NADAPDAP, ANGEL VERINA (2018) PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) MELALUI SOSIAL MEDIA INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SHOPEE. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
As technology develops and advances, it increasingly facilitates the dissemination of information about a product or service, and the easier it is for producers to communicate with their consumers as well as consumers with potential customers, through electronic word of mouth. This study aims to analyze the effect of electronic word of mouth (ewom) on customer purchasing decisions on Shopee. The theory used in this concept uses two theories, e-WOM and Purchasing Decisions. Electronic word of mouth, according to Henning-Thurau et al., said that e-WOM is a positive or negative statement made by potential customers, actual customers and former customers about products or companies through the internet and Philip Kotler's purchase decision theory which mentions purchasing decisions are the stage where consumers will buy or not. The paradigm used in this study is positivism with a quantitative approach and type of explanative research. Research data was collected using survey research methods by distributing questionnaires online to 100 samples of all Instagram followers @shopee_id. Based on the results of the data analysis showed a strong, positive and significant influence between electronic word of mouth and purchasing decisions. Calculation of the coefficient of determination is equal to 0.39 or 39%. It can be concluded that 39% of purchasing decisions at Shopee are influenced by electronic word of mouth while the rest are influenced by other factors, and one of them is TV which gives an influence of 44% of the total respondents. Keywords: electronic word of mouth (ewom) and purchase decision. Seiring berkembang dan majunya teknologi, semakin memudahkan penyebaran informasi mengenai suatu produk atau jasa, dan semakin mudah pula produsen berkomunikasi dengan konsumennya begitupun konsumen dengan calon konsumen, melalui electronic word of mouth. Penelitian ini bertujuan untuk menganalisa pengaruh dari electronic word of mouth (ewom) terhadap keputusan pembelian customer pada Shopee. Teori yang digunakan dalam konsep ini menggunakan dua teori yaitu e- WOM dan Keputusan Pembelian. Electronic word of mouth menurut Henning- Thurau et al., menyebutkan e-WOM adalah pernyataan positif atau negatif yang dibuat oleh pelanggan potensial, pelanggan aktual dan mantan pelanggan tentang produk atau perusahaan melalui internet dan teori keputusan pembelian oleh Philip Kotler yang menyebutkan keputusan pembelian merupakan tahap dimana konsumen akan membeli atau tidak. Paradigma yang digunakan pada penelitian ini adalah positivisme dengan pendekatan kuantitatif dan tipe penelitian eksplanatif. Data penelitian dikumpulkan menggunakan metode penelitian survey dengan menyebarkan kuesioner secara online kepada 100 orang sampel dari seluruh total followers akun Instagram @shopee_id. Berdasarkan hasil analisis data menunjukkan adanya pengaruh yang kuat, positif dan signifikan antara electronic word of mouth dengan keputusan pembelian. Perhitungan koefisien determinasi yaitu sebesar 0,39 atau 39%. Dapat disimpulkan bahwa 39% keputusan pembelian di Shopee dipengaruhi oleh electronic word of mouth sedangkan sisanya dipengaruhi oleh faktor lain, dan salah satunya adalah TV yang memberikan pengaruh sebesar 44% dari total responden yang ada. Kata Kunci: electronic word of mouth (ewom) dan Keputusan pembelian
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