Pengaruh Social Media Influencer, FoMO, dan eWOM terhadap Purchase Intention (Studi pada Akun Tiktok @Codebluuuu)

Muhammad Rafi Hartono; Widyastuti Widyastuti

doi:10.31004/riggs.v5i2.12491

Authors

Muhammad Rafi Hartono Universitas Negeri Surabaya
Widyastuti Widyastuti Universitas Negeri Surabaya

DOI:

https://doi.org/10.31004/riggs.v5i2.12491

Keywords:

Sosial media influencer, FoMo, eWOM, Puchase intention

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media influencer, FoMO, dan eWOM terhadap purchase intention pada akun tiktok @codebluuuu. Berdasarkan hasil penelitian Social media influencer berpengaruh positif dan signifikan terhadap purchase intention pada akun @codebluuuu. Hal ini menunjukkan bahwa semakin kuat peran codeblu sebagai sosial media influencer dalam menyampaikan informasi, memberikan ulasan, dan gaya komunikasi dengan penonton, maka semakin tinggi pula niat penonton untuk membeli produk kuliner yang direviu oleh @codebluuuu. Fear of missing out berpengaruh positif dan signifikan terhadap purchase intention pada akun @codebluuuu. Hal ini menunjukkan bahwa semakin tinggi tingkat FoMO yang dirasakan oleh responden terhadap konten reviu codeblu, maka semakin tinggi juga niat penonton untuk membeli produk kuliner yang direviu oleh @codebluuuu. Electronic word of mouth berpengaruh positif dan signifikan terhadap purchase intention pada akun @codebluuuu. Hal ini menunjukkan bahwa semakin jelas dan informatif komentar dari pengguna lain yang diperoleh responden melalui kolom komentar pada konten codeblu, maka semakin tinggi pula niat penonton untuk membeli produk kuliner yang direviu @codebluuuu. Sumber data dalam penelitian ini adalah data primer dengan menggunakan quesioner melalui google form. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 200 orang. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan metode regresi linear berganda dengan bantuan software SPSS.

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