ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH PADA MEDIA SOSIAL YOUTUBE TERHADAP NIAT BELI PRODUK KOSMETIKA MEREK URBAN DECAY

Authors

  • Tasya Widya Puspitasari
  • Istiharini -

DOI:

https://doi.org/10.61769/jabs.v3i2.309

Abstract

One of the impacts of technological advances is seen in the field of information and communication. Nowadays people have many ways to socialize and seek information. In the past information was disseminated through Word of Mouth, but after the advent of the internet, information could be disseminated through social media, this is also called Electronic Word of Mouth. Electronic word of mouth on social media Youtube is in the form of video review. Product types and brands are featured in the form of video is very diverse, one of which is Urban Decay cosmetics. In this study the authors will examine how much influence the electronic word of mouth on Youtube social media to the purchase intention Urban Decay cosmetic products. The technique used in this study is survey technique by distributing 120 questionnaires to women aged 15-29 years who live in the area of Jakarta or Bandung and have watched the video review in the last 6 months. The data obtained will be processed by using multiple regression analysis. From the results obtained, e-WOM variables of intensity, positive valence, and content have an influence on the purchase intention Urban Decay cosmetics products. While the negative valence does not significantly influence the purchase intention Urban Decay cosmetics products.

Keyword: Electronic Word of Mouth, purchase intention, Cosmetics, and Social Media


Salah satu dampak dari kemajuan teknologi terlihat pada bidang informasi dan komunikasi. Saat ini orang-orang memiliki banyak cara untuk bersosialisasi dan mencari informasi. Jaman dulu informasi disebarkan melalui Word of Mouth, tetapi setelah munculnya internet, informasi dapat disebarkan melalui media sosial, ini disebut juga dengan Electronic Word of Mouth.  Electronic word of mouth pada media sosial Youtube adalah dalam bentuk video review. Jenis dan merek produk diulas dalam bentuk video sangat beraneka ragam, salah satunya adalah kosmetika Urban Decay. Dalam penelitian ini penulis akan meneliti seberapa besar pengaruh electronic word of mouth pada media sosial Youtube terhadap niat beli produk kosmetika merek Urban Decay. Teknik yang digunakan dalam penelitian ini adalah teknik survei dengan menyebarkan 120 kuesioner terhadap wanita berumur 15-29 tahun yang tinggal di daerah Jakarta ataupun Bandung dan telah menonton video review dalam 6 bulan terakhir. Data yang diperoleh diolah dengan menggunakan analisis regresi berganda.  Dari hasil yang didapat, variabel e-WOM yaitu intensity, positive valence, dan content memiliki pengaruh terhadap niat beli produk kosmetika merek Urban Decay. Sedangkan negative valence tidak berpengaruh secara signifikan terhadap niat beli produk kosmetika merek Urban Decay.

Kata Kunci: Electronic Word of Mouth, Niat Beli, Kosmetika, dan Media Sosial

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Published

2020-01-22

Issue

Vol. 3 No. 2 (2018)

Section

Articles

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