PENGARUH E-WOM DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA WARKOP MAKEMBO

Abstract

This study aims to determine the significant effect of E-WOM on Instagram on purchasing decisions at Warkop Makembo. The research instrument used in this research is by using a Likert scale questionnaire. The population used in this study are all consumers who have made a purchase at Warkop Makempo in Bima City whose exact number is not known. The sample used was 50 respondents. The sampling technique was carried out by purposive sampling method, with the criteria: 1) Instagram users in Bima City and had made a purchase at Warkop Makembo, 2) consumers aged 17 years and over because considered able to answer the questions on the questionnaire. Data collection techniques in this study were observation, questionnaires and literature study. The data analysis technique used validity test, reliability test, simple linear regression analysis, simple correlation coefficient, determination test and t test. The results showed that there was a significant influence between E-WOM on Instagram on purchasing decisions at Warkop Makembo.Keywords: Electronic Word Of Mouth, Purchasing Decisions, Instagram