Pengaruh Electronic Word Of Mouth Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Studi Pada Konsumen Irian Supermarket Setia Budi Medan)

Abstract

The retail industry in Indonesia continues to grow in line with increasing competition in the era of globalization and technological advancement. In the face of these conditions, retail companies are required to implement effective marketing strategies to maintain and increase market share. One strategy that can be used is electronic word of mouth (e-wom), which has the potential to influence consumer buying interest and purchase decisions. This research focuses on the influence of e-wom on buying interest and its impact on purchase decisions on consumers of Irian Supermarket Setia Budi Medan. This study aims to test the influence of e-wom on consumer buying interest, as well as to measure its impact on purchase decisions through buying interest as a mediating variable. In addition, this study also aims to find out the extent to which buying interest can mediate the influence of e-wom on purchase decisions in Irian Supermarket consumers. This study uses a quantitative approach with the Partial Least Square (PLS) method and path analysis. Sampling was carried out through purposive sampling techniques and used 100 respondents as samples. Primary data was obtained through a google form questionnaire while secondary data was obtained through literature studies. Data analysis techniques are carried out through Smart PLS software, which includes outer model testing, inner model, and hypothesis testing using the bootstrapping method. The results of this study show that electronic word of mouth (X) has a positive and significant effect on buying interest, this is shown by the calculated T value of 8.613 which is greater than the T of the table of 1.96, and the P value of 0.000 which is smaller than the significance level of 0.05. In addition, buying interest (Z) has also been proven to have a positive and significant effect on purchase decisions. The test results showed that the calculated T value of 4.468 was greater than the T of the table of 1.96, with a P value of 0.000. This study also found that there is an indirect effect (indirect effect) between e-wom on purchase decisions through buying interest as a mediating variable. The original sample value was 0.244 with a P value of 0.000 indicating that the influence was significant. Thus, it can be concluded that e-wom not only influences purchasing decisions directly, but also through increased consumer buying interest.