Pengaruh e-WoM (Electronic Word of Mouth) terhadap Keputusan Pembelian Kosmetik Halal di Shopee
DOI:
https://doi.org/10.47700/jiefes.v3i1.4293Keywords:
e-WoM, Keputusan Pembelian, Kosmetik HalalAbstract
Abstract
Electronic Word of Mouth is a form of positive or negative communication related to products and services that are shared by one consumer after using the purchased product or service to other consumers through the Shopee platform. Like purchasing products in general, consumers will pay attention to reviews from previous buyers with the aim that they know what the advantages and disadvantages of the product to be purchased are. In order to increase their sales and generate business success, companies aim to build, maintain and monitor a favorable brand reputation with the use of such e-WoM. This study aims to determine whether the e-WoM on the Shopee platform provided by one person affects the purchasing decisions of others. By using quantitative methods and partial test analysis, this research uses primary data with a sample of 100 respondents who live in East Java with simple regression analysis analyzed using SPSS 26. The results show that e-WoM has a significant positive effect on purchasing decisions.
Abstrak
Electronic Word of Mouth merupakan bentuk komunikasi positif atau negatif terkait dengan produk dan layanan yang dibagikan oleh konsumen satu setelah menggunakan produk atau jasa yang dibelinya ke konsumen lain melalui platform Shopee. Seperti pembelian produk pada umumnya, konsumen akan memperhatikan ulasan-ulasan dari pembeli sebelumnya dengan tujuan agar mereka mengetahui apa keunggulan serta kelemahan dari produk yang akan dibeli. Untuk meningkatkan penjualan mereka dan menghasilkan kesuksesan bisnis, perusahaan bertujuan untuk membangun, memelihara, dan memantau reputasi merek yang menguntungkan dengan adanya penggunaan e-WoM tersebut. Penelitian ini bertujuan untuk mengetahui apakah e-WoM yang terdapat di platform Shopee yang diberikan oleh satu orang mempengaruhi keputusan pembelian orang lain. Dengan menggunakan metode kuantitatif dan analisis uji parsial, riset ini menggunakan data primer dengan sampel responden sebanyak 100 responden yang berdomisili di Jawa Timur dengan analisis regresi sederhana yang dianalisis menggunakan SPSS 26. Hasil penelitian menunjukkan bahwa e-WoM berpengaruh positif secara signifikan terhadap keputusan pembelian.
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