Pengaruh Social Media Marketing dan Electronic Word of Mouth terhadap Minat Beli Produk Sariayu pada Pt. Martina Berto Medan

Abstract

Penelitian ini bertujuan untuk mengetahui apakah social media marketing dan electronic word of mouth mempunyai pengaruh terhadap minat beli produk sariayu pada PT.Martina Berto Medan. Populasi di Jl. Medan-Tj.Morawa KM 12 No.28, kel. Bangun Sari, Tanjung Morawa, Medan, Sumatera Utara yang berjumlah 135 orang, periode Januari-Februari 2022. Penelitian ini menggunakan sampel sebanyak 57 responden, dengan menggunakan purposive sampling sebagai teknik pengambilannya dengan beberapa kriteria responden yang telah ditentukan. Pengujian hipotesis dalam penelitian ini menggunakan analisis model statistik yang terdiri dari uji validitas, uji reliabilitas, uji asumsi klasik, regresi liniear berganda, uji F, uji t, dan koefisien determinasi (R2 ) dengan menggunakan software SPSS 23 (Statistic Product and Services Solution) for windows. Data penelitian bersumber dari data primer dan proses pengumpulan data dan menggunakan kuesioner. Hasil penelitian menunjukkan bahwa terdapat hubungan antara variabel independen yaitu social media marketing dan electronic word of mouth terhadap variabel dependen yaitu Minat Beli. Variabel social media marketing diperoleh nilai t adalah thitung > ttabel (3.320 > 2.005) dengan tingkat signifikasi 0,002 < 0,05 dan untuk variabel electronic word of mouth diperoleh nilai t thitung > ttabel (6.464 > 2.005) dengan tingkat signifikasi 0,000 < 0,05 sehingga dapat disimpulkan social media marketing dan electronic word of mouth berpengaruh positif signifikan terhadap Minat Beli produk sariayu pada PT.Martina Berto Medan. Dan uji F diperoleh nilai fhitung > ftabel (27.379 > 3.17), dengan hipotesis diterima sehingga dapat disimpulkan bahwa variabel social media marketing (X1) dan variabel electronic word of mouth (X2) secara simultan berpengaruh terhadap Minat Beli (Y). This study aims to determine whether social media marketing and electronic word of mouth have an influence on buying interest in Sariayu products at PT. Martina Berto Medan. Population on Jl. Medan-Tj. Morawa KM 12 No.28, kel. Bangun Sari, Tanjung Morawa, Medan, North Sumatra, totaling 135 people, for the period January-February 2022. This study used a sample of 57 respondents, using purposive sampling as a sampling technique with several predetermined respondent criteria. Hypothesis testing in this study uses statistical model analysis consisting of validity test, reliability test, classical assumption test, multiple linear regression, F test, t test, and coefficient of determination (R2) using SPSS 23 software (Statistical Product and Services Solution). for windows. Research data sourced from primary data and the process of collecting data and using a questionnaire. The results showed that there was a relationship between the independent variables, namely social media marketing and electronic word of mouth, on the dependent variable, namely Buying Interest. The social media marketing variable obtained t value is tcount > ttable (3,320 > 2,005) with a significance level of 0,002 < 0,05 and for the electronic word of mouth variable, the t value of tcount > ttable (6,464 > 2,005) with a significance level of 0,000 < 0,05 so it can be concluded that social media marketing and electronic word of mouth have a significant positive effect on interest in buying Sariayu products at PT. Martina Berto Medan. And the F test obtained fcount > ftable (27,379 > 3.17), with the hypothesis accepted so that it can be concluded that the social media marketing variable (X1) and the electronic word of mouth variable (X2) simultaneously have an effect on Buying Interest (Y).