FITRIAH, Siti Suciani (2020) Kajian Faktor-Faktor Pembentuk Electronic Word of Mouth (EWOM) dan Pengaruhnya terhadap Pembelian Produk Buah di Kojama Shop. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

Electonic Word Of Mouth (eWOM) merupakan pernyataan positif maupun negatif yang terbentuk dari adanya opini konsumen, calon konsumen maupun mantan konsumen dari sebuah produk yang dapat diakses oleh khalayak luas di dunia maya. EWOM merupakan salah satu hal yang dapat mempengaruhi pembelian dari konsumen dan banyak dimanfaatkan oleh pelaku usaha dalam kegiatan pemasaran. Salah satu usaha dibidang pertanian yang telah memanfaatkan EWOM dalam memasarkan buah-buahan berkualitas kepada konsumen melalui platform online adalah Kojama Shop. Kojama Shop memasarkan produk buah-buahan secara online melalui marketplace seperti Tokopedia, Bukalapak, Blibli, Go-Send, Jd.id dan Shopee. Buah yang menjadi produk unggulan Kojama Shop adalah alpukat mentega. Adanya beberapa permasalahan yang ditemukan dan perlu dikaji lebih mendalam, antara lain meningkatnya perkembangan teknologi dan perkembangan zaman mengakibatkan adanya persaingan produk buah alpukat mentega dan produk buah di Kojama Shop tidak berarti apabila tidak menjadi sebuah topik perbincangan dikalangan konsumen, hal tersebut dapat mempengaruhi penjualan produk. Untuk memenangkan persaingan Kojama Shop harus meningkatkan eWOM dengan mengetahui faktor-faktor pembentuk eWOM dan pengaruhnya terhadap pembelian konsumen. Penelitian ini bertujuan untuk: (1) Mengetahui faktor-faktor pembentuk eWOM terhadap pembelian produk buah di Kojama Shop dan (2) Mengetahui pengaruh faktor-faktor yang terbentuk dari eWOM terhadap pembelian produk buah di Kojama Shop. Penelitian ini dilaksanakan pada 6 Maret sampai 21 April 2020 di Kojama Shop yang berlokasi di Cakung, Jakarta Timur. Tempat pengambilan data dilakukan di akun instagram Kojama Shop. Pemilihan tempat penelitian dilakukan secara sengaja (purposive) dengan pertimbangan instagram Kojama Shop mempunyai jumlah pengikut yang paling banyak dibanding akun sejenis dengan jumlah followers 126.000 pada tahun 2020. Sasaran penelitian adalah pengikut akun instagram Kojama Shop yang sudah pernah membeli dan mengkonsumsi produk buah alpukat mentega minimal 2 kali, berusia minimal 18 tahun dan aktif menggunakan media sosial instagram. Pengambilan data menggunakan metode survei melalui pengisian kuesioner secara online menggunakan google form. Penentuan sampel menggunakan rumus Unknown Population sehingga diperoleh 96 responden, penelitian ini mengambil 150 responden sebagai sampel. Analisis data menggunakan deskriptif dan regresi linier berganda. Hasil penelitian ini menunjukan bahwa ada 5 buah faktor eWOM yaitu: Concern for Others, Expressing Positive Feelings, Economic Incentives, Helping the Company dan Platform Assistance. Kelima faktor tersebut memiliki pengaruh yang signifikan secara bersama-sama dan individu terhadap pembelian. Kata kunci: Buah, Electronic Word of Mouth, pembelian, regresi linier berganda. SUMMARY Electonic Word Of Mouth (eWOM) is a positive or negative statement that is formed from the opinion of consumers, potential consumers and former consumers of a product that can be accessed by a wide audience in cyberspace. EWOM is one of the things that can affect purchases from consumers and is widely utilized by businesses in marketing activities. One of the agricultural businesses that has utilized EWOM in marketing quality fruits to consumers through its online platform is Kojama Shop. Kojama Shop markets fruit products online through marketplaces such as Tokopedia, Bukalapak, Blibli, Go-Send, Jd.id and Shopee. Kojama Shop's superior product is avocado butter. The existence of several problems that are found and need to be studied in more depth, including the increasing technological development and the development of the times resulting in competition for avocado butter products and fruit products in the Kojama Shop does not mean that if it does not become a topic of conversation among consumers, it can affect product sales. To win the competition the Kojama Shop must improve eWOM by knowing the factors forming eWOM and its effect on consumer purchases. This study aims to: (1) Know the factors forming eWOM on the purchase of fruit products in the Kojama Shop and (2) Know the influence of the factors formed from eWOM on the purchase of fruit products in the Kojama Shop. This research was conducted from 6 March- 21 April 2020 at the Kojama Shop located in Cakung, East Jakarta. Where data is collected in the Kojama Shop Instagram account. The selection of research sites was done purposively with the consideration that Kojama Shop had most number of followers compared to similar accounts with 126,000 followers in 2020. The research target were followers of the Kojama Shop Instagram account who had bought and consumed butter avocado products at least 2 times, at least 18 years old and actively used Instagram social media. Retrieval of data using the survey method through filling out questionnaires online using google form. Determination of the sample using the Unknown Population formula to obtain 96 respondents, this study took 150 respondents as samples. Data analysis uses descriptive and multiple linear regression. The results of this study indicate that there are 5 eWOM factors, namely: Concern for Others, Expressing Positive Feelings, Economic Incentives, Helping the Company and Platform Assistance. These five factors have a significant influence together and individuals on purchases. Keywords: Fruit, Electronic Word of Mouth, purchasing, multiple linear regression.

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