Analisis Pengaruh electronic Word of Mouth di Media Sosial Youtube Terhadap Minat Beli Produk Kosmetik Sariayu
Abstract: Nowadays, in order
to obtain information about a product is not only limited to the information
that given from the manufacturer. But the information can also be obtained
through other personal consumer, this is called with Word of Mouth
communication. As the development of current technologies, Word of Mouth
communication evolved into electronic Word of Mouth can be done with a wider
range. Electronic Word of Mouth Communication can positive or negative
statements that form of consumer opinion, potential consumers, as well as a
former consumer about a product that can be accessed by anyone in the virtual
world as social media that can affect the consumer interest in consuming these
products.
This research aims to know the existence of the electronic Word of Mouth
influence against the interests of consumers against purchasing a product,
especially cosmetic products Sariayu. This research uses nonprobability
sampling technique by distributing questionnaires to 258 female respondents
aged 17 to 29 years who use social media and find out information about Sariayu
cosmetic products. The collected data is then analyzed by several tests such as
validity test, reliability test, normality test, heteroskedasity test,
multicollinearity test, multiple regression analysis, t test, F test and
determination coefficient test (R2) using IBM SPSS software application 22 for
Windows.
Based on the results show that electronic Word of Mouth has positive and
significant effect to purchase intention.
Keywords: electronic Word of
Mouth, dimension electronic Word of Mouth, purchase intention, cosmetics
Penulis: Rahmatul Husna, I
Made Bayu Dirgantara
Kode Jurnal: jpmanajemendd180442
