Pengaruh Electronic Word Of Mouth Dan Sales Promotion Terhadap Keputusan Pembelian Fashion Bigsize (studi Kasus Online Shop Bigissimo.id)

Diana Putri, Nadya Novandriani Karina Moeliono

Abstract

ABSTRAK Industri fashion di Indonesia saat ini sedang berkembang dengan pesat. Perkembangan fashion juga merambah ke segala bidang, salah satunya fashion yang bergerak dalam bidang bigsize. Bigissimo.id adalah salah satu usaha yang bergerak dalam bidang fashion terkhusus untuk fashion bigsize. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan jenis penelitian deskriptif dan kausal. Populasi dalam penelitian ini adalah pelanggan yang sudah pernah membeli di Bigissimo.id dan pengambilan sampel dilakukan dengan metode non probability sampling yaitu dengan jenis purposive sampling dengan jumlah responden diambil sebanyak 100 responden yang telah membeli produk Bigissimo.id. Kemudian untuk teknik analisis data menggunakan analisis regresi berganda dan pengolahan data menggunakan software SPSS versi 25. Berdasarkan penelitian yang dilakukan, persentase penilaian electronic word of mouth, sales promotion, dan keputusan pembelian masuk dalam kategori sangat baik dengan rentang nilai 84%-100%, dan electronic word of mouth berpengaruh signifikan secara parsial terhadap keputusan pembelian, sales promotion berpengaruh signifikan secara parsial terhadap keputusan pembelian serta electronic word of mouth dan sales promotion berpengaruh signifikan secara simultan terhadap keputusan pembelian. Pengaruh electronic word of mouth dan sales promotion terhadap keputusan pembelian sebesar 61,1%. Sedangkan sisanya di pengaruhi oleh variabel lain yang tidak di teliti dalam penelitian. Kata kunci: Electronic Word of Mouth, Sales Promotion, Keputusan Pembelian ABSTRACT The fashion industry in Indonesia is currently developing rapidly. The development of fashion also penetrated into all fields, one of which is enganged in fashion bigsize. Bigissimo.id is one of the businesses enganged in the field of fashion especially for bigsize fashion. The method used in this research is quantitative with descriptive and causal research types. The population in this study are customers who have already bought at Bigissimo.id and sampling is done by non probability sampling method, namely the type of purposive sampling with the number of respondents taken as many as 100 respondents who have bought Bigissimo.id products. Then for data analysis techniques using multiple regression analysis and data processing using SPSS version 25 software. Based on research conducted, the percentage of electronic word of mouth assessment, sales promotion, and purchasing decisions fall into the very good category with a range of values of 84%-100%, and electronic word of mouth has a significant effect partial to purchasing decisions, sales promotion has a significant effect partial to purchasing decisions as well as electronic word of mouth and sales promotion simultaneously have a significant effect on purchasing decisions. The effect of electronic word of mouth and sales promotion on purchasing decisions was 61,1%. While the rest is influenced by other variables not examined in the study. Keywords: Electronic Word of Mouth, Sales Promotion, Keputusan Pembelian

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