DAMPAK SOCIAL E-WOM TERHADAP STRATEGI PEMASARAN UNTUK CIPTAKAN NIAT BELI DI ERA DIGITAL
Article Sidebar
Citra merk,
Kredibilitas merk,
Pengaruh E-Wom,
Minat Pembelian,
Brand Image,
Brand Trust,
E-Wom Adoption,
Purchase Intention
Main Article Content
Abstract
Penelitian ini dilakukan untuk menganalisis dampak social E-Wom ke dalam strategi pemasaran untuk ciptakan niat beli di era digital. Objek penelitian yang digunakan adalah Hotel Budget. Metode pengumpulan data yang digunakan adalah dengan menyebarkan kuesioner secara daring dengan sampel yang diambil menggunakan teknik purposive sampling dan non-probability sampling kepada 71 responden pengguna social media dan konsumen hotel budget (OYO, Red Doorz, Bobobox). Metode analisis data yang digunakan adalahSmart PLS 3). Hasil dari penelitian ini menunjukkan bahwa dampak social E-Wom ke dalam strategi pemasaran untuk ciptakan niat beli social E-Wom dan E-Wom adoption terbukti berpengaruh secarah positif dan signifikan terhadap niat pembelian. Penelitian selanjutnya disarankan untuk meneliti lebih banyak jenis hotel lainnya, agar hasil penelitian dapat meberikan gambaran umum, serta disarankan untuk menambah variable lain yang mempengaruhi niat beli, seperti kesadaran merek.
This research was conducted to analyze the social impact of E-Wom into marketing strategies to create purchase intentions in the digital era. The research object used is the Budget Hotel. The data collection method used was by distributing questionnaires online with samples taken using purposive sampling and non-probability sampling techniques to 71 respondents using social media and consumers of budget hotels (OYO, Red Doorz, Bobobox). The data analysis method used is Smart PLS 3). The results of this study indicate that the social impact of E-Wom in the marketing strategy to create social E-Wom purchase intentions and E-Wom adoption has proven to have a positive and significant effect on purchase intention. Further research is recommended to examine more other types of hotels, so that the research results can provide an overview, and it is advisable to add other variables that influence purchase intention, such as brand awareness.
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