Pengaruh Electronic Word of Mouth (E-Wom) oleh Beauty Vlogger terhadap Purchase Intention

Abstract

Abst ract. The advancing technology and the growing popularity of social media today, word of mouth activities, are not only occurred directly or through face to face, but via the internet called electronic word of mouth. The Positive or negative statements about the products or companies are made by potential, actual and former customers through the internet. E-WOM conducted by beauty vloggers, through their Wardah Lipstick product review, would create a Purchase Intention towards the product in the viewer’s minds. Considering in today's digital era, internet networks and social media have an important role in building Purchase Intention of a product.This research purpose is to obtain data and information that gives an overview about how Electronic Word Of Mouth (E-WOM) is used by Beauty Vloggers and its effect on Purchase Intention. The quantitative method is used in this research, the population in this research amounted to 534,830 people and the Slovin Method formula, as sampling techniques, is used to determine the number of respondents. The sampling technique in this study is non probability sampling technique with incidental sampling type. Questionnaires were distributed to 100 respondents who saw or watched Fathi NRM’s Vlog entitled 15 new colors of Wardah Lipstick (review, swatch and giveaway) , linear regression analyses are used as data analysis techniques.Based on the calculation results obtained that: (1) There was Quality Argument effect on Purchase Intention with a value of t count (2,252) > t table (1,986), (2) There was Source Credibility influence on Purchase Intention with the value of t count (2.107) > t table (1.986), (3) There was no Source Attractiveness influence on Purchase Intention with the value of t count (0.487) t table (1.986), (5) There was no Source Attractiveness influence on Purchase Intention with the value of t count (0.073) t tabel (1,986) (2) Source Credibility Terdapat pengaruh terhadap Purchase Intention dengan nilai t hitung (2,107) > t tabel (1,986) (3)Source Attractiveness Tidak terdapat pengaruh terhadap Purchase Intention dengannilai t hitung (0,487) t tabel (1,986)(5) Source Attractiveness Tidak terdapat pengaruh terhadap Purchase Intentio dengan nilai t hitung (0,073) < t tabel (1,986) Kata kunci : E-WOM, Purchase Intention