Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Mahasiswa Ilmu Komunikasi Fisip Uma (Studi Kasus Konten Tagar Racun Tiktok)

Abstract

Electronic word of mouth (e-WOM) berupa review produk dapat ditemukan pada konten hashtag racun TikTok, yang mendorong peneliti untuk melakukan penelitian ini. E-WOM adalah metode komunikasi yang memungkinkan konsumen yang tidak mengenal satu sama lain dan belum pernah terlibat satu sama lain di masa lalu untuk berbagi informasi tentang produk atau layanan yang mereka gunakan. Dengan cara yang sama, memilih di antara dua atau lebih tindakan potensial sama dengan melakukan pembelian, demikian pula memilih apa yang akan dibeli. Penelitian ini bertujuan untuk menggunakan studi kasus materi yang ditemukan di bawah tagar racun di TikTok untuk menilai apakah e-WOM mempengaruhi pilihan pembelian mahasiswa Ilmu Komunikasi yang terdaftar di FISIP UMA antara tahun 2021 dan 2019. Distribusi kuesioner Google Form ke 86 Jurusan Ilmu Komunikasi FISIP UMA merupakan salah satu metode pengumpulan data yang digunakan dalam penelitian ini, yang mengikuti teknik penelitian deskriptif kuantitatif. Penelitian menemukan bahwa electronic word of mouth (e-WOM) berkontribusi pada hasil hanya 28,3%, sementara variabel lain menyumbang 71,7% sisanya. Karena t hitung 5,764 > t tabel 1,989, kita dapat menyimpulkan bahwa Ha diterima dan H0 ditolak. Electronic word of mouth (e-WOM) in the form of product reviews may be found on hashtag racun TikTok content, which prompted the researchers to conduct this study. E-WOM is a method of communication that allows consumers who are not acquainted with one another and have not engaged with one another in the past to share information about a product or service that they have utilized. In the same way, that choosing between two or more potential courses of action is equivalent to making a purchase, so is choosing what to buy. This research aimed to use a case study of the material discovered under the hashtag racun on TikTok to assess whether or not e-WOM influences the purchase choices of Communication Science students enrolled in FISIP UMA between 2021 and 2019. Distribution of Google Form questionnaires to 86 Communication Science majors at FISIP UMA was one of the data collection methods employed in this study, which followed the quantitative descriptive research technique. The research found that electronic word of mouth (e-WOM) contributed to outcomes just 28.3% of the time, while other variables accounted for the remaining 71.7% of the time. Since the t count was 5.764 > t table was 1.989, we may conclude that Ha is accepted and H0 is denied.