Pengaruh E-WOM (Electronic Word of Mouth) dan Consumer Trust Terhadap Purchase Intention Produk Perawatan Kulit Scarlett Whitening Pada Masyarakat Desa Medan Krio

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh E-WOM (electronic word of mouth) dan consumer trust terhadap purchase intention produk perawatan kulit Scarlett Whitening pada masyarakat desa Medan Krio. Penelitian ini menggunakan pendekatan kuantitatif untuk dapat mengetahui hubungan antara dua variabel atau lebih. Populasi dalam penelitian ini adalah masyarakat desa Medan Krio, Kecamatan Sunggal yaitu sebanyak 17.785 orang jumlahnya. Pencarian sampel menggunakan rumus slovin dengan tingkat kesalahan 10%., sehingga diperoleh sampel sebanyak 99 responden. Metode penelitian dengan melakukan penyebaran kuesioner melalui sosial media. Teknik analisis data menggunakan SPSS versi 27 dengan uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linear berganda, uji t, uji F dan koefisien determinan (R2). Hasil penelitian menunjukkan E-WOM (Electronic Word Of Mouth) secara parsial berpengaruh positif dan signifikan terhadap purchase intention dengan nilai thitung 5,902 dan nilai signifikansi 0,000. Consumer trust secara parsial berpengaruh positif dan signifikan terhadap purchase intention dengan thitung 4,677 dan nilai signifikansi 0,000. Electronic word of mouth (E-WOM) dan consumer trust secara simultan berpengaruh positif dan signifikan dengan nilai Fhitung sebesar 29,209 dan nilai signifikansi sebesar 0,000. This study aims to determine the influence of E-WOM (electronic word of mouth) and consumer trust on the purchase intention of Scarlett Whitening skin care products in the community of Medan Krio village. This study uses a quantitative approach to be able to determine the relationship between two or more variables. The population in this study is the community of Medan Krio village, Sunggal District, which is 17,785 people. The sample search used the slovin formula with an error rate of 10%, so that a sample of 99 respondents was obtained. The research method is by distributing questionnaires through social media. The data analysis technique used SPSS version 27 with validity test, reliability test, classical assumption test, multiple linear regression test, t test, F test and determinant coefficient (R2). The results showed that E-WOM (Electronic Word Of Mouth) partially had a positive and significant effect on purchase intention with a tcal value of 5.902 and a significance value of 0.000. Consumer trust partially had a positive and significant effect on purchase intention with a calculation of 4.677 and a significance value of 0.000. Electronic word of mouth (E-WOM) and consumer trust simultaneously had a positive and significant effect with a Fcal value of 29.209 and a significance value of 0.000.