Pengaruh Electronic Word of Mouth terhadap Minat Beli Produk Wardah Beauty

Alisya Sakinah
Rini Rinawati

Bandung Conference Series: Public Relations
Vol. 4 No. 2 (2024): Bandung Conference Series: Public Relations

Abstract. This research aims to determine the influence of Electronic Word of Mouth (EWOM) on purchasing interest for Wardah Beauty products. This research was conducted using quantitative methods and a descriptive approach in a positive paradigm. Research participants were those who commented on the last three uploads on Amanda Rawles's Instagram (@amandarawles) in 2023 which were obtained through the use of questionnaires as a data collection technique. Data analysis uses descriptive analysis techniques and Structural Equation Modeling-Partial Least Squares (SEM-PLS). The methodology used is a quantitative research approach, with a sample size of 89 people. This research examines the influence of Electronic Word of Mouth (EWOM) on consumer buying interest. The results of this research show that the role of brand ambassador can strengthen the influence of EWOM in increasing interest in purchasing cosmetic products, with a special focus on Wardah Beauty products. The implications of these findings indicate that cosmetics companies can utilize EWOM more effectively in increasing purchasing interest, especially through social media platforms. Abstrak. Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word of Mouth (EWOM) terhadap minat beli produk Wardah Beauty. Penelitian ini dilakukan dengan menggunakan metode kuantitatif dan pendekatan deskriptif dalam paradigma positivistik. Partisipan penelitian adalah yang berkomentar pada tiga unggahan terakhir di Instagram Amanda Rawles (@amandarawles) pada tahun 2023 yang diperoleh melalui penggunaan kuisioner sebagai teknik pengumpulan data. Analisis data menggunakan teknik analisis deskriptif serta Structural Equation Modeling-Partial Least Squares (SEM-PLS). Metodologi yang digunakan yaitu pendekatan penelitian kuantitatif, dengan jumlah sampel 89 orang. Penelitian ini mengkaji pengaruh Electronic Word of Mouth (EWOM) terhadap minat beli konsumen. Hasil penelitian ini menunjukkan bahwa peran brand ambassador dapat memperkuat pengaruh EWOM dalam meningkatkan minat beli produk kosmetik, dengan fokus khusus pada produk Wardah Beauty. Implikasi dari temuan ini menunjukkan bahwa perusahaan kosmetik dapat memanfaatkan EWOM secara lebih efektif dalam meningkatkan minat beli, khususnya melalui platform media sosial.