PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN RELX (Survei kepada Customer RELX Jakarta dan Tangerang Area Tahun 2022)

HAKIM, FATAHILLAH HAEKAL (2024) PENGARUH WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN RELX (Survei kepada Customer RELX Jakarta dan Tangerang Area Tahun 2022). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Smoking is one of the unhealthy lifestyles that is often found in society. Indonesia is among the 10 countries with the highest number of smokers in the world and ranks third after China and India (Tobacco Control Support Center, 2020). The rise of cigarette products in Indonesia has made e-cigarettes a booming trend in society and an effort to quit or reduce the use of tobacco cigarettes. The growing e-cigarette business is an opportunity for cigarette manufacturers to inject capital in this sector. RELX is a fairly well-known e-cigarette brand in Indonesia in which customers who decide to purchase RELX are influenced by word of mouth recommendations by their family, friends, or relatives. Hierarchy of Effects Models argue that customers will respond to information about a product or service in a very organized way, starting from cognitive (thinking), affective (feeling), and conative (doing). This research uses quantitative approach with explanatory research design. This research was conducted on 110 RELX customers in Jakarta and Tangerang Area who are members of the membership program. Data analysis was carried out univariately to see a description of the characteristics of each research variable. The results showed that the R value between word of mouth and purchasing decisions was 0.726, which means that the level of relationship between word of mouth and purchasing decisions is relatively strong. The R square value also shows 0.528, which means that 52.8% of the purchasing decision variable can be explained by the word of mouth variable. Keywords: Word of Mouth, Purchase Decision, e-Cigarette, RELX Reading List: 54 (1995 – 2023) Merokok ialah salah satu gaya hidup tidak sehat yang sering ditemui di masyarakat. Indonesia termasuk ke dalam 10 negara dengan jumlah perokok tertinggi di dunia dan berada di urutan ketiga setelah Cina dan India (Tobacco Control Support Center, 2020). Maraknya produk rokok di Indonesia menjadikan rokok elektrik sebagai tren yang booming di masyarakat dan menjadi upaya untuk berhenti atau mengurangi penggunaan rokok tembakau. Bisnis rokok elektrik yang berkembang menjadi peluang bagi para produsen rokok untuk menyuntik modal di sektor ini. RELX merupakan merek rokok elektrik yang cukup terkenal di Indonesia di mana customer yang memutuskan untuk melakukan pembelian RELX dipengaruhi rekomendasi dari mulut ke mulut oleh keluarga, teman, atau kerabatnya. Hierarchy of Effects Models berpendapat, customer akan merespons informasi tentang suatu produk atau jasa dengan cara yang sangat teratur, dimulai dari cognitive (berpikir), affective (merasakan), dan conative (melakukan). Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian eksplanatif. Penelitian ini dilakukan terhadap 110 customer RELX di Jakarta dan Tangerang Area yang tergabung dalam membership program. Analisis data dilakukan secara univariat untuk melihat gambaran karakteristik setiap variabel penelitian. Hasil penelitian menunjukkan, nilai R antara word of mouth dan keputusan pembelian sebesar 0.726 yang artinya, tingkat hubungan antara word of mouth dengan keputusan pembelian tergolong kuat. Nilai R square juga menunjukkan 0.528 yang berarti 52.8 % variabel keputusan pembelian dapat dijelaskan oleh variabel word of mouth. Kata Kunci: Word of Mouth, Keputusan Pembelian, Rokok Elektrik, RELX Daftar Bacaan: 54 (1995 – 2023)

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