ABSTRAK
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh perceived eWOM yang meliputi kredibilitas, kualitas, dan kuantitas eWOM terhadap minat beli baik secara parsial maupun simultan. Data penelitian berupa data primer yang dilakukan dengan cara penyebaran kuesioner kepada followers di akun instagram @Wuffels_kennel. Sampel penelitian yang diperoleh dengan teknik sampling purposif adalah sebanyak 100 responden. Data penelitian dianalisis menggunakan teknik analisis regresi berganda dengan bantuan program SPSS. Hasil uji secara parsial menunjukkan bahwa kredibilitas eWOM berpengaruh terhadap minat beli, kualitas eWOM berpengaruh terhadap minat beli, sedangkan kuantitas eWOM tidak berpengaruh terhadap minat beli. Secara simultan, perceived eWOM yang meliputi kredibilitas, kualitas, dan kuantitas eWOM berpengaruh signifikan terhadap minat beli konsumen di akun instagram @Wuffels_kennel.
Kata-kata kunci: perceived eWOM, minat beli.
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Universitas Kristen Maranatha
ABSTRACT
This study aims to examine and analyze the influence of perceived eWOM that include credibility, quality, and quantity of eWOM on purchase intention both partially or simultaneously. The research data used primary data was done by distributing questionnaires to followers on instagram account @Wuffels_kennel. Research sample obtained by purposive sampling technique was 100 respondents. Data were analyzed using multiple regression analysis techniques on SPSS. Partial test results indicate that eWOM credibility has effect on purchase intention, eWOM quality has effect on purchase intention, while eWOM quantity has no effect on purchase intention. Simultaneously, perceived eWOM covering credibility, quality, and quantity of eWOM has significant influence on consumer purchase intention in @Wuffels_kennel instagram account.
Keywords: perceived eWOM, purchase intention.
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Universitas Kristen Maranatha
DAFTAR ISI Halaman HALAMAN JUDUL ..................................................................................... i HALAMAN PENGESAHAN ........................................................................ ii PERNYATAAN KEASLIAN TUGAS AKHIR ......................................... iii KATA PENGANTAR ................................................................................... iv ABSTRAK ..................................................................................................... vi ABSTRACT .................................................................................................... vii DAFTAR ISI .................................................................................................. viii DAFTAR GAMBAR ..................................................................................... x DAFTAR TABEL ......................................................................................... xi DAFTAR GRAFIK ........................................................................................ xiii DAFTAR LAMPIRAN .................................................................................. xiv BAB I PENDAHULUAN .............................................................................. 1.1 Latar Belakang Penelitian ............................................................. 1.2 Batasan Masalah ............................................................................ 1.3 Rumusan Masalah ......................................................................... 1.4 Tujuan Penelitian........................................................................... 1.5 Manfaat Penelitian.........................................................................
1 1 5 5 5 6
BAB II LANDASAN TEORI ...................................................................... 2.1 Kajian Pustaka............................................................................... 2.1.1 Electronic Word Of Mouth ................................................... 2.1.2 Minat Beli ............................................................................. 2.2 Kerangka Teoritis .......................................................................... 2.3 Kerangka Pemikiran ...................................................................... 2.4 Hipotesis ........................................................................................ 2.5 Penelitian Terdahulu .....................................................................
7 7 7 11 14 14 17 21
BAB III METODE PENELITIAN .............................................................. 3.1 Metode Penelitian.......................................................................... 3.2 Operasional Variabel ..................................................................... 3.3 Populasi dan Sampel ..................................................................... 3.4 Teknik Pengumpulan Data ............................................................ 3.5 Rancangan Analisis dan Uji Hipotesis .......................................... 3.5.1 Uji Validitas dan Reliabilitas .............................................. 3.5.2 Teknik Pengolahan dan Analisis Data ................................ 3.5.2.1 Rancangan Deskriptif Data ...................................... 3.5.2.2 Rancangan Verifikatif Data .....................................
