Pengaruh Media Sosial Dan Electronic Word Of Mount (E-Wom) Terhadap Keputusan Pembelian Melalui Minat Beli Di Mie Setan Malang
Keywords:
Social Media, Electronic Word of Mouth, Purchase Intention, Purchasing Decision, Mie Setan Malang.Abstract
his study aims to analyze the influence of social media and electronic word of mouth (e-WOM) on purchasing decisions, mediated by purchase intention, among consumers of Mie Setan Malang. The evolution of digital marketing has transformed consumer behavior regarding information acquisition, product evaluation, interest formation, and purchasing decisions. Social media enables companies to disseminate product information rapidly and interactively, whereas e-WOM provides information based on the experiences, reviews, comments, and recommendations of other consumers. This study employs a quantitative approach using explanatory research. Data were collected via questionnaires distributed to Mie Setan Malang consumers selected through purposive sampling. The research variables include social media and e-WOM as independent variables, purchase intention as an intervening variable, and purchasing decisions as the dependent variable. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS software to examine both direct and indirect effects among the variables. The findings are expected to demonstrate the impact of social media and e-WOM on purchase intention and purchasing decisions, as well as clarify the mediating role of purchase intention in the relationship between social media/e-WOM and purchasing decisions. This study is expected to contribute theoretically to the fields of consumer behavior and digital marketing, and practically to the management of Mie Setan Malang by offering insights for developing social media strategies, fostering positive e-WOM, enhancing purchase intention, and driving consumer purchasing decisions.
Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh media sosial dan electronic word of mouth (e-WOM) terhadap keputusan pembelian melalui minat beli pada konsumen Mie Setan Malang. Perkembangan pemasaran digital telah mengubah perilaku konsumen dalam memperoleh informasi, mengevaluasi produk, membentuk ketertarikan, dan menentukan keputusan pembelian. Media sosial memungkinkan perusahaan menyampaikan informasi mengenai produk secara cepat dan interaktif, sedangkan e-WOM memberikan informasi berdasarkan pengalaman, ulasan, komentar, dan rekomendasi konsumen lain. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian explanatory research. Data penelitian diperoleh melalui penyebaran kuesioner kepada konsumen Mie Setan Malang yang ditentukan menggunakan teknik purposive sampling. Variabel penelitian terdiri atas media sosial dan e-WOM sebagai variabel independen, minat beli sebagai variabel intervening, serta keputusan pembelian sebagai variabel dependen. Data dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS untuk menguji pengaruh langsung maupun tidak langsung antarvariabel. Hasil penelitian diharapkan dapat menunjukkan pengaruh media sosial dan e-WOM terhadap minat beli dan keputusan pembelian serta menjelaskan peran minat beli dalam memediasi hubungan antara media sosial dan e-WOM dengan keputusan pembelian. Penelitian ini diharapkan memberikan kontribusi teoritis dalam pengembangan kajian perilaku konsumen dan pemasaran digital serta kontribusi praktis bagi pengelola Mie Setan Malang dalam mengembangkan strategi media sosial, membangun e-WOM positif, meningkatkan minat beli, dan mendorong keputusan pembelian konsumen.
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