Please use this identifier to cite or link to this item: http://repository.uma.ac.id/handle/123456789/18458
Title: Pengaruh Penggunaan Sosial Media Instagram Dan Electronic Word Of Mouth Terhadap Minat Beli Produk Erigo Pada Mahasiswa Fakultas Hukum Universitas Sumatera Utara
Other Titles: The Effect of Using Social Media Instagram and Electronic Word of Mouth on Interest in Buying Erigo Products in Law Faculty Students, University of North Sumatra
Authors: Sembiring, Ester
Keywords: sosial media instagram
electronic word of mouth
minat beli
instagram social media
buying interest
Issue Date: 21-Sep-2022
Publisher: Universitas Medan Area
Series/Report no.: NPM;188320085
Abstract: Penelitian ini bertujuan untuk mengetahui “Pengaruh Penggunaan Sosial Media Instagram Dan Electronic Word Of Mouth Terhadap Minat Beli Produk ERIGO Pada Fakultas Hukum Universitas Sumatera Utara” menggunakan jenis penelitian assosiatif dengan populasi merupakan Mahasiswa Fakultas Hukum Universitas Sumatera Utara yang berjumlahkan sebanyak 85 orang responden sebagai sampelnya. Data penelitian pada penelitian ini didapatkan melalui penyebaran kuisioner dengan bantuan Google Form. Berdasarkan hasil uji t didapati bahwa didapati nilai negatif dari nilai thitungsebesar -0,265, sehingga diketahui bahwa nilai thitung<ttabeldan nilai p-value pada kolom Sig. yaitu 0,791 > 0,05 yang berarti tidak berpengaruh, sehingga dapat diartikan bahwa Sosial Media Instagram tidak berpengaruh terhadap minat beli Produk ERIGO pada Fakultas Hukum Universitas Sumatera Utara. Pada pengujian X2 (Electronic Word Of Mouth) didapati nilai thitungsebesar 7,242, sehingga diketahui bahwa nilai thitung>ttabeldan nilai p-value pada kolom Sig. yaitu 0,000 < 0,05 yang berarti berpengaruh positif dan signifikan. sehingga dapat diartikan bahwa Electronic Word Of Mouth berpengaruh positif dan signifikan terhadap minat beli Produk ERIGO pada Fakultas Hukum Universitas Sumatera Utara. Berdasarkan hasil pengujian didapati bahwa nilai Fhitung(55,221) >Ftabel(2,72) dengan nilai Sig. 0,000 < 0,05, maka sesuai dengan teori yang ada hal tersebut menunjukkan bahwa bahwa Sosial Media Instagram dan Electronic Word Of Mouth bersama-sama (simultan) berpengaruh secara positif dan signifikan terhadap Minat Beli Produk ERIGO pada Fakultas Hukum Universitas Sumatera Utara. Dan perhitungan pada uji koefisien determinasi (R2) nilai Adjusted R Square yang didapatisebesar 0,564 (56,4%). Angka tersebut menunjukkan bahwa sebesar 56,4% Minat Beli (Variabel dependen) yang dapat dijelaskan oleh variabel Sosial Media Instagram dan Electronic Word Of Mouth(Variabel independen). Dan sisanya sebesar 43,6% dipengaruhi oleh faktor-faktor lainnya yang tidak dapat dijelaskan dalam penelitian ini. This study aims to determine "The Effect of Social Media Use Instagram and Electronic Word Of Mouth on Interest in Buying ERIGO Products at the Faculty of Law, University Sumatera Utara" using an associative research type with the population being students of the Faculty of Law, University Sumatera Utara totaling 85 respondents as samples. The research data in this study was obtained through the distribution of questionnaires with the help of Google Form. Based on the results of the t test, it was found that the negative value of the tcount was - 0.265, so it was known that the tcount < ttable and the p-value in the Sig column. namely 0.791 > 0.05 which means no effect, so it can be interpreted that Instagram Social Media has no effect on buying interest in ERIGO Products at the Faculty of Law, University of Utara Sumatera. In the X2 (Electronic Word Of Mouth) test, it was found that the tcount value was 7.242, so it was known that the tcount > ttable and the p-value in the Sig column. ie 0.000 <0.05, which means that it has a positive and significant effect, so that it can be interpreted that Electronic Word Of Mouth has a positive and significant effect on buying interest in ERIGO Products at the Faculty of Law, University of Sumatera Utara. Based on the test results, it was found that the value of Fcount (55.221) > Ftable (2.72) with a value of Sig. 0.000 < 0.05, then according to the existing theory, it shows that Instagram Social Media and Electronic Word Of Mouth together (simultaneously) have a positive and significant effect on Buying Interest in ERIGO Products at the Faculty of Law, University of Sumatera Utara. And the calculation of the coefficient of determination test (R2) Adjusted R Square value was found to be 0.564 (56.4%). This figure shows that 56.4% Buying Interest (dependent variable) which can be explained by Instagram Social Media and Electronic Word Of Mouth variables (independent variable). And the remaining 43.6% is influenced by other factors that cannot be explained in this study.
Description: 75 Halaman
URI: http://repository.uma.ac.id/handle/123456789/18458
Appears in Collections:SP - Management

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