25 25 25 27 28 29 29 31 31 33
BAB IV HASIL PENELITIAN DAN PEMBAHASAN............................. 4.1 Hasil Penelitian ............................................................................. 4.1.1 Hasil Uji Validitas ............................................................... 4.1.2 Hasil Uji Reliabilitas ........................................................... 4.1.3 Profil Responden ................................................................. 4.1.3.1 Jenis Kelamin..........................................................
39 39 39 41 42 43
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4.1.3.2 4.1.3.3 4.1.3.4 4.1.3.5 4.1.3.6
Usia ......................................................................... Rata-rata Pengeluaran Per Bulan ............................ Pekerjaan ................................................................. Pendidikan Terakhir................................................ Pernah Mengunjungi Akun Instagram @wuffels_kennel ................................................... 4.1.3.7 Menyukai Hewan Peliharaan Dogi (anjing) ........... 4.1.3.8 Pernah Membeli Hewan Peliharan Di Akun Instagram @wuffels_kennel .................................. 4.1.4 Hasil Tanggapan Responden ............................................... 4.1.4.1 Tanggapan Responden Tentang Kredibilitas eWOM ................................................................... 4.1.4.2 Tanggapan Responden Tentang Kualitas eWOM ................................................................... 4.1.4.3 Tanggapan Responden Tentang Kuantitas eWOM ................................................................... 4.1.4.4 Tanggapan Responden Tentang Minat Beli (Y) .... 4.1.5 Uji Asumsi Klasik ............................................................... 4.1.5.1 Uji Normalitas ........................................................ 4.1.5.2 Uji Multikolinearitas ............................................... 4.1.5.3 Uji Heteroskedastisitas ........................................... 4.1.6 Metode Analisis Data .......................................................... 4.1.6.1 Uji Anova (Uji F).................................................... 4.1.6.2 Uji Hipotesis Secara Parsial (Uji t) ......................... 4.1.6.3 Koefisien Korelasi .................................................. 4.1.6.4 Koefisien Determinasi ............................................ 4.2 Pembahasan ...................................................................................
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BAB V PENUTUP ......................................................................................... 5.1 Kesimpulan .................................................................................. 5.2 Saran .............................................................................................
75 75 76
DAFTAR PUSTAKA .................................................................................... LAMPIRAN ................................................................................................... DAFTAR RIWAYAT HIDUP PENULIS (CURRICULUM VITAE) .......
77 80 106
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DAFTAR GAMBAR
Gambar 2.1 Gambar 2.2 Gambar 2.3
Halaman Kerangka Teoritis ................................................................ 14 Kerangka Pemikiran ............................................................ 16 Paradigma Penelitian ........................................................... 17
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DAFTAR TABEL
Tabel 2.1 Tabel 3.1 Tabel 3.2 Tabel 4.1 Tabel 4.2 Tabel 4.3 Tabel 4.4 Tabel 4.5 Tabel 4.6 Tabel 4.7 Tabel 4.8 Tabel 4.9 Tabel 4.10 Tabel 4.11 Tabel 4.12 Tabel 4.13 Tabel 4.14 Tabel 4.15 Tabel 4.16 Tabel 4.17 Tabel 4.18 Tabel 4.19 Tabel 4.20 Tabel 4.21 Tabel 4.22 Tabel 4.23 Tabel 4.24 Tabel 4.25
Halaman Hasil Ringkasan Penelitian Terdahulu................................. 21 Operasionalisasi Variabel Penelitian ................................... 26 Kriteria Persentase Skor Tanggapan Reponden terhadap Skor Ideal ............................................................................. 33 Hasil Uji Validitas Variabel Kredibilitas eWOM ................ 39 Hasil Uji Validitas Variabel Kualitas eWOM ..................... 40 Hasil Uji Validitas Variabel Kuantitas eWOM ................... 40 Hasil Uji Validitas Variabel Minat Beli .............................. 41 Hasil Uji Reliabilitas Kuesioner Penelitian ......................... 42 Profil Responden Berdasarkan Jenis Kelamin ..................... 43 Profil Responden Berdasarkan Usia .................................... 43 Profil Responden Berdasarkan Rata-rata Pengeluaran Per Bulan .................................................................................... 