Pengaruh Sosial Media Marketing dan Inovasi Produk Terhadap EWOM serta Keputusan Pembelian

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh media sosial marketing dan inovasi produk terhadap electronic word of mouth (EWOM) serta keputusan pembelian konsumen di Coffee Baracks Kabupaten Bogor. Latar belakang penelitian didasarkan pada pesatnya perkembangan teknologi digital, terutama media sosial, yang telah mengubah lanskap pemasaran industri kopi. Coffee Baracks menjadi objek penelitian karena keberhasilannya memanfaatkan platform Instagram untuk membangun citra merek dan menarik pelanggan. Penelitian dilakukan pada tahun juni 2023- juli 2025 dengan pendekatan kuantitatif melalui penyebaran kuesioner kepada 200 responden, terdiri dari pengunjung langsung dan pengikut Instagram Coffee Baracks. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa media sosial marketing berpengaruh positif terhadap keputusan pembelian, menegaskan bahwa aktivitas pemasaran di platform digital dapat meningkatkan minat beli konsumen. Sebaliknya, inovasi produk secara langsung berdampak negatif, mengindikasikan bahwa inovasi yang tidak sesuai dengan preferensi pasar dapat mengurangi keinginan konsumen untuk membeli. Namun, ketika inovasi produk dimediasi oleh EWOM, dampaknya berubah menjadi positif dan sangat kuat, menunjukkan bahwa ulasan dan rekomendasi positif dari konsumen mampu memperbaiki persepsi negatif terhadap inovasi. Selain itu, EWOM juga memperkuat hubungan antara media sosial marketing dan keputusan pembelian, serta memiliki pengaruh langsung yang positif terhadap keputusan pembelian. Strategi pemasaran media sosial dan pengelolaan EWOM sangat efektif dalam meningkatkan keputusan pembelian, sementara inovasi produk perlu disesuaikan dengan kebutuhan pasar dan didukung oleh ulasan positif untuk mencapai dampak optimal. Penelitian ini merekomendasikan Coffee Baracks untuk memperkuat konten kreatif di media sosial, melakukan riset pasar yang mendalam untuk inovasi produk, dan mendorong ulasan positif melalui EWOM.

This study aimed to analyze the influence of social media marketing and product innovation on electronic word of mouth (EWOM) and consumer purchasing decisions at Coffee Baracks, Bogor Regency. The research background was based on the rapid development of digital technology, particularly social media, which has transformed the marketing landscape of the coffee industry. Coffee Baracks was chosen as the research subject due to its success in leveraging Instagram to build brand image and attract customers. The study was conducted in juni 2023- maret using a quantitative approach by distributing questionnaires to 200 respondents, consisting of direct visitors and Instagram followers of Coffee Baracks. Data were analyzed using Structural Equation Modeling (SEM) with the SmartPLS application. The results showed that social media marketing had a positive effect on purchasing decisions, confirming that digital marketing activities can increase consumer buying interest. In contrast, product innovation had a direct negative impact, indicating that innovations misaligned with market preferences could reduce consumer purchase intent. However, when product innovation was mediated by EWOM, its effect became positive and very strong, demonstrating that positive reviews and recommendations from consumers could counteract the negative perception of innovation. Additionally, EWOM strengthened the relationship between social media marketing and purchasing decisions and had a direct positive influence on purchasing decisions. In conclusion, social media marketing strategies and EWOM management were highly effective in increasing purchasing decisions, while product innovation needed to align with market needs and be supported by positive reviews to achieve optimal impact. This study recommended that Coffee Baracks enhance creative content on social media, conduct in-depth market research for product innovation, and encourage positive reviews through EWOM.