Electronic Word-Of-Mouth dalam Pembelian Produk Kecantikan

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PDF (Bahasa Indonesia)
Published Dec 14, 2022
DOI https://doi.org/10.21632/kbi.4.2.137-149

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Aura Fonda Firdausa
School of Business and Economic, Universitas Prasetiya Mulya
Livina Livina
School of Business and Economic, Universitas Prasetiya Mulya
Istijanto Istijanto
School of Business and Economic, Universitas Prasetiya Mulya
Krishnamurti Murniadi
School of Business and Economic, Universitas Prasetiya Mulya

Abstract

E-WOM merupakan pendapat konsumen baik secara positif maupun negatif terhadap suatu produk atau merek yang disebarluaskan melalui internet. Penelitian sebelumnya menyatakan bahwa keterlibatan e-WOM seperti kredibilitas informasi, kualitas akun merek, perilaku inovatif konsumen, dan sikap terhadap e-WOM mempengaruhi minat konsumen untuk melakukan pembelian sebuah produk. Penelitian tersebut dilakukan di Nigeria, sedangkan peneliti ingin melakukan penelitian di Indonesia. Tujuan dari penelitian ini untuk meneliti apakah faktor dari keterlibatan e-WOM dapat mempengaruhi minat pembelian produk skincare pada Instagram di Indonesia melalui teori Elaboration Likelihood Model (ELM) dan Theory of Reasoned Action (TRA). Analisis data dilakukan menggunakan AMOS Structural Equation Modeling (SEM) dengan 360 data responden melalui penyebaran kuesioner secara online dan menggunakan teknik non-probability sampling yaitu judgmental sampling. Penelitian ini memberikan temuan yaitu: (1) kualitas informasi dan kualitas akun Instagram merek tidak berpengaruh terhadap keterlibatan e-WOM, (2) kredibilitas informasi, dukungan sosial, perilaku inovatif, dan sikap terhadap e-WOM berpengaruh signifikan terhadap keterlibatan e-WOM, (3) sikap terhadap e-WOM berpengaruh signifikan terhadap minat pembelian, dan (4) keterlibatan e-WOM berpengaruh signifikan terhadap minat pembelian

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How to Cite
FIRDAUSA, Aura Fonda et al. Electronic Word-Of-Mouth dalam Pembelian Produk Kecantikan. Kajian Branding Indonesia, [S.l.], v. 4, n. 2, p. 137-149, dec. 2022. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/951>. Date accessed: 27 jan. 2023. doi: https://doi.org/10.21632/kbi.4.2.137-149.
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Issue
Vol 4 No 2 (2022): Kajian Branding Indonesia
Section
Articles
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