Pengaruh iklan media sosial, electronic word of mouth, dan persepsi kualitas terhadap keputusan pembelian

Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh iklan media sosial, electronic word of mouth dan persepsi kualitas terhadap keputusan pembelian body lotion Scarlett Whitening. Penelitian ini menggunakan pendekatan kuantitatif dengan populasi konsumen body lotion Scarlett Whitening pada followers instagram Scarlett Whitening. Adapun teknik pengambilan sampel menggunakan metode purposive sampling dengan pengambilan sampel melalui kuesioner yang disebarkan secara online. Sampel disebarkan pada 100 orang responden sesuai kriteria penelitian. Teknik analisis data menggunakan regresi berganda. Hasil penelitian menjelaskan bahwa variabel iklan media sosial berpengaruh secara signifikan terhadap keputusan pembelian body lotion Scarlett Whitening dengan nilai signifikan 0,004<0,05. Variabel electronic word of mouth berpengaruh secara signifikan terhadap keputusan pembelian body lotion Scarlett Whitening dengan nilai signifikan 0,000<0,05. Variabel persepsi kualitas juga memiliki pengaruh yang signifikan terhadap keputusan pembelian body lotion Scarlett Whitening dengan nilai signifikan 0,002<0,05. Pada hasil koefisien determinasi (R²) variabel independen (iklan media sosial, electronic word of mouth dan persepsi kualitas) berpengaruh secara simultan dengan memperoleh nilai R Square sebesar 79,9%. Kata Kunci: Iklan media sosial; electronic word of mouth; persepsi kualitas; keputusan pembelian Effect of social media advertising, electronic word of mouth, and perceived quality on purchasing decisions Abstract This study aims to know the influence of social media adverising, electronic word of mouth, and perceived quality from the consumer towards Scarlett Whitening body lotion. This study uses a quantitative approach with Scarlett Whitening body lotion consumers as the population from Scarlett Whitening's Instagram followers. The technique of compiling the sample is by using the purposive sampling method by compiling the sample through the questionnaire that is spread online to 100 respondents that suit the study criterion. The technique of analyzing data is by using double regression. The finding of this study explains that the variable of social media adverising affects significantly the decision to buy Scarlett Whitening body lotion with a significant score of 0,004<0,05. The variable of electronic word of mouth affects significantly towards the decision to buy Scarlett Whitening body lotion with a significant score of 0,000<0,05. The variable of perceived quality also has a significant effect on the buyer's decision to buy Scarlett Whitening with a significant score of 0,002<0,05. In the result of the coefficient of determination (R2), the independent variable (advertisement in social media, electronic word of mouth, and quality perception) affects simultaneously by gaining the R Square score of 79,9%.