Pengaruh Electronic Word Of Mouth Socobox Sociolla Melalui Twitter Terhadap Minat Beli Pada Followers @womanfeeds

Abstract

Abstrak Dengan majunya dunia media social, menjadikan electronic word of mouth sudah menjadi iconic yang penting. Objek penelitian ini yaitu Sociolla yang selalu memberikan reward kepada pelanggannya berupa SOCOBOX yang menjadi topik dikalangan media social twitter pada akun @womanfeeds, yaitu komunitas online berbasis kecantikan. Sociolla sendiri merupakan platform e-commerce di Indonesia yang menyediakan berbagai keperluan wanita seperti makeup, perawatan wajah dan badan dari ujung rambut hingga kaki, dan alat kecantikan lainnya. Penelitian ini bertujuan untuk mengetahui seberapa pengaruh Electronic Word of Mouth SOCOBOX Sociolla terhadap tingkat minat beli make up di Sociolla khususnya dikalangan followers akun twitter @womanfeeds. Penelitian ini menggunakan Metode Kuantitatif dengan jenis penelitian Kausal. Populasi dalam penelitian ini yaitu followers dari @womanfeeds sebanyak 40.000 followers. Penelitian ini menggunakan Teknik Purposive Samping, dengan jumlah sampe sebanyak 270 sample. Teknik analisis data peneliti menggunakan Analisis Deskriptif, Uji Normalitas, Koefisien Korelasi, Uji Regresi Linear Sederhana, dan Uji Hipotesis dengan menggunakan SPSS versi 25.0. Hasil penelitian menunjukkan analisis korelasi menunjukkan bahwa nilai koefisien korelasi (R) atau nilai hubungan yang diperoleh adalah sebesar 0,592. Hal ini menunjukkan bahwa hubungan antara variabel electronic word of mouth (X) terhadap variabel tingkat minat beli (Y) masuk kedalam kategori hubungan yang sedang karena berada pada interval 0,40 – 0,599. Hasil nilai t yang diperoleh (thitung) adalah sebesar 12.040 sedangkan ttabel yang telah ditentukan adalah 1.284. Maka bisa disimpulkan bahwa H0 ditolak dan H1 diterima, dimana yang artinya ada pengaruh antara eWOM SOCOBOX melalui sosial media twitter terhadap tingkat minat beli. Kata kunci: electronic word of mouth, perilaku konsumen, minat beli, Socobox, Sociolla Abstract With the advancement of social media, electronic word of mouth has become an essential icon. This research's object is Sociolla, which always gives rewards to its customers in the form of SOCOBOX, which is a topic among Twitter social media on the @womanfeeds account, which is an online beauty-based community. Sociolla itself is an ecommerce platform in Indonesia that provides various needs for women such as makeup, facial and body care from ISSN : 2355-9357 e-Proceeding of Management: Vol.8, No.1 Februari 2021 | Page 613head to toe, and other beauty tools. This study aims to determine how much is the influence of Electronic Word of Mouth of Sociolla’s SOCOBOX on the level of buying interest of makeup at Sociolla, especially among the followers of the @womanfeeds Twitter account. This study used the quantitative method with the causal research type. The population in this study was the followers of @womanfeeds as many as 40,000 followers. This study used a purposive sampling technique, with a sample size of 270 samples. The researcher data analysis technique used descriptive analysis, normality test, correlation coefficient, simple linear regression test, and hypothesis test using SPSS version 25.0. The results showed that the correlation analysis showed that the correlation coefficient (R) or the relationship value obtained was 0.592. This shows that the relationship between the variable of electronic word of mouth (X) and the level of buying interest (Y) is included in the moderate relationship category because they are in the interval of 0.40 - 0.599. The result of the t value obtained (tcount) is 12.040, while the ttable that has been determined is 1.284. So it can be concluded that H0 is rejected, and H1 is accepted, which means that there is an influence between eWOM of SOCOBOX through Twitter social media on the level of buying interest. Keywords: electronic word of mouth, consumer behavior, buying interest, Socobox, Sociolla