use social media to increase marketing and of course increase profits. Researchers are interested in how Instagram and Electronic Word of Mouth (e-WoM) affect consumer interest in buying Oishi bento. The purpose of this study was to clarify the impact of electronic word-of-mouth (e-WoM) on the power of Instagram and consumer interest in buying Oishi bento. Respondents who became the target of researchers in this study were Instagram followers @oishibento. The survey method used is quantitative and a survey of 100 respondents as a sample uses a survey as a survey tool. Based on the research results, Instagram social media variables (X1) and electronic word-of-mouth (X2) have a significant positive effect (simultaneously) on the consumer interest variable (Y) to buy Oishi bento products simultaneously. Social media Instagram and electronic reviews have an effect of 58.6% on consumer interest in buying Oishi Bento products, with an influence of 41.4% being another variable that was not examined. Oishi Bento adalah vendor makanan cepat saji ala Jepang yang mampu bersaing dengan perusahaan bento. Salah satu strategi pemasaran yang Oishi Bento terapkan adalah dengan memanfaatkan media sosial untuk meningkatkan pemasaran dan tentunya meningkatkan keuntungan. Peneliti tertarik bagaimana Instagram dan electronic word of mouth (e-WoM) mempengaruhi minat konsumen untuk membeli bento Oishi. Tujuan dari penelitian ini adalah untuk mengklarifikasi dampak dari electronic word-of-mouth (e- WoM) terhadap kekuatan Instagram dan minat konsumen untuk membeli Oishi bento. Responden yang menjadi target peneliti dalam penelitian ini adalah followers Instagram @oishibento. Metode survei yang digunakan adalah kuantitatif dan survei 100 responden sebagai sampel menggunakan survei sebagai alat survei. Berdasarkan hasil penelitian, variabel media sosial Instagram (X1) dan electronic ...
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