Pengaruh Ulasan Pengguna Produk Smartphone terhadap Keputusan Membeli pada Grup Facebook Keluh Kesah kehidupan Berteknologi 4.0

Abstract

This study is titled "The Influence of Smartphone User Reviews on Purchase Decisions in the Facebook Group Keluh Kesah Kehidupan Berteknologi 4.0." The study aims to analyze the influence of user reviews on purchase decisions, measure the extent to which these reviews impact the decision-making process, and explain how group members process information from user reviews about smartphones. The theories applied in this research are Electronic Word of Mouth (eWOM) and the Elaboration Likelihood Model (ELM). This quantitative research uses a correlational approach. The sample consists of 100 respondents selected through a purposive sampling technique. Data collection was conducted through questionnaires distributed on the Facebook group Keluh Kesah Kehidupan Berteknologi 4.0. The data analysis techniques include single table analysis, cross-tabulation analysis, and hypothesis testing using the IBM SPSS Statistic 27.0 software. The results of the hypothesis test using Spearman Rank Correlation revealed a significant relationship between user reviews and purchase decisions, with a correlation coefficient of 0.632 and a significance level of <0.001. According to Guilford's scale, the correlation coefficient falls within the range of 0.41–0.70, indicating a moderately strong relationship between the two variables. The coefficient of determination test showed that user reviews account for 40% of the influence on purchase decision. In this context, user reviews serve as an essential guide in supporting the decision-making process, although they are not the sole determining factor. With high motivation, the opportunity to analyze, and the ability to evaluate technical information from reviews, this study demonstrates that most respondents in the group tend to process review information through the central route, as described in the ELM theory.