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All Journal Journal of Student Development Informatics Management (JoSDIM) Jurnal Aplikasi Bisnis
Nabilah, Nanda Argyanti
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Computer Science & IT Economics, Econometrics & Finance Social Sciences

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Pengaruh Electronic Word of Mouth di instagram dan Brand Image Terhadap Minat Beli Produk Somethinc (Survei pada Followers Instagram @somethincofficial) Nabilah, Nanda Argyanti; Permatasari, Ita Rifiani
Journal of Student Development Informatics Management (JoSDIM) Vol 4, No 1: JoSDIM | Januari 2024
Publisher : Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/josdim.v4i1.5369

Abstract

The increasing popularity of social media such as Instagram has changed to electronic word of mouth. This makes business people use Instagram social media to build a good brand image, so Somethic builds electronic word of mouth marketing communications on Instagram to inform and improve brand image on Somethinc products. Data of the research was collected through questionnaire and using simple random sampling technique. Data was then analyzed using multiple regression analysis methods and hypothesis testing. The results of partially hypothesis and simultaneous hypothesis testing showed that electronic word of mouth and brand image had a positive and significant effect on the purchase intention of Somethic products.The data that has been collected is then analyzed and produces partially and simultaneously electronic word of mouth and brand image has a positive and significant effect on the intention to buy Something's product. It is hoped that the results of this study Somethinc will take into account the quality of recommendations submitted on Instagram regarding Somethinc products by using celebrity endorsers who will recommend Somethinc products to their followers in a clear and honest manner.
PENGARUH ELECTRONIC WORD OF MOUTH DI INSTAGRAM DAN BRAND IMAGE TERHADAP MINAT BELI PRODUK SOMETHINC Nabilah, Nanda Argyanti; Permatasari, Ita Rifiani; Utamaningsih, Arni
Jurnal Aplikasi Bisnis Vol. 10 No. 2 (2024)
Publisher : Politeknik Negeri Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33795/jab.v10i2.3925

Abstract

Meningkatnya popularitas media sosial seperti Instagram membuat bentuk komunikasi pemasaran word of mouth berubah menjadi electronic word of mouth. Hal ini membuat para pelaku bisnis memanfaatkan media sosial Instagram untuk membangun brand image yang baik, maka Somethic membangun komunikasi pemasaran electronic word of mouth di Instagram untuk menginformasikan serta meningkatkan brand image pada produk Somethinc. Penelitian ini merupakan penelitian kualitatif dengan variabel independen yaitu electronic word of mouth, brand image dan variabel dependen minat beli serta  metode pengumpulan data menggunakan kuesioner dan menggunakan teknik sampling simple random sampling. Analisis data menggunakan metode analisis regresi berganda dan uji hipotesis. Data yang telah terkumpul kemudian dianalisis dan menghasilkan secara parsial dan simultan electronic word of mouth dan brand image berpengaruh positif dan signifikan terhadap minat beli produk Somethinc. Hasil dari penelitian ini Somethinc diharapkan lebih mempertimbangkan kualitas rekomendasi yang disampaikan di Instagram mengenai produk Somethinc dengan menggunakan celebrity endorser yang akan merekomendasikan produk Somethinc kepada followersnya secara jelas dan jujur, dikarenakan pada item tersebut mendapatkan skor yang rendah.
Co-Authors Arni Utamaningsih Ita Rifiani Permatasari, Ita Rifiani