Pengaruh Influencer dan Electronic Word of Mouth (e-WOM) Terhadap Keputusan Pembelian Bika Ambon Ahun di Kota Medan

Abstract

Bika Ambon Ahun is one of Medan’s traditional culinary products that has gained rising popularity through digital m exposure, particularly after influencer reviews and social media debates triggered further consumer recommendations and reviews. This phenomenon indicates that social media-based marketing strategies, especially m influencer marketing and electronic word of mouth (e-WOM), play a vital role in shaping consumer perceptions and driving purchasing decisions for local products.

This study aims to analyze the effect of influencers on purchasing decisions of Bika Ambon Ahun in Medan, the effect of e-WOM on purchasing decisions, and the simultaneous effect of both variables. The research focuses on understanding how influencer credibility and consumer reviews build trust and reduce perceived risks in the purchasing process.

The study applied a quantitative approach with an associative research type. Data were collected through questionnaires distributed to 100 respondents who were consumers of Bika Ambon Ahun in Medan. Data analysis was conducted using validity and reliability tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²) to examine relationships and influences between variables.

The results reveal that influencers (t-value = 4,384 > t-table = 1.985; sig. 0.000 < 0.05) and e-WOM (t-value = 4.844 > t-table = 1.985; sig. 0.000 < 0.05) have a positive and significant influence on purchasing decisions. Simultaneously, both variables contribute 68.4% to the variation in purchasing decisions, while the remaining 31.6% is influenced by other factors outside the model. Therefore, leveraging influencers and e-WOM is proven to be an effective strategy to strengthen the competitiveness of Bika Ambon Ahun as a local culinary product in the digital era.