PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) DI MEDIA SOSIAL FACEBOOK TERHADAP KEPUTUSAN PEMBELIAN
(Studi Kasus Pelanggan Muca Cafe Kupang)
-
Antonio E.L. Nyoko(1*)
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Cendana, Kupang
-
Anthonia Debora Dila Semuel(2)
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Cendana, Kupang
(*) Corresponding Author
Abstract
The development of information technology and the internet is currently developing very widely. This greatly affects the lifestyle of most humans at this time. The internet is an important part of everyday life in terms of accessing existing social media. Changes also occur in WOM (Word Of Mouth) communication. Through e-WOM communication, WOM behavior in social media, consumers can obtain information and exchange opinions about products and services. The purpose of this research is to investigate the effect of e-WOM in social media Facebook towards Purchasing Decision on Muca Cafe Kupang. The variables in this study are the independent variable; e-WOM (Intensity, Valence of Opinion, Content) and the dependent variable; Purchasing Decision. The population in this study were consumers who befriended in social media Facebook with Muca Cafe, with a sample of 100 respondents conducted by purposive sampling method. Data collection techniques in this study using the questionnaire method. The instruments were applied Validity Test, Reliability Test, Classic Assumption Test, and Hypothesis Testing using t-Test and F Test. Data analysis techniques used Descriptive Statistics, Multiple Linear Regression, and Coefficient of Determination. The result of this study indicates e-WOM through social media Facebook has a significant effect on Purchasing Decision. Thus, Muca Café should optimize its social media Facebook to attract many consumers.
Keywords: Content, Electronic Word Of Mouth, Intensity, Purchasing Decisions, Valence of Opinion
Downloads
References
APJII. 2019. BULETIN APJII EDISI 33 - Januari 2019
https://apjii.or.id/content/read/104/398/BULETIN-APJII-EDISI-33---Januari-2019 Tanggal diakses 1 Maret 2019
Azwar, S. 2000. Reliabilitas dan Validitas, Pustaka Belajar. Yogyakarta.
Bashar A., Ahmad I., dan Wasiq M. 2012. Effectiveness of Social Media as a Marketing Tool: an Empirical Study. International Journal of Marketing, Financial Services & Management Research. (1)11. 88-99.
Christy M,K,C., dan Lee-Matthew, K,O. (2010). What’s Drives Consumers to Spread Electronic Word of Mouth in Online Consumer-Opinion Platforms. Article Of Decision Support System.
Engel F. J., Blackwell, R.D., Miniard, P.W. 1995. Perilaku Konsumen. Edisi keenam. Jilid 2. Jakarta: Binarupa Aksara.
Ferdinand, A. 2014. Pengembangan minat beli merek ekstensi. Badan Penerbit Universitas Diponegoro, Semarang.
Fitria, S E. 2016. Analisis Pengaruh Electronic Word Of Mouth Terhadap Proses Keputusan Pembelian (Studi Pada Go-Jek). Universitas Telkom Bandung. Vol.3, No 1.
Ghozali, I. 2007. Aplikasi Analisis Multivariate dengan Program SPSS. Edisi Ketiga. Badan Penerbit Universitas Diponegoro. Semarang.
Ghozali, I. 2008. Statistik Nonparametrik, Badan Penerbit UNDIP. Semarang.
Ghozali, I. 2005. Aplikasi Analisis Multivariate Dengan Program SPSS. Undip .Semarang.
Goldsmith,R.E & Horowitz,D. 2006 . Measuring Motivations For Online Opinion, Seeking, Journal of Interactive Advertising, 6 (2) : 3-14.
Goyette, I., Ricard,I., Bergeron,I., & Marticotte, F .2010. E-WOM Scale: Word of Mouth Measurement Scale for e-Services Context, Canadian Journal of Administrative Sciences, 27(1),5-23
Gruen,T.W.,Osmonbekov,T., Czaplewski,A.J. 2006. eWOM: The Impact Of Customer-To-Costumer Online Know-How Exchange On Customer Value And Loyalty, Journal of Business Research,59(4) :449-456.
