Relationship between Electronic Word of Mouth with Consumer Buying Interest

Abstract

My Rubylicious is a women's fashion retailer. My Rubylicious uses social media Instagram as primary or primary media to market its products to colon consumers and consumers. With this media hope Through social media Instagram My Rubylicious is expected to establish brand awareness of the audience by using the theory of electronic word of mouth in which the stimulus is the intensity, valence of opinion and content. So it can support My Rubylicious activities in promoting their products. Based on the phenomenon, the purpose of this research is to find out how big the relationship between intensity, valence of opinion and electronic word of mouth content of Istagram media with the buying interest of consumers My Rubylicous Bandung. The method used is correlation, by conducting field data collection through questionnaires supported by observation and interviews that tested the validity and reliability. The sample in this research is My Rubylicious consumer in Bandung as many as 100 respondents, with sample determination based on technique of semple actidenttal sampeling. Data processing technique using Spearman rank correlation analysis method through SPSS Windows 24 software. The results of hypothesis testing shows there is a strong relationship between the intensity of electronic word of mouth with buying interest. Strong relationship between valence of opinion electronic word of mouth with buying interest. Strong relationship between electronic word of mouth content with buying interest. In conclusion can be drawn there is a strong relationship between electronic word of mouth with buying interest.