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"ABSTRAKPenelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth pada ulasan online di akun media sosial Instagram @beritagadget terhadap minat beli melalui sikap merek. Penelitian ini adalah penelitian kuantitatif. Sampel dalam penelitian ini adalah 100 responden, berumur 17 tahun ke atas, yang dapat mengakses internet terutama Instagram dan pernah membaca informasi mengenai produk smartphone OPPO di akun Instagram @beritagadget, namun belum pernah membeli produk atau jasanya. Sampel diambil dengan menggunakan non-probability sampling dengan teknik purposive sampling. Analisis yang digunakan dalam penelitian ini adalah analisis multivariat dengan menggunakan path analysis dan Uji Sobel pada SPSS 23.0. Hasil penelitian menunjukkan bahwa Electronic Word of Mouth memiliki pengaruh yang signifikan terhadap minat beli secara tidak langsung melalui variabel sikap merek dan juga memiliki pengaruh yang signifikan antara variabel electronic word of mouth terhadap minat beli konsumen secara langsung.

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ABSTRACT

The study aims to analyze the effect of electronic word-of-mouth on Instagram @beritagadget social media accounts toward purchase intention through brand attitude. This study uses a quantitative approach. The sample in this study are 100 respondents, who aged 18 years and above, can uses the internet especially Instagram and have read information about OPPO smartphone products on Instagram account @beritagadget, but have never purchased a product or service before. Samples were taken using non-probability sampling with purposive sampling technique. Analysis technique of the data uses in this study is multivariate analysis using path analysis and Sobel Test on SPSS 23.0. The results shows that Electronic Word of Mouth has a significant indirect effect toward purchase intention through brand attitude as a mediating variable, and significant direct effect toward purchase intention.

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"ABSTRAK

Tujuan penelitian ini adalah untuk menganalisis bagaimana pengaruh word of mouth terhadap minat beli konsumen pada Tune Hotels Kuta-Bali. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 konsumen yang berdomisili di DKI Jakarata dengan menggunakan metode nonprobability sampling serta teknik purposive.

Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan simple regression. Hasil penelitian ini menunjukkan bahwa word of mouth memiliki pengaruh yang signifikan terhadap minat beli. Word of mouth mempengaruhi minat beli sebesar

56.3%, dan sisanya sebesar 43.7% dipengaruhi oleh faktor lain. Hasil analisis menunjukkan bahwa dimensi volume dan dispersion mempunyai pengaruh yang signifikan terhadap minat beli.

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ABSTRACT

The objective of this research is to analyze the effect of word of mouth on Consumer Purchase Intention at Tune Hotels Kuta-Bali. This research applied quantitative approach. The sample of this research is 100 consumers who are domiciled in DKI Jakarta, collected using non-probability sampling and purposive technique. This research used questionnaire as research instrument and analyzed with simple regression. The result of this research indicate that word of mouth have a significant effect on consumer purchase intention. Word of mouth effect consumer purchase intention equal to 56.3%, and the residue equal to 43.7% effected by some other factor. The analysis result indicated that volume and dispersion factors have a significant effect on consumen purchase intention."

"Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word of Mouth terhadap minat beli produk fashion yang dijual pada toko online di Instagram. Lebih khusus lagi penelitian ini ingin mengetahui dari banyaknya dimensi yang membentuk Electronic Word of Mouth, dimensi mana yang paling mempengaruhi minat beli khususnya pada produk fashion yang dijual pada toko online di Instagram. Penelitian menggunakan konsep Electronic Word of Mouth dan konsep minat beli sebagai konsep utama dalam penelitian ini. Dengan menggunakan teknik sampling purposive, jumlah sampel yang didapatkan untuk penelitian ini adalah sebanyak 121 responden yang diambil dengan menggunakan metode kuesioner berupa survei online. Data dari responden kemudian diuji menggunakan analisis faktor dan uji regresi. Dari pengumpulan dan analisis data, hasil penelitian menunjukkan bahwa Electronic Word of Mouth memiliki pengaruh yang kuat terhadap minat beli pada produk fashion pada toko online di Instagram. Lebih lanjut lagi, dimensi yang memiliki pengaruh paling kuat adalah dimensi Messages Trustworthiness di mana kepercayaan pesan merupakan hal yang paling utama dipertimbangkan sebelum seseorang mengambil tindakan atas pesan yang telah disampaikan oleh orang lain dalam dunia maya.

