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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