Pengaruh Electronic Word of Mouth pada Keputusan Pembelian Pengguna Produk Kecantikan X

The Effect of Electronic Word of Mouth on Purchasing Decisions for The User of X Beauty Product

Sejak pemberlakukan social distacing ditemukan konsumen lebih banyak melakukan perawatan badan karena memiliki lebih banyak waktu di rumah yang mengakibatkan keputusan pembelian produk perawatan meningkat. Keputusan pembelian memiliki lima aspek yang meliputi Need recognition, Search of Information, Alternative Evaluation, Purchase Decision, dan Post-purchase Behavior. Pada proses Search of Information, electronic word of mouth merupakan informasi yang dinilai paling efektif karena bersifat independen dan memiliki informasi yang relevan bagi konsumen. Tujuan penelitian ini untuk melihat pengaruh dari electronic word of mouth terhadap keputusan pembelian pada produk kecantikan X. Menggunakan teknik penelitian kuantitatif asosiatif dan teknik purposive sampling dalam pengambilan sampel dengan 100 partisipan. Data diambil dengan kuesioner menggunakan skala likert sebagai instrumen penelitian dan dianalisis menggunakan analisis regesi linier sederhana dengan bantuan SPSS 25.00. Ditemukan nilai signifikasi sebesar 0,00 < 0,05, sehingga dapat disimpulkan bahwa variabel Electronic Word of Mouth bepengaruh terhadap variabel Keputusan Pembelian pada pengguna produk kecantikan  X. 

Since the implementation of social distancing, it was found that consumers were doing more beauty and body care stuff because they had more time at home which resulted in increased purchasing decisions for beauty care products. Purchase decisions have five aspects which is Need recognition, Search of Information, Alternative Evaluation, Purchase Decision, and Post-purchase Behavior. In the Search of Information process, electronic word of mouth is the most effective information because it is independent and has relevant information for consumers. The purpose of this study was to see the effect of electronic word of mouth on purchasing decisions on user of beauty products X. Using associative quantitative research techniques and purposive sampling techniques in sampling with 100 participants. The data were taken using a questionnaire using a Likert scale as a research instrument and analyzed using simple linear regression analysis with the help of SPSS 25.00. It was found a significance value of 0.00 < 0.05, so it can be concluded that the Electronic Word of Mouth variable has an effect on the Purchase Decision variable on user of beauty product X.