Pengaruh Penggunaan Sosial Media Dan E-Wom Terhadap Keputusan Pembelian Di Mediasi Kepercayaan
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Abstract
The purpose of this study is to test the effect of social media usage and e-wom on purchase decision and then trust as a mediation between social media usage and e-wom to purchase decision. The data were collectected by using online questionnaires through social media in the form of Whatsapp, Line and Instagram. The number of samples used in this study were 100 respondent consumer air Jordan in Jabodetabek. The method used in this study is convenience sampling and alayzed using smartPLS-SEM. The result of this study state that the variables of social media usage and E-WOM have a significant influence on trust, social media usage, E-WOM, and trust have a significant influence on purchase decision.
Tujuan dari penelitian ini adalah untuk menguji pengaruh penggunaan sosial media dan e-wom terhadap keputusan pembelian serta menguji kepercayaan sebagai mediasi antara penggunaan sosial media dan e-wom dengan keputusan pembelian. Pengambilan data yang dilakukan dengan cara kuesioner yang disebarkan melalui sosial media seperti Whatsapp, Line dan Instagram. Populasi dari penelitian ini adalah 100 pelanggan konsumen sepatu Air Jordan di Jabodetabek. Metode yang digunakan adalah convenience sampling untuk menyebarkan kuesioner secara online yang kemudian diolah menggunakan smartPLS-SEM. Hasil dari penelitian ini adalah penggunaan sosial media dan E-WOM dapat mempengaruhi kepercayaan. Kemudian penggunaan sosial media, E-WOM, dan kepercayaan dapat mempengaruhi keputusan pembelian.
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