Hubungan Electronic Word of Mouth (eWOM) dengan Keputusan Pembelian Produk Kosmetik Lokal

Abstract

Abstract. Electronic word of mouth is a development of one word of mouth marketing communication or mouth to mouth communication, as technology develops, word of mouth also develops into electronic word mouth. eWOM can be done on various platforms, one of which is youtube, Female Daily as the local youtube channel has a role in growing the decision to buy local cosmetics. based on this phenomenon, the problems in this study can be formulated as follows: (1) What is the relationship between the credibility of sources from the Female Daily Network youtube channel with the decision to purchase local cosmetic products? (2) What is the relationship between the quality of the arguments on the Female Daily Network's youtube channel and the decision to purchase local cosmetic products? (3) What is the relationship between recommendation sideness on the Female Daily Network youtube channel with the decision to purchase local cosmetic products (4) What is the relationship between the strength of the argument in the Female Daily Network youtube channel and the decision to purchase local cosmetic products? (5) What is the relationship between the length of the review in the Female Daily Network youtube channel and the decision to purchase local cosmetic products? (6) What is the relationship between visual cue on the Female Daily Network's youtube channel and the decision to purchase local cosmetic products? In this study researchers used a quantitative method with a correlational approach with a sample of 61 people, followers of the twitter @/ohmybeautybank autobase account who is also the Female Daily Network's YouTube channel subscribers. Data collection techniques used in this study were questionnaires, interviews, and literature. The data analysis techniques used in this study are descriptive analysis techniques and inferential analysis techniques. The results of this study are that there is a relationship between electronic word of mouth and purchasing decisions with a correlation coefficient of 0.635 which includes the level of the relationship that is quite significant.

Keywords: Electronic Word of Mouth, Female Daily Network

Abstrak. Electronic word of mouth merupakan perkembangan dari salah satu komunikasi pemasaran word of mouth atau komunikasi mulut ke mulut, seiring berkembangnya teknologi, word of mouth pun ikut berkembang menjadi electronic word mouth.  eWOM dapat dilakukan dalam berbagai platform salah satunya youtube, Female Daily selaku channel youtube lokal memiliki peran dalam menumbuhkan keputusan pembelian kosmetik lokal. berdasarkan fenomena tersebut, maka permasalahan dalam penelitian ini dapat dirumuskan sebagai berikut: (1) Bagaimana hubungan antara kredibilitas sumber dari youtube channel Female Daily Network dengan keputusan pembelian produk kosmetik lokal? (2) Bagaimana hubungan antara kualitas argumen dalam youtube channel Female Daily Network dengan keputusan pembelian produk kosmetik lokal? (3) Bagaimana hubungan antara recommendation sideness dalam youtube channel Female Daily Network dengan keputusan pembelian produk kosmetik lokal (4) Bagaimana hubungan antara kekuatan argumen dalam youtube channel Female Daily Network dengan keputusan pembelian produk kosmetik lokal? (5) Bagaimana hubungan antara panjang review dalam youtube channel Female Daily Network dengan keputusan pembelian produk kosmetik lokal? (6) Bagaimana hubungan antara visual cue dalam youtube channel Female Daily Network dengan keputusan pembelian produk kosmetik lokal?. Dalam penelitian ini peneliti menggunakan metode kuantitatif dengan pendekatan korelasional dengan sampel sebanyak 61 orang dengan populasi seluruh subscribers dari channel youtube Female Daily Network teknik pengambilan sampel menggunakan sample size for detecting a statistically significant correlation coeficient dengan Ï : 0,4 (penelitian terdahulu). Teknik pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner, wawancara, dan studi pustaka. Adapun teknik analisis data yang digunakan dalam penelitian ini adalah teknis analisis deskriptif dan teknik analisis inferensial. Hasil dari penelitian ini adalah terdapat hubungan antara electronic word of mouth dengan keputusan pembelian dengan koefisien korelasi sebesar 0,635 yang termasuk kepada tingkat Hubungan yang cukup berarti.

Kata Kunci: Electronic Word Oo Mouth, Female Daily Network