ANALISA EWOM DI MEDIA SOSIAL TERHADAP MINAT BELI KONSUMEN KOSMETIKA

Abstract

Social media can make it easier for consumers to get any information that consumers want. The growth of social media users always increases every year. This research was conducted based on the high increase in sales of cosmetic products on social media platforms, which is an interesting thing to research. Especially because social media platforms have a high level of effectiveness as a marketing medium. The purpose of this research is to find out whether variables such as information task fit, information quality, information credibility, needs of information and information quantity on social media mediated by information adoption can affect a consumer's desire to buy cosmetic products. The method used in this research is causal comparative research which identifies the cause-and-effect relationship between the independent and dependent variables. This study took a sample of 300 respondents who are women aged 21 to 25 years who have income. Of the six hypotheses proposed, five were accepted and one was rejected. The results showed that there is a significant influence between information quality on information adoption, information credibility on information adoption, needs of information on information adoption, information quantity on information adoption and information adoption on purchase intention, while information task-fit on information adoption does not significantly affect.