Pengaruh Electronic Word of Mouth Melalui Youtube dan Harga terhadap Minat Beli pada Clinique Cosmetic di Kota Bandung

Irene Dwi Andriani, Nina Maharni

Abstract


Abstrack. This research aims to find out the implementation of the electronic word of mouth through youtube and the price at the Clinique in Bandung, to find out the responses of the respondents regarding e-WOM through youtube and price, to find out the respondents response regarding to purchase intention, to find out how big the influence of electronic word of mouth through youtube toward the purchase intention, to find out how big the influence of price toward purchase intention, and to find out how big the influence of electronic word of mouth through youtube and price toward purchase intention. This method used is a survey method, this type of research is verification quantitative. The sampling technique used is accidental sampling. The population in this study were 100 respondents. The data analysis methods used is the multiple linier regression to know the direction of relationship between independent variable with dependent variable. This result of this study indicate There is a significant partial effect between electronic word of mouth through youtube on purchase intention. There is a significant partial effect between price on purchase intention, and there is a simultaneous influence between electronic word of mouth through youtube and price on purchase intention.

Keyword: Electronic Word Of Mouth Through Youtube, Price, Purchase Intention

Abstrak. Penelitian ini bertujuan untuk mengetahui pelaksanaan electronic word of mouth melalui youtube dan harga pada Clinique di kota Bandung, untuk mengetahui tanggapan responden mengenai e-WOM melalui youtube dan harga, untuk mengetahui tanggapan responden mengenai minat beli, untuk mengetahui besar pengaruh electronic word of mouth melalui youtube terhadap minat beli, untuk mengetahui besar pengaruh harga terhadap minat beli dan untuk mengetahui besar pengaruh electronic word of mouth melalui youtube dan harga terhadap minat beli. Metode penelitian yang digunakan adalah metode survey. Jenis penelitian ini bersifat verifikatif kuantitatif. Teknik pengambilan sampel yang digunakan adalah accidental sampling. Populasi dalam penelitian ini adalah 100 orang responden. Teknik pengumpulan data yang digunakan adalah Kuesioner.   Metode analisis data yang dgunakan adalah analisis regresi linier berganda untuk mengetahui arah hubungan antara variabel independen dengan variabel dependen. Hasil penelitian ini menunjukan Terdapat pengaruh signifikan secara parsial antara electronic word of mouth melalui youtube terhadap minat beli pada Clinique di Bandung, terdapat pengaruh signifikan secara parsial antara harga terhadap minat beli. Dan terdapat pengaruh secara simultan antara electronic word of mouth melalui youtube dan harga terhadap minat beli.

Kata Kunci : Electronic Word of Mouth Melalui Youtube, Harga, Minat Beli


Keywords


Electronic Word of Mouth Melalui Youtube, Harga, Minat Beli

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References


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