ANALISA EWOM DI MEDIA SOSIAL TERHADAP MINAT BELI KONSUMEN KOSMETIKA

Dita Ayu Sri Maharani, Listia Nurjanah, Edy Yulianto Putra

Abstract


ABSTRAK

Media sosial dapat mempermudah konsumen dalam mendapatkan informasi apapun yang konsumen inginkan. Pertumbuhan dari pengguna media sosial selalu meningkat setiap tahunnya Penelitian ini dilakukan berdasarkan tingginya peningkatan penjualan produk kosmetik pada platform media sosial menjadi suatu hal yang menarik untuk diteliti. Terutama karena platform media sosial memiliki tingkat efektivitas yang tinggi sebagai media pemasaran. Tujuan dilakukannya penelitan ini adalah untuk mengetahui apakah variabel seperti information task fit, information quality, information credibility, needs of information dan information quantity pada media sosial yang dimediasi dengan information adoption dapat mempengaruhi keinginan seorang konsumen untuk membeli produk kosmetika. Metode yang digunakan pada penelitian ini adalah causal comparative research yang mengidentifikasi hubungan sebab-akibat antara variabel inddependen dan dependen. Penelitian ini mengambil sampel sebanyak 300 responden yang merupakan wanita di usia 21 hinga 25 tahun yang sudah berpenghasilan. Dari enam hipotesis yang diajukan, lima hipotesis diterima dan satu ditolak. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan antara information quality terhadap information adoption, information credibility terhadap information adoption, needs of information terhadap information adoption, information quantity terhadap information adoption dan information adoption terhadap purchase intention, sedangkan information task-fit terhadap information adoption tidak signifikan mempengaruhi.

Kata Kunci: eWOM, adopsi informasi, media sosial, minat beli

ABSTRACT

Social media can make it easier for consumers to get any information that consumers want. The growth of social media users always increases every year. This research was conducted based on the high increase in sales of cosmetic products on social media platforms, which is an interesting thing to research. Especially because social media platforms have a high level of effectiveness as a marketing medium. The purpose of this research is to find out whether variables such as information task fit, information quality, information credibility, needs of information and information quantity on social media mediated by information adoption can affect a consumer's desire to buy cosmetic products. The method used in this research is causal comparative research which identifies the cause-and-effect relationship between the independent and dependent variables. This study took a sample of 300 respondents who are women aged 21 to 25 years who have income. Of the six hypotheses proposed, five were accepted and one was rejected. The results showed that there is a significant influence between information quality on information adoption, information credibility on information adoption, needs of information on information adoption, information quantity on information adoption and information adoption on purchase intention, while information task-fit on information adoption does not significantly affect.

Keywords: eWOM, information adoption, social media, purchase intention


References


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DOI: http://dx.doi.org/10.35906/jep.v10i1.1905

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