Open AccessPENGARUH ELECTRONIC WORD OF MOUTH DI MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI KONSUMEN PADA DISTRO BATTLEBOOM PALU
Author(s) -
Chandra Ananta Putra,
Johnny Tanamal,
Rahmat Mubaraq
Publication year - 2020
Publication title -
jurnal ilmu manajemen universitas tadulako
Language(s) - English
Resource type - Journals
ISSN - 2443-3578
DOI - 10.22487/jimut.v1i3.24
Subject(s) - nonprobability sampling , advertising , psychology , population , humanities , art , business , sociology , demography
This study aims to determine and analyze the influence of electronic word of mouth variables in social media Instagram of consumer buying interest in Battleboom Palu Distro. The type of research used is quantitative (indicating the relationship between variables). The population in this study is the whole followers account Instagram Distro Battleboom Palu number is not known with certainty The sampling technique to determine the sample that will be use in this research using non probability sampling technique, that is purposive sampling. With the number of samples as much as 100 respondents. Data collection using questionnaire. Data analysis method used multiple linear regression analysis. The results showed that (1) There is influence of electronic word of mouth simultaneously to consumer buying interest in Distro Battleboom Palu (2) partially electronic word of mouth sub variable content and intensity influential significant to consumer buying interest in Distro Battleboom Palu (3) and partially electronic word of mouth sub variable negative valence of opinion and positive valence of opinion have no significant effect on consumer buying interest in Distro Battleboom Palu. Penelitian ini bertujuan untuk mengetahui dan menganalisa pengaruh dari variabel electronic word of mouth di sosial media instagram terhadap minat beli konsumen di Distro Battleboom Palu. Jenis penelitian yang digunakan adalah kuantitatif (menunjukan hubungan antar variabel). Populasi dalam penelitian ini adalah seluruh followers akun instagram Distro Battleboom Palu jumlahnya tidak diketahui dengan pasti. Teknik pengambilan sampel untuk menentukan sampel yang akan digunakan dalam penelitian ini menggunakan Teknik non probability sampling, yaitu purposive sampling. Dengan jumlah sampel sebanyak 100 responden. Pengambilan data menggunakan kuesioner. Metode analisis data yang digunakan adalah analisis regresi linear berganda. Hasil penelitian menunjukan bahwa (1) Terdapat pengaruh electronic word of mouth secara simultan terhadap minat beli konsumen di Distro Battleboom Palu (2) secara parsial electronic word of mouth sub variabel content dan intensity berpengaruh signifikan terhadap minat beli konsumen di Distro Battleboom Palu (3) dan secara parsial electronic word of mouth sub variabel negative valence of opinion dan positive valence of opinion berpengaruh tidak signifikan terhadap minat beli konsumen di Distro Battleboom Palu.