Hasan, A. 2010. Marketing dari Mulut ke Mulut. Edisi pertama, Media Pressindo.Yogyakarta
Indriantoro, N., Bambang S., 2009. Metodologi Penelitian Bisnis untuk Akuntansi dan Manajemen. Edisi Pertana. Yogyakarta : BPFE Yogyakarta.
Jalilvand, M.R. and Samiei, N. 2012. The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention, Marketing Intelligence & Planning, 30(4):5-6
Jones, B. 2010. Entrepreneurial marketing and the Wb 2.0 interface,Journal of Research in Marketing and Entrepreneurship, 12(2), 143-152.
Khan,M. 2006. Consumer Behaviour and Advertising Management. New Age International (P) Limited, Publisher. New Delhi
Kotler, P & Keller, L. 2012. Marketing Management (12th ed.). Pearson Education, Inc. New Jersey
Kotler, P., and Armstrong, G. 2008. Prinsip – Prinsip Pemasaran. (Alih bahasa Bob Sabran). Jilid 1.Edisi 12. Erlangga. Jakarta.
Kotler, Philip andGary Armstrong. 2014. Prinsip-Prinsip Pemasaran. Edisi 13. Jilid 1. Erlangga .Jakarta
Lupiyoadi,R. 2006. Manajemen Pemasaran Jasa: Teori dan Praktik. Salemba Empat.Jakarta
Muhson, A. 2006. Teknik Analisis Kuantitatif. Universitas Negeri Yogyakarta.Yogyakarta.
Noor, J. 2016. Metodelogi Penelitian.: Kencana Prenada Media. Group. Panjika 2000. Alfabeta. Jakarta
Priansa, D J. 2016. Pengaruh E-Wom Dan Persepsi Nilai Terhadap Keputusan Konsumen Untuk Berbelanja Online Di Lazada. Universitas Telkom : Bandung. Vol. IV No 1.
Ramadhani, B. 2015. Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Keputusan Pembelian Di Surabaya (Studi Terhadap Toko Online Zalora Dan Berry Benka, Artikel Ilmiah Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Sangadji, S. 2013. Perilaku Konsumen. Pendekatan praktis. Andi Yogyakarta
Sari, N., Saputra, M., & Husein, J. (2017).. Pengaruh Electronic Word Of Mouth , Jurnal Manajemen Magister, 96-106
Senecala,S. and Nante, J. 2004.The influence of Online Product Recommendations On consumers’ Online Choices, Journal of Retailing, 80, 159–169
Sindunata, I. dan Wahyudi, B.A, 2018. Pengaruh E-Wom (Electronic-Word-Of-Mouth) Terhadap Keputusan Pembelian di agoda.com. Jurnal Hospitality dan Manajemen Jasa. Vol 6, No 1
Strauss, J dan Frost, R. (2012). E-Marketing , edisi internasional ke 6: Pearson. London
Sugiyono. 2010. Metode Penelitian Bisnis dan RND. Alfabeta. Bandung.
Sugiyono. 2004. Metode Penelitian Bisnis. Cetakan Ketujuh. CV. Alfabeta. Bandung.
Twinarutami, A.dan Hermiati, T. 2013. Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Kepercayaan Merek Pada Media Sosial Di Kalangan Mahasiswi (Studi Pada Produk Body Lotion Nivea), FISIP UI
Wijaya, T. dan Paramita, L.E. 2014.Pengaruh Electronic Word of Mouth terhadap keputusan pembelian kamera DSLR. Prosiding The National Conference on Management and Business (NCMAB). 12-19
Wikipedia . 2019. Daftar_situs web terpopuler di Indonesia. https://id.wikipedia.org/wiki/Daftar_situs_web_terpopuler_di_Indonesia. Tanggal diakses 1 Maret 2019
