PENGARUH INTENSITY, CONTENT, DAN VALENCE OF OPINION PADA E-WOM TERHADAP PURCHASE DECISION MEREK SUPLEMEN WHEY PROTEIN DI PULAU JAWA

Abstract

Pandemi Covid-19 meningkatkan kesadaran masyarakat terhadap pentingnya menjaga kesehatan, termasuk dengan mengonsumsi suplemen seperti whey protein. Seiring meningkatnya persaingan antar merek, strategi pemasaran melalui Electronic Word of Mouth (e-WOM) di media sosial menjadi faktor krusial yang memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh dimensi e-WOM yang meliputi intensity, content, dan valence of opinion terhadap keputusan pembelian produk whey protein di Indonesia, serta memberikan rekomendasi manajerial berdasarkan hasil penelitian. Penelitian ini dilaksanakan pada bulan November 2024 hingga Juli 2025. Data dikumpulkan dari 146 responden dan dianalisis menggunakan metode SEM-PLS. Hasil penelitian menunjukkan bahwa ketiga dimensi e-WOM berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan content sebagai variabel yang paling dominan. Temuan ini memberikan wawasan strategis bagi pelaku industri untuk mengoptimalkan kekuatan e-WOM guna meningkatkan kepercayaan dan keputusan pembelian konsumen.

The Covid-19 pandemic has increased public awareness of the importance of maintaining health, including through the consumption of health supplements such as whey protein. As competition among brands intensifies, marketing strategies through Electronic Word of Mouth (e-WOM) on social media have become a crucial factor influencing consumer purchasing decisions. This study aims to analyze the influence of e-WOM dimensions—including intensity, content, and valence of opinion—on the purchase decisions of whey protein products in Indonesia, as well as to provide managerial recommendations based on the findings. The research was conducted from November 2024 to July 2025. Data were collected from 146 respondents and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results indicate that all three e-WOM dimensions have a positive and significant effect on purchase decisions, with content emerging as the most dominant variable. These findings offer strategic insights for industry players to optimize the power of e-WOM in enhancing consumer trust and purchasing decisions.