Hubungan antara Product Review dengan Keputusan Pembelian

Ganjar Gunawan, Rini Rinawati

Abstract


Abstract. The rapid development of technology has made people more active in using the internet, one of which is accessing information. To convey an interesting information, there is a YouTube GadgetIn channel which is one of the reviewers to convey information about gadgets. The increasing number of cellphone companies, makes the audience more selective in choosing the cellphone they will buy. Xiaomi, one of the smartphone vendors who have just entered the Indonesian market, is quite attractive to the public to get to know more about the company's product specifications. By watching product review videos, audiences can find out information and make judgments about the desired product through intensity, valence of opinion and content contained in Electronic Word Of Mouth. In this study, finding out the relationship between the YouTube GadgetIn video product review and the purchase decision on the Xiaomi Redmi 5 Plus product. The method used is correlational by using data collection techniques in the form of questionnaires and literature studies. The population in this study were Instagram GadgetIn followers who watched the Xiaomi Redmi 5 Plus video review. Sampling uses simple random sampling technique which belongs to the probability sampling category. From the analysis of the study, the first findings show that intensity has a relationship with purchasing decisions with a low but sure level. Then the valence of opinion indicator from this study shows a low level of closeness with the purchasing decision. Content variables are the most dominant variable in relation to purchasing decisions that show a significant level. This, based on the results of the study that the purchasing decisions on Xiaomi Redmi 5 Plus products are based on product review videos on the YouTube GadgetIn channel by having a significant level of relationship.

Keywords: E-WoM, Video Product Review, YouTube, Purchase Decision, Xiaomi.

Abstrak. Pesatnya perkembangan teknologi membuat masyarakat semakin aktif dalam menggunakan internet salah satunya dalam mengakses informasi. Untuk menyampaikan sebuah informasi secara menarik, hadirlah channel YouTube GadgetIn yang menjadi salah satu reviewers untuk menyampaikan informasi seputar gadget. Semakin banyaknya perusahaan telepon genggam, membuat khalayak lebih selektif dalam memilih handphone yang akan mereka beli. Xiaomi salah satu vendor smartphone yang baru masuk ke pasar Indonesia cukup menarik perhatian khalayak untuk mengenal lebih jauh spesifikasi produk dari perusahaan tersebut. Dengan menonton video product review, khalayak dapat mencari tahu informasi dan melakukan penilaian tentang produk yang diinginkan melalui intensity, valence of opinion dan content yang terdapat dalam Electronic Word Of Mouth. Penelitian ini melihat hubungan antara video product review channel YouTube GadgetIn dengan keputusan pembelian pada produk Xiaomi Redmi 5 Plus. Metode yang digunakan adalah korelasional dengan menggunakan teknik pengumpulan data berupa kuesioner dan studi kepustakaan. Populasi penelitian followers Instagram GadgetIn yang menonton video ulasan Xiaomi Redmi 5 Plus. Penarikan sampel dengan teknik simple random sampling yang termasuk kedalam kategori probability sampling. Dari analisis penelitian, hasil penelitian menunjukkan bahwa intensity memiliki hubungan dengan keputusan pembelian dengan taraf yang rendah tapi pasti. Kemudian valence of opinion dari penelitian ini menunjukkan tingkat keeratan yang rendah dengan keputusan pembelian. Variabel content adalah variabel yang paling dominan hubungannya dengan keputusan pembelian yang menunjukkan taraf yang cukup berarti. Berdasarkan hasil penelitian menunjukkan bahwa keputusan pembelian didasari oleh video product review. Korelasi hubungan antara video product review pada channel YouTube GadgetIn dengan keputusan pembelian pada produk Xiaomi Redmi 5 Plus memiliki tingkat hubungan yang cukup berarti.

Kata Kunci: E-WoM, Video Product review, YouTube, Keputusan Pembelian, Xiaomi.

Keywords


E-WoM, Video Product review, YouTube, Keputusan Pembelian, Xiaomi

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