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Internet growth influence every aspects, included economic. This thing causes trade happens not only in real life but also in cyberspace. This phenomenon causes many online shop appear which sell all things that community need. But, there is an impact because of this. Consumer difficult to choose which online shop has truthworthiness and it makes consumer need experience from another consumer or we called Elecronic Word of Mouth. Therefore, the aim of this research is to investigate the influence of Electronic Word of Mouth on purchase intention, especially for fashion items that are sold in Instagram online shop. This research is also to know which Electronic Word of Mouth dimension has strongest influence on purchase intention. Electronic Word of Mouth and Purchase Intention is used as main concept on this research. Sampling technique use purposive sampling and 121 participants were recruited using online questionaire for this study. Data obtained from these participants were analyzed using factor analysis and standard regression. The result shows that Electronic Word of Mouth has strong influence toward purchase intention of fashion items in Instagram online shop. Messages Trustworthiness or level of message reliability was found to be the most influential factor when it comes to ones consideration before making purchase decison."

"During decades, man tried to sells and buy goods to fullfill their needs. Promotion, campaign, direct marketing, has been used to attract a potential buyers to persue costumer by provoking their purchase intention. But nowadays, promotion has become much and much expensive, people get bored to direct selling program. Theese days, people has become more and more careful to choose a product. Word of Mouth, is a potential power to seducing other people?s purchase intention that has not yet been realized by the producers.

This study try to describe the effect of Positive Word of Mouth received on buyers purchase intention. simPATI as a product of Telkomsel is a market leader in Indonesian pre ? paid GSM UIM card, was used as the focus of the study, the effect of buyers purchase intention antecedents was investigated trough a survey, on a sample of 100 FISIP UI non - consumers which are a potential users of simPATI Telkomsel cards.

The research method that researcher used is the descriptive method. It means that the research is described accurately using facts, spoken or written words, actions and visual images. The approach used in this research is quantitative approach. The goal is to try to find an understanding about the effect of positive word of mouth received on buyers purchase intention. The data collection technique used on this research is by reading the literature which focus on the research, observation, and interview if necessary.

The findings of this study contribute to the previous research on the effect of word of mouth received on purchase intention and provide further insight into understanding consumer behavior. Examining the success of simPATI Telkomsel as a market leader in Indonesia points out that consumers purchase intention can be triggered out by using a Word of Mouth Marketing where at this point, the information of satisfaction, opinion leadership, and the information of incentive given by Telkomsel to its consumers are three dimensions which is needed to be considered."

"Penelitian ini didesain untuk mengetahui bagaimana pengaruh elektronik word of mouth terhadap minat beli konsumen terhadap produk kosmetik.Dari hasil analisis di peroleh bahwa kredibilitas isi dari pesan yang disampaikan melalui online review sangat berpengaruh terhadap niat beli konsumen, khususnya dengan konsumen yang memiliki kesamaan dengan orang yang memberikan review akan lebih tinggi menilai kredibilitas isi pesan.

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This research designed to discover how the effects of electronic word of mouth on consumers interest in buying cosmetic product.

From the results of analyzes obatined that the credibility of the content of the messages conveyed through an online review influence on consumer purchase intention, especially with consumers who hava in common with the person who gabe the review would assess the credibility of the higher content of the message."

