PENGARUH eWOM (ELECTRONIC WORD OF MOUTH) PADA MEDIA SOSIAL FACEBOOK TERHADAP MINAT BELI KONSUMEN (STUDI PADA TEBING BAR & CAFE)

  • Adrian Gae Lomi
  • Juita L.D. Besie
  • Abas Kasim

Abstract

The purposes of this study was to determine the effect eWOM (electronic word of mouth), which
consists of Platform Assistance, Concern for Others, Expressing Positive Feelings, and Helping the
Company on social media Facebook, partially and simultaneously on Consumer Buying Interest.
The object of research is the Tebing Bar & Cafe in Yos Sudarso Kota Kupang. The independent
variables are the Platform Assistance, Concern for Others, Expressing Positive Feelings, and
Helping the Company. The population in this study are active Facebook users who have been
exposed to information about Tebing Bar and Cafe on Facebook. Samples taken as many as 50
respondents using purposive sampling technique. Then, analysis of data obtained by using multiple
regression analysis. This analysis includes: multiple analysis test, classic assumption test,
hypothesis testing through F-test and t-test, and analysis of the coefficient of determination (R2).
Based on the research results, obtained the regression equation: Y = -2.385 + 0.612X1+ 0.176X2
+ 0.405X3+ 0.271X4. Based on statistical data analysis, the classic assumption test, regression
model to be free and normal distribution. Individually from each of the most influential variable is
the variable Platform Assistance with a regression coefficient of 0.612, followed by a variable
Expressing Positive Feelings with a regression coefficient of 0.405, variable Helping the Company
with a regression coefficient of 0.271 and a variable Concern for Others with a regression coefficient
of 0.176. Hypothesis testing using t-test showed that the four independent variables are all proven to
significantly affect the dependent variable Consumer Buying Interests, whereas through F-test can
be seen that the independent variable is indeed feasible to test the dependent variable Consumer
Buying Interests. Figures Adjust R-Square of 0.948 indicates that 94.8% of the variable Consumers
Buying Interest are influenced by independent variables in the regression equation. While the
remaining 5.2% variable Consumer Buying Interest are influenced by other variables that are not
discussed this research.
Keywords: Electronic Word of Mouth (e-WOM), Consumer Buying Interest

Published
2019-07-18