Analisis pengaruh ewom terhadap minat beli konsumen pada platform Sociolla

Janicewongkai, Beverly Michell (2023) Analisis pengaruh ewom terhadap minat beli konsumen pada platform Sociolla. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis Pengaruh EWOM terhadap Minat beli konsumen di Platform Sociolla. Penelitian ini menggunakan metode kuantitatif melibatkan pemanfaatan pengukuran skala ordinal untuk mendapatkan nilai numerik dengan metode pengumpulan data melalui kuesioner elektronik yang disusun menggunakan Google Form dan disebar melalui media online seperti LINE, WhatsApp dan Instagram. Teknik yang digunakan penelitian ini adalah non- probability sampling menggunakan Purposive sampling dengan jumlah 218 responden dan sampel dalam penelitian ini adalah orang yang pernah menggunakan Sociolla. Analisis yang digunakan dalam penelitian ini adalah PLS-SEM dengan menggunakan SmartPLS 4.0.9.5. Hasil penelitian ini menyimpulkan bahwa seluruh hipotesis didukung selain hipotesis “Social Support berpengaruh positif terhadap EWOM Engagement”. Penelitian ini menemukan bahwa Information Quality, Information Credibility, Website Quality, Innovativeness memiliki pengaruh positif terhadap EWOM Engagement. Penelitian ini juga menemukan bahwa Attitude toward EWOM dan EWOM Engagement berpengaruh positif terhadap Purchase Intention. Namun dalam penelitian ini, Social Support tidak berpengaruh pada EWOM Engagement. Penelitian ini hanya berfokus pada industri kecantikan melalui Platform Sociolla di Indonesia, sehingga penelitian lebih lanjut dapat dilakukan melalui Platform dan industri lain, serta negara selain Indonesia. / This research aims to determine the influence of EWOM (Electronic Word of Mouth) on consumer Purchase Intention on the Sociolla platform. The study utilizes a quantitative method involving the use of ordinal scale measurements to obtain numerical values. Data is collected through an electronic questionnaire created using Google Forms and distributed via online channels such as LINE, WhatsApp, and Instagram. The research employs non-probability sampling, specifically Purposive sampling, with a total of 218 respondents who have previously used Sociolla. The analysis method used in this research is Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0.9.5. The findings of this study conclude that all hypotheses are supported except for the hypothesis that "Social Support has a positive effect on EWOM Engagement." The research identifies that Information Quality, Information Credibility, Website Quality, and Innovativeness have a positive influence on EWOM Engagement. Additionally, Attitude toward EWOM and EWOM Engagement positively affect Purchase Intention. However, in this study, Social Support does not significantly impact EWOM Engagement. It's worth noting that this research focuses solely on the beauty industry through the Sociolla platform in Indonesia. Further studies could explore other platforms, industries, and countries beyond Indonesia.

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