Pengaruh E-WOM Terhadap Keputusan Pembelian Makanan Viral
DOI:
https://doi.org/10.36312/jar.v4i1.3118Keywords:
e-WOM, Keputusan Pembelian, Makanan Viral, TikTok, Food Vlogger, Media SosialAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (e-WOM) terhadap keputusan pembelian makanan viral di media sosial, khususnya pada platform TikTok dan Instagram. Melalui pendekatan kuantitatif deskriptif dengan metode kausal komparatif dan teknik purposive sampling, penelitian ini melibatkan 130 responden berusia minimal 18 tahun yang berdomisili di DKI Jakarta serta aktif menggunakan media sosial. Hasil uji validitas dan reliabilitas menunjukkan bahwa seluruh instrumen yang digunakan valid dan reliabel (Cronbach's Alpha = 0,881). Analisis regresi linear sederhana menunjukkan bahwa e-WOM berpengaruh positif dan signifikan terhadap keputusan pembelian (sig. = 0,001), dengan nilai koefisien determinasi (R²) sebesar 0,404 yang mengindikasikan bahwa 40,4% variasi keputusan pembelian dijelaskan oleh e-WOM. Sementara itu, uji korelasi Pearson menghasilkan nilai r = 0,636 (p < 0,001), yang menunjukkan adanya hubungan yang kuat antara e-WOM dan keputusan pembelian. Temuan ini mendukung teori Stimulus-Organism-Response (SOR), di mana konten e-WOM berperan sebagai stimulus yang memicu respons pembelian. Penelitian ini memberikan implikasi strategis bagi pelaku bisnis kuliner untuk memanfaatkan kekuatan e-WOM dalam membentuk persepsi dan mendorong pembelian melalui strategi pemasaran digital berbasis konten.
This study aims to analyze the influence of electronic word of mouth (e-WOM) on purchasing decisions for viral food on social media, particularly on TikTok and Instagram. Using a quantitative descriptive approach with a causal comparative method and purposive sampling technique, this study involved 130 respondents aged at least 18 years who reside in DKI Jakarta and actively use social media. The results of the validity and reliability tests indicate that all instruments used are valid and reliable (Cronbach's Alpha = 0.881). Simple linear regression analysis shows that e-WOM has a positive and significant effect on purchasing decisions (sig. = 0.001), with a coefficient of determination (R²) of 0.404, indicating that 40.4% of the variation in purchasing decisions is explained by e-WOM. Meanwhile, the Pearson correlation test produces a value of r = 0.636 (p < 0.001), which indicates a strong relationship between e-WOM and purchasing decisions. These findings support the Stimulus-Organism-Response (SOR) theory, where e-WOM content acts as a stimulus that triggers a purchasing response. This research provides strategic implications for culinary businesses to leverage the power of e-WOM to shape perceptions and drive purchases through content-based digital marketing strategies.
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