PENGARUH ELECTRONIC WORD OF MOUTH MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI PRODUK SCARLETT
DOI:
https://doi.org/10.51903/e-bisnis.v17i2.2071Keywords:
Electronic Word of Mouth, Instagram, Minat beli.Abstract
This study raises questions about the effect of Electronic Word of Mouth on consumer buying interest, with the aim of contributing to companies in increasing the effectiveness of Electronic Word of Mouth to increase buying interest. This study aims to determine the effect of Electronic Word of Mouth through Instagram social media on Scarlett's purchase intention, with variables of information quality, information quantity, information credibility, information adoption and purchase intention. This research is using quantitative methods and this type of research is causal, researchers distributed questionnaires with the help of google form, namely 400 respondents using an ordinal scale. Sample calculation using the formula from Yamane with probability sampling technique and with simple random sampling type in data analysis this research uses descriptive analysis and PLS-SEM method. The findings of this study reveal that the information quality variable, the information quantity variable, and the information credibility variable significantly and positively affect information usefulness. Then, the information usefulness variable significantly and positively affects information adoption, and the information adoption variable significantly and positively affects purchase intention. This research is where the variable that has a high assessment is the information usefulness variable on information adoption.
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Winarno, K. O., & Indrawati, I. (2022). IMPACT OF SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH (E-WOM) ON PURCHASE INTENTION. Jurnal Aplikasi Manajemen, 20(3). https://doi.org/10.21776/ub.jam.2022.020.03.15
Agustina, M., Handry, & Tholok, W. F. (2019). Pengaruh Kepercayaan, Kemudahan, Kualitas Informasi Terhadap Keputusan Pembelian Secara Online Pada Situs Jual Beli Tokopedia (Studi Kasus Wilayah Tangerang) (Vol. 17, Issue 3). https://jurnal.ubd.ac.id/index.php/ds
Amarin, & Wjaksana. (2021). Pengaruh Kualitas Sistem, Kualitas Informasi, dan Kualitas Layanan Terhadap Kepuasan Konsumen (Studi Pada Pengguna Aplikasi Berrybenka di Kota Bandung).
APJII. (2024). APJII Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. Apjii.or.Id.
Avifah, & Saputri, M. E. (2024). Faktor-Faktor Information Adoption Model terhadap Purchase Intention: Studi pada Media Sosial Tiktok Azarine Cosmetic. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5), 3778–3790. https://doi.org/10.47467/alkharaj.v6i5.1843
Azmi, S. N., & Rachmawati, I. (2023). PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA MEDIA SOSIAL TIKTOK DEAR ME BEAUTY.
Devara, S. A., & Rachmawati, I. (2023). Pengaruh E-Wom, Brand Image, dan Price Terhadap Repurchase Intention Pada Iphone. SEIKO : Journal of Management & Business.
Ernawati, D. (2019). PENGARUH KUALITAS PRODUK, INOVASI PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK HI JACK SANDALS BANDUNG. In Jurnal Wawasan Manajemen (Vol. 7, Issue 1).
Ghozali, I. (2021). PARTIAL LEAST SQUARES KONSEP TEKNIK DAN APLIKASI MENGGUNAKAN PROGRAM SMARTPLS 3.2.9. Badan Penerbit Undip.
Ghozali, I., & Latan, H. (2017). Partial Least Square (Konsep, Metode dan Aplikasi Menggunakan Program Warp PLS 5 (third). Badan Penerbit Universitas Diponegoro.
Hair, Hult, Ringle, Sarstedt, & Danks. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R.
Hussain, S., Song, X., & Niu, B. (2020). Consumers’ Motivational Involvement in eWOM for Information Adoption: The Mediating Role of Organizational Motives. Frontiers in Psychology, 10. https://doi.org/10.3389/fpsyg.2019.03055
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007
Joan, V. (2022). Produk Kecantikan Tembus Transaksi Rp210 Miliar, Brand Lokal Terfavorit. Compas.Co.Id.
Kotler, philip, keller, kevin lane, & chernev, A. (2021). MARKETING MANAGEMENT (16e ed.). Pearson Education.
Kotler, P., & Armstrong, G. (2021). Principle Of Marketing . Pearson Education.
KumparanTECH. (2024). Instagram Jadi Aplikasi dengan Download Terbanyak 2023, Kalahkan TikTok. Kumparan.Com.
Lee, J. (2018). The effects of knowledge sharing on individual creativity in higher education institutions: Socio-technical view. Administrative Sciences, 8(2). https://doi.org/10.3390/admsci8020021
Meidy, R. F., Suhartanto, D., & Senalasari, W. (2020). Prosiding The 11 th Industrial Research Workshop and National Seminar Bandung.