"Seiring dengan pertumbuhan dan evolusi internet, electronic word of mouth telah menjadi fenomena yang penting. Tujuan penelitian ini adalah untuk menganalisis pengaruh electronic word of mouth (eWOM) terhadap minat beli konsumen di testimonial Forum Jual Beli (FJB) Kaskus. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini adalah 100 responden yang masyarakat yang dapat mengakses internet, memiliki pengetahuan mengenai internet, bertempat tinggal di daerah Jakarta yang pernah berkunjung dan belum pernah membeli produk di thread (lapak) Forum Jual Beli Kaskus dengan menggunakan metode non-probability sampling serta teknik purposive sampling. Instrumen penelitian ini menggunakan kuesioner dan dianalisis menggunakan regresi linear sederhana. Hasil penelitian ini menunjukkan bahwa electronic word of mouth (eWOM) di testimonial Forum Jual Beli Kaskus memiliki pengaruh terhadap minat beli sebesar 20,9%.

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Following the growth and evolution of the Internet, electronic word of mouth has become an important phenomenon. The objective of this research is to analyze how the effect of electronic word of mouth (eWOM) toward purchase intention in testimonial Forum Jual Beli Kaskus. This research applied quantitative approach. The sample of this research is 100 respondens who' have been and have never purchased the product in the thread Forum Jual Beli Kaskus, collected using nonprobability sampling and purposive sampling technique. This research used questionnaire as research instrument and analyzed with linear regression. The result of this research indicate that electronic word of mouth (eWOM) has 20,9% influence toward purchase intention."

"ABSTRAKSeiring berkembangnya zaman, persaingan bisnis didunia e-commerce sudah menjadi tren. Dari banyaknya situs online yang ada, perusahaan harus berusaha harus berupaya menghasilkan dan menyampaikan produk atau jasa yang diinginkan konsumen. Salah satu situs belanja online terbesar di Indonesia adalah Lazada.co.id. Tujuan penelitian ini adalah untuk mengetahui seberapa penting pengaruh komunikasi word of mouth terhadap keputusan pembelian kosnumen dan apakah dengan perubahan zaman yang semakin modern, ternyata electronic word of mouth dapat menggantikan posisi word of mouth secara umum. Word of mouth dan electronic word of mouth sangat berpengaruh bagi konsumen untuk melakukan pembelian online karena konsumen butuh pendapat dari orang lain dan review ketika belanja melalui situs onlineKata kunci : E-commerce, word of mouth, electronic word of mouth

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ABSTRACTE commerce business competition trend has been increasing as the world evolves to next level of new modern era. Many companies must provide goods and services that can fulfill every customer needs while at the same time compete with other similar online websites. Lazada.co.id is an example of a well known online website in Indonesia. The purpose of this research is to measure the importance of word of mouth marketing toward consumer purchasing power and whether electronic word of mouth has succeded in replacing traditional word of mouth as many more advanced technologies are introduced recently. Electronic word of mouth has tremendous impact to customers as more people seek other people 39 s review or advice before engage in online shopping.Keywords E commerce, word of mouth, electronic word of mouth"

"Tujuan penelitian ini adalah adalah untuk menganalisis pengaruh electronic word of- mouth pada ulasan online terhadap minat beli. Penelitian ini adalah penelitian kuantitatif. Sampel dalam penelitian ini adalah 100 responden yang tinggal di wilayah Jabodetabek, berumur 17 tahun ke atas, yang dapat mengakses internet terutama situs Elevenia.com dan pernah membaca informasi mengenai produk pada kolom ulasan dalam situs tersebut, namun belum pernah membeli produk atau jasanya. Sampel diambil dengan menggunakan non-probability sampling dengan teknik snowball. Hasil penelitian menunjukkan bahwa electronic word of mouth memiliki pengaruh yang signifikan dengan minat beli, khususnya pada dimensi platform assistance dan helping the company.

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The purpose of this study is to analyze the effect of electronic word-of-mouth toward purchase intention on online review at Elevenia.com. This research is quantitative research. The sample of this research is 100 respondents living in Jabodetabek area, aged 17 years and over, who can access the Internet, especially sites Elevenia.com and have been read information about the product on the column reviews, but have never purchased the product or service at Elevenia. This research is taken by using non-probability sampling and snowball technique. The results of this research indicate that the electronic word of mouth has a significant impact on purchase intention, in particular on the dimensions of platform assistance and helping the company."