Pengaruh Electronic Word of Mouth (E-Wom) oleh Beauty Vlogger terhadap Purchase Intention

Abstract

Abstract. The advancing technology and the growing popularity of social media today, word of mouth activities, are not only occurred directly or through face to face, but via the internet called electronic word of mouth. The Positive or negative statements about the products or companies are made by potential, actual and former customers through the internet. E-WOM conducted by beauty vloggers, through their Wardah Lipstick product review, would create a Purchase Intention towards the product in the viewer’s minds. Considering in today's digital era, internet networks and social media have an important role in building Purchase Intention of a product.This research purpose is to obtain data and information that gives an overview about how Electronic Word Of Mouth (E-WOM) is used by Beauty Vloggers and its effect on Purchase Intention. The quantitative method is used in this research, the population in this research amounted to 534,830 people and the Slovin Method formula, as sampling techniques, is used to determine the number of respondents. The sampling technique in this study is non probability sampling technique with incidental sampling type. Questionnaires were distributed to 100 respondents who saw or watched Fathi NRM’s Vlog entitled "15 new colors of Wardah Lipstick (review, swatch and giveaway) ", linear regression analyses are used as data analysis techniques.Based on the calculation results obtained that: (1) There was Quality Argument effect on Purchase Intention with a value of t count (2,252) > t table (1,986), (2) There was Source Credibility influence on Purchase Intention with the value of t count (2.107) > t table (1.986), (3) There was no Source Attractiveness influence on Purchase Intention with the value of t count (0.487) < t table (1,986), (4) There was Source Perception effect on Purchase Intention with the value of t count (2.311) > t table (1.986), (5) There was no Source Attractiveness influence on Purchase Intention with the value of t count (0.073) < t table (1.986).

Keywords: E-WOM, Purchase Intention

 

Abstrak. Kemajuan teknologi dan semakin populernya media sosial, kegiatan word of mouth sekarang ini tidak hanya terjadi secara langsung atau tatap muka, melainkan melalui internet yang disebut electronic word of mouth. pernyataan positif atau negatif yang dibuat oleh pelanggan potensial, pelanggan aktual dan mantan pelanggan tentang produk atau perusahaan melalui internet. e-WOM yang dilakukan para beauty vlogger melalui review produk Lipstik wardah yang mereka lakukan akan menciptakan Purchase Intention terhadap produk tersebut di benak para viewers. Mengingat di era digital sekarang ini, jaringan internet dan media sosial mempunyai peranan penting dalam membangun Purchase Intention suatu produkTujuan dari penelitian ini adalah untuk memperoleh data dan informasi yang memberikan gambaran tentang bagaimana Electronic Word Of Mouth (E-WOM) oleh Beauty Vlogger  dan pengaruhnya terhadap Purchase Intention.Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif, populasi dalam penelitian ini berjumlah 534.830 orang. dan teknik sampel untuk menentukan jumlah responden menggunakan rumus Metode Slovin. Teknik pengambilan sampe pada penelitian ini adalah teknik non probability sampling dengan jenis insidental sampling. Kuesioner dibagikan kepada 100 responden yang melihat atau menonton ini  Vlog Fathi NRM yang berjudul “15 warna baru lipstik wardah (review,swatch dan giveaway)“ teknik analisis data yang digunakan adalah analisis regresi linear.Berdasarkan Hasil perhitungan didapatkan bahwa  : (1) Argument Quality Terdapat pengaruh terhadap Purchase Intention dengan nilai t hitung (2,252) >t tabel (1,986) (2) Source Credibility Terdapat pengaruh terhadap Purchase Intention dengan nilai t hitung (2,107) > t tabel (1,986) (3)Source Attractiveness Tidak terdapat pengaruh terhadap Purchase Intention dengannilai t hitung (0,487) < t tabel (1,986) (4) Source Perception Terdapat pengaruh terhadap Purchase Intention dengan nilai t hitung (2,311) > t tabel (1,986)(5) Source Attractiveness Tidak terdapat pengaruh terhadap Purchase Intentio dengan nilai t hitung (0,073) < t tabel (1,986)

Kata kunci : E-WOM, Purchase Intention