Merdeka.com. (2022). Instagram adalah Media Sosial berbasis Foto dan Video, Pahami Fungsi dan Fiturnya. Merdeka.Com.
Pramita, E. (2022). Skincare Lokal Paling Banyak Dicari Tahun 2022, dari Somethinc hingga Whitelab. Cantika.Com.
Prasetio, A., Witarsyah, N. A., & Indrawati. (2024). The effect of e-WOM on purchase intention in e-commerce in Indonesia through the expansion of the information adoption model. International Journal of Data and Network Science, 8(3), 1959–1968. https://doi.org/10.5267/j.ijdns.2024.1.017
Rofiah, C. (2020). Chusnul Rofiah Pengaruh Electronic Word Of Mouth Terhadap Keputusan Berkunjung Dimediasi Oleh Citra Destinasi (Vol. 3, Issue 1). http://ejournal.stiedewantara.ac.id/index.php/JMD/issue/view/50Halaman32-39
Rofiudin, M., Shabry, M., & Juniarsa, N. (2022). PENGARUH HARGA DAN FITUR LAYANAN TERHADAP MINAT BELI KONSUMEN TOKOPEDIA PASCA COVID 19 DI MALANG RAYA. In Jurnal Ilmu-ilmu Sosial (Vol. 19, Issue 2).
Rosdiana, R., Haris, I. A., & Suwena, K. R. (2019). PENGARUH KEPERCAYAAN KONSUMEN TERHADAP MINAT BELI PRODUK PAKAIAN SECARA ONLINE. In Jurnal Pendidikan Ekonomi Undiksha (Vol. 11, Issue 1).
Salmiah, Sahir, S. H., & Fahlevi, M. (2024). The effect of social media and electronic word of mouth on trust and loyalty: Evidence from generation Z in coffee industry. International Journal of Data and Network Science, 8(1), 641–654. https://doi.org/10.5267/j.ijdns.2023.8.021
Sibtiyah, S., & Latief, J. (2023). Analisis Faktor yang Mempengaruhi Pebisnis Menggunakan Media Sosial Instagram Sebagai Sarana Promosi. Jurnal Ekonomi Dan Manajemen Teknologi.
Silaban, P. H., Dayarana, A., Silalahi, K., Sormin, S., & Hutagalung, W. E. (2022). PENGARUH KEGUNAAN INFORMASI TERHADAP ADOPSI INFORMASI YANG MEMPENGARUHI NIAT BERKUNJUNG PADA DESTINASI WISATA DANAU TOBA. www.madzamedia.co.id
Solihin, M., & Ratmono, D. (2020). Analisis SEM - PLS Dengan WarpPLS 7.0. CV ANDI OFFSET.
Utomo, A., & indrawati. (2023). The Influence of eWOM, Perceived Value and Trust towards Purchase Decision of Airbnb in Indonesia. Asian Journal of Research in Business and Management.
Venema. (2021). 5 TYPES OF CUSTOMERS & WHAT MOTIVATES THEM. Namogoo.Com.
Waluyo, D. (2023). Fenomena Cantik Industri Kosmetik. Indonesia.Go.Id/.
Wardhana Aditya, Susanto, Setyawati, Pancawati, Junaedi, Krisnawati, Susanti, Mulyana, Fahrozi, Pasha, Nugraha, & Ulfah. (2021). CONSUMER BEHAVIOR : ESSENCE, POSITION, & STRATEGY (Sudirman Acai, Ed.). Media Sains Indonesia.
We Are Social Indonesia. (2023). Digital 2023 . We Are Social.
Widodo, T., & Krisma Maylina, N. L. P. (2022). The mediating role of perceived value and social media word-of-mouth in the relationship between perceived quality and purchase intention. Jurnal Manajemen Dan Pemasaran Jasa, 15(1), 49–68. https://doi.org/10.25105/jmpj.v15i1.9468
Winarno, K. O., & Indrawati, I. (2022). IMPACT OF SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH (E-WOM) ON PURCHASE INTENTION. Jurnal Aplikasi Manajemen, 20(3). https://doi.org/10.21776/ub.jam.2022.020.03.15
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Published
2024-12-02
How to Cite
Harry Sugih Anugrah, Heppy Millanyani, & Galuh Sudarawerti. (2024). PENGARUH ELECTRONIC WORD OF MOUTH MELALUI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI PRODUK SCARLETT. E-BISNIS: JURNAL ILMIAH EKONOMI DAN BISNIS, 17(2), 236–249. https://doi.org/10.51903/e-bisnis.v17i2.2071
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