Pengaruh Electronic Word-of-Mouth Melalui Twitter Terhadap Keputusan Pembelian

(Studi Kasus Pada Konsumen Chingu Korean Fan Cafe Bandung)

 

Bethani Suryawardani¹

Dosen Prodi D3 Manajemen Pemasaran, Universitas Telkom

Email: [email protected]

Faliq Ridho Habibi²

Mahasiswa Prodi D3 Manajemen Pemasaran, Universitas Telkom

 

ABSTRACT

           

 The competition of culinary business become strict, many new culinary businesses have emerged with the unique concept to make the business differ with their competitors. Today, internet technology such as social media is widely used by the consumers. This was realized by Chingu Cafe, a Korean culinary business in Bandung, to see the consumer who often uses the social media such as Twitter in the process of consumer buying. The purpose of this study was to find out the effect of electronic word of mouth via twitter on the purchasing decision of Chingu Cafe consumer. The method used in this study was the descriptive method, using questionnaires for the data collection. The data were examined through the tests of validity, reliability, and normality. The data were than analysis using descriptive statistics and simple linear regression analysis involving the consumers and followers of Chingu Cafe twitter account as the samples. The result of hypothesis testing of the effect of electronic word of mouth on purchasing decision of Chingu Cafe consumer showed that the variable of eWOM (X) had a significant effect showed by t count (4.678) > t table (1.96). Based on determinant coeffient testing, it can be concluded that eWOM affected significantly on the purchasing decision at 18% while, the rest of 81,7% of the purchasing decision was affected by other factors that was not investigated in this research.

 

Keywords: Electronic Word Of Mouth, Purchasing Decision, Twitter

 

Penelitian ini telah disubmit pada:

Jurnal Ilmiah Ekonomi dan Manajemen (KAIZEN) Vol.12 Januari-Juni 2016