Pengaruh Electronic Word of Mouth Website Female Daily terhadap Keputusan Followers Membeli Produk Kosmetik - Regita Wahyu; Dian Widya Putri (UNISBA Press, 2023)
Abstract. Phenomenon of online shopping has resulted in changes in consumer behavior where consumers rely on reviews in making purchasing decisions. This study aims to determine the effect of electronic word of mouth on the female daily website on followers' decisions to buy cosmetic products. There are 40 respondents which are members of the Beauty Adds-ons group using a simple linear regression analysis technique. Based on the results of the research that has been done, simultaneously Electronic Word Of Mouth influences purchasing decisions. Where is the Electronic Word Of Mouth indicator that has the greatest influence on purchasing decisions, namely content because clear and detailed information will arouse consumer buying interest so that consumers decide to buy a cosmetic product, while the Electronic Word Of Mouth indicator has the least effect, namely intensity because members access the Beauty Adds-ons group according to the need to obtain information Abstrak. Maraknya fenomena berbelanja online mengakibatkan perubahan perilaku konsumen dimana konsumen mengandalkan ulasan dalam mengambil keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh dari electronic word of mouth pada website female daily terhadap keputusan followers membeli produk kosmetik. Terdapat 40 responden yang mana termasuk kedalam anggota group Beauty Adds-ons menggunakan teknik analisis regresi linear sederhana. Berdasarkan hasil penelitian yang telah dilakukan, secara simultan Electronic Word Of Mouth berpengaruh terhadap keputusan pembelian. Dimana indikator Electronic Word Of Mouth yang berpengaruh paling besar terhadap keputusan pembelian yaitu konten dikarenakan informasi yang jelas dan detail akan membangkitkan minat beli konsumen sehingga memutuskan konsumen membeli sebuah produk kosmetik, sedangkan indikator Electronic Word Of Mouth yang berpengaruh paling kecil yaitu intensitas karena para anggota mengakses grup Beauty Adds-ons sesuai dengan kebutuhan mendapatkan informasi