Pengaruh Social media Marketing dan Elctronic Word of Mouth Terhadap Purchase Intention - Orella, Ryo Mahesa; Anggraeni, Rila (Fakultas Ekonomi dan Bisnis Universitas Brawijaya, 2023)
This study aims to determine the effect of Social Media Marketing and Electronic Word of Mouth on Purchase Intention. This research is an Explanatory Research which explains causal relationships between variables through hypothesis testing. This research used 107 respondents with purposive sampling technique. The criteria that used in this research are Bogor residents aged 15-30 years who have purchased food from Social Media and have seen Tebar Rasa's Instagram account. Data were analyzed with Statistical Package for Social Science (SPSS) ver. 26.0. The data were tested by validity and reliability test, classical assumption test, multiple linear regression analysis test and hypothesis testing. The results of this research show that Social Media Marketing and Electronic Word of Mouth have a positive and significant effect on Purchase Intention. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh social media Marketing dan Electronic Word of Mouth terhadap Purchase Intention. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel – variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 107 responden. Pengambilan sampel menggunakan teknik purposive sampling dengan karakteristik warga kota Bogor yang berusia 15-30 tahun, pernah membeli produk makanan melalui sosial media dan pernah melihat akun Instagram Tebar Rasa. Pengumpulan data dilakukan dengan menggunakan kuesioner. Teknik analisis data dilakukan menggunakan Statistical Package for Social Science (SPSS) ver. 26.0. Kemudian data dianalisis dengan uji validitas dan reliabilitas, uji asumsi klasik, uji analisis regresi linier berganda, dan uji hipotesis. Hasil penelitian menunjukkan bahwa social media Marketing dan Electronic Word of Mouth memiliki pengaruh yang positif dan signifikan terhadap Purchase Intention.