Efektifitas Media Instagram Dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Serta Keputusan Pembelian

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh langsung media instagram minat beli dan Electronic word of mouth (E-wom) terhadap keputusan pembelian konsumen Restoran Momomilk. Penelitian ini menggunakan metode Structural Equation Modelling (SEM) dimana pengumpulan data dilakukan dengan membagikan kuesioner kepada 110 responden yang pernah berkunjung ke Restoran Momomilk. Hasil kuesioner tersebut diuji menggunakan LISREL 8.72. Hasil menunjukkan bahwa media instagram dan Electronic word of mouth (E-wom) berpengaruh langsung signifikan terhadap minat beli konsumen. Namun, media instagram dan Electronic word of mouth (E-wom) tidak berpengaruh langsung signifikan terhadap keputusan pembelian. Berdasarkan hasil penelitian bahwa adanya variabel mediasi minat beli dapat berpengaruh signifikan terhadap keputusan pembelian. Hal ini dibuktikan dengan adanya hasil pada indikator minat beli konsumen berpengaruh langsung signifikan terhadap keputusan pembelian di Restoran Momomilk. Kata Kunci: social media instagram, e-WOM (Electronic Word of Mouth), minat beli, keputusan pembelian ABSTRACT This study aims to determine the direct effect of media instagram and Electronic word of mouth (E-wom) on Momomilk Restaurant's consumer purchase decision. The research method used in this research is Structural Equation Modeling (SEM), whereas data collection is done by distributing questionnaires to 110 consumers who have visited Momomilk Restaurant. The results of the questionnaire are tested using LISREL 8.72. The results show that the results show that the media instagram and Electronic word of mouth (E-wom) have a significant direct impact on consumer purchase intention. However, media instagram and Electronic Word of mouth (E-wom) have a significant indirect impact on purchasing decision. Based on this research that the variables of purchase intention mediation can give a significant influence on purchasing decision. This is evidenced by the results in the indicator purchase intention significant direct impact on purchasing decisions in Momomilk Restaurant.