Hubungan Komunikasi Electronic Word of Mouth dengan Keputusan Pembelian Produk Sayuran Melalui Media Sosial Instagram Segari

Abstract

Pandemi yang sebelumnya melanda Indonesia, mengakibatkan keterbatasan mobilititas masyarakat yang mengubah aktivitas masyarakat menjadi serba daring. Salah satu aktivitas yang mengalami perubahan tersebut yaitu aktivitas jual beli. Pertimbangan konsumen dalam belanja online dapat dilakukan salah satunya melalui ulasan yang ditulis melalui media internet atau yang dikenal dengan Electronic word of mouth. Electronic word of mouth dapat mendorong keputusan pembelian konsumen produk sayuran melalui e-commerce. Penelitian ini bertujuan untuk menganalisis hubungan penyebaran informasi melalui komunikasi electronic word of mouth dengan keputusan pembelian produk sayuran melalui media sosial instagram segari. Metode yang digunakan adalah metode penelitian survei dengan pendekatan kuantitatif menggunakan kuesioner yang didukung dengan data kualitatif berupa wawancara mendalam. Teknik pemilihan responden dilakukan dengan purposive sampling diambil dari pengikut instagram @Segari.id dan sudah pernah membeli produk sayuran Segari sebanyak 140 orang. Hasil penelitian menunjukkan bahwa dimensi electronic word of mouth yaitu, intensitas penggunaan media sosial instagram Segari dan isi informasi memiliki hubungan dengan keputusan pembelian.

The pandemic that previously hit Indonesia resulted in limited community mobility which turned people's activities completely online. One of the activities that has experienced these changes is buying and selling activities. Consumer considerations in online shopping can be done one of them through reviews written through internet media or what is known as electronic word of mouth. Electronic word of mouth can encourage consumer purchasing decisions for vegetable products through e-commerce. This study aims to analyze the relationship between the dissemination of information through electronic word of mouth communication and the purchase decision of vegetable products through Instagram Segari social media. The method used is a survey research method with a quantitative approach using a questionnaire supported by qualitative data in the form of in-depth interviews. The respondent selection technique was carried out by purposive sampling taken from Instagram followers @Segari.id and 140 people who had bought Segari vegetable products. The results of the study show that the dimensions of electronic word of mouth, namely the intensity of social media instagram Segari use and information content, have a relationship with purchasing decisions.