44 Profil Responden Berdasarkan Pekerjaan ............................ 45 Profil Responden Berdasarkan Pendidikan Terakhir ........... 45 Profil Responden Berdasarkan Pernah Mengunjungi Akun Instagram @wuffels_kennel ...................................... 46 Profil Responden Berdasarkan Menyukai Hewan Peliharaan Dogi (anjing) ...................................................... 47 Profil Responden Berdasarkan Pernah Membeli Hewan Peliharan Di Akun Instagram @wuffels_kennel ..... 47 Tanggapan Responden Tentang Kredibilitas eWOM Pernyataan 1 ......................................................................... 48 Tanggapan Responden Tentang Kredibilitas eWOM Pernyataan 2 ......................................................................... 49 Tanggapan Responden Tentang Kredibilitas eWOM Pernyataan 3 ......................................................................... 49 Tanggapan Responden Tentang Kredibilitas eWOM Pernyataan 4 ......................................................................... 50 Tanggapan Responden Tentang Kredibilitas eWOM Pernyataan 5 ......................................................................... 50 Persentase Skor Tanggapan Responden Tentang Kredibilitas eWOM ............................................................. 51 Tanggapan Responden Tentang Kualitas eWOM Pernyataan 1 ......................................................................... 52 Tanggapan Responden Tentang Kualitas eWOM Pernyataan 2 ............................................................ 53 Tanggapan Responden Tentang Kualitas eWOM Pernyataan 3 ......................................................................... 53 Tanggapan Responden Tentang Kualitas eWOM Pernyataan 4 ......................................................................... 54 Tanggapan Responden Tentang Kualitas eWOM Pernyataan 5 ......................................................................... 55 Persentase Skor Tanggapan Responden Tentang xi
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Tabel 4.26 Tabel 4.27 Tabel 4.28 Tabel 4.29 Tabel 4.30 Tabel 4.31 Tabel 4.32 Tabel 4.33 Tabel 4.34 Tabel 4.35 Tabel 4.36 Tabel 4.37 Tabel 4.38 Tabel 4.39 Tabel 4.40
Kualitas eWOM ................................................................... Tanggapan Responden Tentang Kuantitas eWOM Pernyataan 1 ......................................................................... Tanggapan Responden Tentang Kuantitas eWOM Pernyataan 2 ......................................................................... Tanggapan Responden Tentang Kuantitas eWOM Pernyataan 3 ......................................................................... Persentase Skor Tanggapan Responden Tentang Kuantitas eWOM ................................................................. Tanggapan Responden Tentang Minat Beli Pernyataan 1 ... Tanggapan Responden Tentang Minat Beli Pernyataan 2 ... Tanggapan Responden Tentang Minat Beli Pernyataan 3 ... Tanggapan Responden Tentang Minat Beli Pernyataan 4 ... Persentase Skor Tanggapan Responden Tentang Minat Beli ....................................................................................... Hasil Uji Multikolinearitas .................................................. Hasil Uji Heteroskedastisitas ............................................... ANOVA ............................................................................... Regresi Linear Berganda ..................................................... Koefisien Korelasi ............................................................... Model Summaryb ..................................................................
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DAFTAR GRAFIK
Grafik 1.1 Grafik 2.1 Grafik 4.1 Grafik 4.2
Halaman Perkembangan Penjualan Anjing di Wuffels_Kennel Tahun 2015 .......................................................................... 4 Kurva Penerimaan dan Penolakan H0 .................................. 17 Normal P-P Plot ................................................................ 65 Scatterplot Data ................................................................... 67
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DAFTAR LAMPIRAN
Lampiran A Lampiran B Lampiran C Lampiran D Lampiran E
Halaman Kuesioner Penelitian ........................................................... 80 Skoring ................................................................................ 83 Hasil Profil Responden ........................................................ 92 Hasil Tanggapan Responden ............................................... 94 Hasil Olah Data SPSS 20 ..................................................... 98
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