Pengaruh Instagram dan EWOM Terhadap Minat dan Keputusan Pembelian Konsumen Produk Skincare

  • Maria Anita Carolina Kioek Universitas Katolik Widya Mandala Surabaya
  • Lena Ellitan Universitas Katolik Widya Mandala Surabaya
  • Yuliasti Ika Handayani Universitas Katolik Widya Mandala Surabaya
DOI: https://doi.org/10.37477/bip.v14i1.242
Keywords: instagram social media, electronic word of mouth, purchase intention, consumer purchase decisio

Abstract

This study further finds out about the influence of instagram social media and electronic word of mouth (EWOM) as promotional media on buying interest and consumer purchase decisions on Somethinc skincare products. The sampling technique used is non-probability sampling by purposive sampling. As for the background of this research is the role of the use of social media Instagram and how influential electronic word of mouth (EWOM) on buying interest and consumer purchasing decisions. The research was conducted for skincare products with the SomeThinc brand. The sampling technique used is nonprobability sampling by purposive sampling. The sample used in this study were 105 respondents. The respondents in this study were required to be at least 17 years old, have an instagram social media account and have purchased SomeThinc skincare products. The data analysis technique used is SEM-PLS analysis using the SmartPLS 3.0 program. The results of this study indicate that instagram social media has a significant effect on buying interest, instagram social media has a significant effect on consumer purchasing decisions, electronic word of mouth (EWOM) has a significant effect on buying interest, electronic
word of mouth (EWOM) has an effect on consumer purchasing decisions, buying interest has a significant effect on consumer purchasing decisions, social media instagram has a significant effect on consumer purchasing decisions mediated by buying interest,  electronic word of mouth (EWOM) has a significant effect on consumer purchasing decisions mediated by buying interest.

Author Biographies

Maria Anita Carolina Kioek, Universitas Katolik Widya Mandala Surabaya

Program Studi Manajemen Fakultas Bisnis, Jalan Dinoyo 42-44 Surabaya

Lena Ellitan, Universitas Katolik Widya Mandala Surabaya

Program Studi Manajemen Fakultas Bisnis, Jalan Dinoyo 42-44 Surabaya

Yuliasti Ika Handayani, Universitas Katolik Widya Mandala Surabaya

Program Studi Manajemen Fakultas Bisnis, Jalan Dinoyo 42-44 Surabaya

Published
2022-01-12
How to Cite
Kioek, M. A. C., Ellitan, L., & Handayani, Y. I. (2022). Pengaruh Instagram dan EWOM Terhadap Minat dan Keputusan Pembelian Konsumen Produk Skincare. BIP’s JURNAL BISNIS PERSPEKTIF, 14(1), Hal. 11 - 28. https://doi.org/10.37477/bip.v14i1.242
Issue
Vol. 14 No. 1 (2022): Januari
Section
Articles

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