PENGARUH INFLUENCER REVIEW DAN ONLINE CUSTOMER REVIEW TERHADAP MINAT BELI PRODUK TAS DI KALANGAN MAHASISWA KOTA SURABAYA

THE EFFECT OF INFLUENCER REVIEWS AND ONLINE CUSTOMER REVIEWS ON INTEREST TO BUY BAG PRODUCTS AMONG STUDENTS IN SURABAYA CITY

Penelitian ini dilakukan untuk mengetahui pengaruh Influencer Review dan Online Customer Review terhadap minat beli produk tas di kalangan mahasiswa Kota Surabaya. Penelitian ini menggunakan kuantitatif deskriptif. Populasi pada penelitian ini yaitu mahasiswa di Kota Surabaya. Sampel yang digunakan adalah 100 sampel minimal dan digunakan 115 sampel untuk penelitian ini dengan kriteria mahasiswa aktif di Kota Surabaya yang berumur 17-24 tahun, dengan menggunakan teknik purposive sampling dan menggunakan rumus Rao Purba. Teknik analisis data yang digunakan adalah analisis regresi linier berganda pada penelitian ini menggunakan program SPSS versi IBM 25. Hasil penelitian ini menunjukan bahwa secara parsial variabel Influencer Review (X1) berpengaruh terhadap minat beli tas di Kota Surabaya dan variable Online Customer Review (X2) berpengaruh terhadap minat beli tas di Kota Surabaya. Serta secara simultan Influencer Review dan Online Customer Review (X2) berpengaruh secara bersama-sama terhadap minat beli tas di Kota Surabaya.

Kata kunci : Influencer Review, Online Customer Review, Minat Beli

This research was conducted to determine the effect of Influencer Reviews and Online Customer Reviews on the intention to buy bag products among Surabaya City students. This research uses descriptive quantitative. The population in this study are students in the city of Surabaya. The sample used was a minimum of 100 samples and 115 samples were used for this study with the criteria of active students in the city of Surabaya aged 17-24 years, using a purposive sampling technique and using the Rao Purba formula. The data analysis technique used was multiple linear regression analysis in this study using the IBM version 25 SPSS program. The results of this study indicate that partially the Influencer Review variable (X1) has an effect on the intention to buy bags in the city of Surabaya and the Online Customer Review variable (X2) has an effect on the intention to buy bags in the city of Surabaya. As well as simultaneously Influencer Reviews and Online Customer Reviews (X2) jointly influence the intention to buy bags in the city of Surabaya.

Keywords: Influencer Reviews, Online Customer Reviews, Purchase Intentio