Pengaruh Electronic Word Of Mouth (E-Wom) Di Media Sosial Terhadap Purchase Intention Pada Iphone (Studi Kasus Pada Konten Ulasan Negatif Di X)
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth (e-WOM) di media sosial terhadap minat beli konsumen pada produk iPhone. Di era digital, arus informasi yang tersebar di media sosial berperan penting dalam membentuk persepsi sekaligus memengaruhi minat beli konsumen. Metode penelitian yang digunakan adalah kuantitatif dengan menyebarkan kuesioner kepada 250 pengguna iPhone yang juga aktif menggunakan media sosial di Indonesia. Variabel independen mencakup Information Quality, Information Quantity, dan Information Credibility, sedangkan variabel dependen terdiri dari Information Usefulness, Information Adoption, serta Purchase Intention. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa seluruh dimensi e-WOM berpengaruh positif dan signifikan terhadap minat beli konsumen. Secara praktis, penelitian ini menekankan pentingnya optimalisasi strategi e-WOM dengan memastikan informasi yang disampaikan di media sosial relevan, meyakinkan, dan mudah dipahami agar mampu meningkatkan adopsi informasi serta mendorong niat beli. Secara teoritis, temuan ini memperkuat model hubungan e-WOM dengan Information Usefulness, Information Adoption, dan Purchase Intention, sekaligus membuka peluang pengembangan model yang lebih komprehensif pada penelitian mendatang. Kata Kunci: e-WOM, media sosial, minat beli, iphone
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