Electronic Word Of Mouth (E-WOM), Kepuasan Konsumen Dan Pengaruh Langsung Dan Tak Langsung Terhadap Minat Beli Konsumen (Studi Pada Mahasiswa FEB Untag Di Semarang)

Ratnawati Dwi Putranti FX. Denny Pradana

Abstract


Abstrak

 

Kehadiran internet  dalam kehidupan kita saat ini, membuat komunikasi lebih mudah dan terbuka. Komunikasi lewat jejaring sosial yang dapat menghimpun banyak orang,  menjadikan internet sebagai  media yang digemari oleh banyak orang. Mahasiswa dan kalangan bisnis menyukai media ini karena efisien dan efektif. Membagi pengalaman lewat  jejaring sosial akan mempercepat informasi dan promosi.

Penelitian ini menganalisis pengaruh electronic word of mouth (e-WOM), dan kepuasan konsumen terhadap minat beli konsumen, secara langsung dan tidak langsung melalui media sosial. Sampel penelitian adalah mahasiswa FEB UNTAG di Semarang, dengan teknik pengambilan purposive sampling. Teknik analisis data yang digunakan adalah regresi linier berganda dan analisa jalur dengan bantuan program SPSS 13.

Hasil penelitian menunjukkan terdapat pengaruh yang positif signifikan e-word of mouth dan kepuasan konsumen terhadap social media, terdapat pengaruh positif kepuasan konsumen terhadap e-word of mouth, dan terdapat pengaruh langsung dan tidak langsung e-word of mouth terhadap minat beli konsumen. Jejaring sosial dapat membuka peluang untuk media promosi secara cepat  efektif dan efesien.

 

Kata Kunci: e-word of mouth, kepuasan konsumen, social media, minat beli konsumen

 

Abstract

 

The present of internet in our lives today make the communication easier and discloser. Communication through social networks that can gather many people makes the internet as a medium that is loved by many people. Students and business man like this medium because its efficiently and effectively. Sharing experiences through social networks will speed up information and promotion.

This study analyzed the influence of electronic word of mouth (e-WOM) and customer satisfaction with social media and consumer buying interest. Samples were FEB students of UNTAG Semarang, with purposive sampling technique. The data analysis techniques used are multiple linear regression and path analysis with SPSS 13.

The results showed there is a significant positive effect of e-word of mouth and customer satisfaction with social media, there is a positive influence on customer satisfaction with e-word of mouth, and there is a direct and indirect effect of the e-word of mouth for consumers to buy. Social networking can open up opportunities for rapid promotion media effectively and efficiently.

 

Keywords: e-word of mouth, customer satisfaction, social media, consumer buying interest




DOI: http://dx.doi.org/10.24856/mem.v30i1.249

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