PENGARUH SOCIAL MEDIA MARKETING DAN E-WOM TERHADAP MINAT BELI PRODUK GEOFFMAX

THE INFLUENCE OF SOCIAL MEDIA MARKETING AND E-WOM ON INTEREST TO BUY GEOFFMAX PRODUCTS

Penelitian ini bertujuan guna mengetahui pengaruh social media marketing dan e-word of mouth terhadap minat beli produk GeoffMax. Jenis penelitian yakni penelitian kuantitatif dan teknik pengambilan sampelnya menggunakan non probability sampling, dengan total 100 responden. Teknik pengumpulan data melalui penyebaran kuesioner. Populasi pada penelitian yaitu pengguna aplikasi Instagram dan followers dari akun Instagram @geoff_max. Teknik analisis data menggunakan regresi linier berganda. Hasil dari penelitian ini membuktikan bahwa variabel social media marketing (X₁) berpengaruh signifikan terhadap minat beli (Y) produk GeoffMax, variabel e-word of mouth (X₂) berpengaruh signifikan terhadap minat beli (Y) produk GeoffMax, dan variabel social media marketing (X₁) dan e-word of mouth (X₂) secara bersamaan memiliki pengaruh positif signifikan terhadap minat beli (Y) produk GeoffMax.

Kata Kunci : social media marketing, e-word of mouth, minat beli

This research aims to determine the effect of social media marketing and e-word of mouth on buying interest in GeoffMax products. The type of research is quantitative research and the sampling technique uses non-probability sampling, with a total of 100 respondents. Data collection techniques through the distribution of questionnaires. The population in this study are Instagram application users and followers of the @geoff_max Instagram account. The data analysis technique used multiple linear regression. The results of this study prove that the social media marketing variable (X₁) has a significant effect on buying interest (Y) for GeoffMax products, while the e-word of mouth variable (X₂) has a significant effect on buying interest (Y) for GeoffMax products, and social media marketing variables. (X₁) and e-word of mouth (X₂) simultaneously have a significant positive effect on buying interest (Y) for GeoffMax products.

Keywords: social media marketing, e-word of mouth, buying interest