Dampak Media Sosial, Endorser Selebriti, dan E-WOM terhadap Minat Beli Produk UMKM Kuliner
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Abstract
Penelitian ini bertujuan untuk menganalisis penggunaan media sosial, endorser selebriti, dan e-WOM terhadap minat beli produk UMKM kuliner di Jakarta. Teknik pemilihan sampel pada penelitian ini menggunakan non probability sampling dengan teknik purposive sampling. Sampel dalam penelitian ini adalah pengguna Instagram dan TikTok yang pernah menjadi konsumen UMKM kuliner di Jakarta dengan total 110 responden. Data dianalisis menggunakan metode Structural Equation Modeling (SEM) dengan program SmartPLS 4.1.0.9. Hasil penelitian ini menemukan bahwa terdapat pengaruh positif tidak signifikan media sosial terhadap minat beli, endorser seleberiti berpengaruh positif tidak signifikan terhadap minat beli, electronic word of mouth (e-WOM) berpengaruh positif signifikan terhadap minat beli.
This study aims to analyze the use of social media, celebrity endorsers, and e-wom on buying interest in culinary MSME products in Jakarta. The sample selection technique in this study used non-probability sampling with purposive sampling technique. The samples in this study were Instagram and TikTok users who had become consumers of culinary MSMEs in Jakarta with a total of 110 respondents. The data were analyzed using the Structural Equation Modeling (SEM) method with the SmartPLS 4.1.0.9 program. The results of this study found that there is a positive insignificant effect of social media on purchase intention, celebrity endorsers have a positive insignificant effect on purchase intention, electronic word of mouth (e-WOM) has a positive significant effect on purchase intention.
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