E-WOM, Social Media Marketing dan E-Trust: Era Baru dalam Keputusan Pembelian Online

Heni Susilowati; Annisa Annur Azzahra

doi:10.32493/drb.v7i6.41319

Authors

Heni Susilowati Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern
Annisa Annur Azzahra Program Studi Manajemen, Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern

DOI:

https://doi.org/10.32493/drb.v7i6.41319

Keywords:

Keputusan Pembelian ; E-WOM ; Pemasaran Media Sosial; Kepercayaan Online

Abstract

Pergeseran perilaku konsumen ke arah pembelian online menjadi salah satu pendorong perubahan strategi pemasaran yang dilakukan perusahaan. Penelitian ini bertujuan untuk mengetahui pengaruh E-WOM, Social Media Marketing dan E-Trust terhadap keputusan pembelian online pada e-commerce Shopee. Populasi penelitian adalah seluruh konsumen yang telah melakukan keputusan pembelian online pada market place Shopee di Sragen. Pemilihan sampel didasarkan pada rumus Lemeshow menggunakan non probabity sampling dengan tehnik accidental sampling diperoleh 100 responden. Kuisioner disebarkan dengan bantuan google form melalui instastory Instagram dan story Wathapp, selanjutnya diukur dengan skala Liker 1-5. Metode analisis data menggunakan Regresi Linier Berganda dengan bantuan SPSS versi 26. Hasil penelitian menunjukkan bahwa E-WOM dan E-Trust berpengaruh positif dan signifikan terhadap Keputusan Pembelian Online pada marketplace Shopee. Namun Social Media Marketing tidak mampu membuktikan pengaruh positif dan signifikan terhadap Keputusan Pembelian Online pada Shopee. Adjusted Kemampuan E-WOM, social media marketing, dan e-trust mempengaruhi keputusan pembelian sebesar 59,7% sisanya 40,3% dipengaruhi oleh variabel lain.

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