Pengaruh Social Media Marketing dan Electronic Word Of Mouth Terhadap Minat Pembelian Produk Energi Terbarukan

Authors

  • Dewangga Alif Harvianam Universitas Pertamina

DOI:

https://doi.org/10.59188/jurnalsosains.v2i5.392

Keywords:

Social Media Marketing, Electronic Word of Mouth, Minat Pembelian

Abstract

Latar Belakang: Penelitian ini membahas tentang pengaruh dua bentuk strategi komunikasi pemasaran yang terjadi di akun instagram PT SUN Energy Indonesia. Dua bentuk strategi komunikasi pemasaran tersebut adalah social media marketing dan electronic word of mouth. Tujuan: Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh social media marketing dan electronic word of mouth terhadap minat pembelian produk panel surya PT SUN Energy Indonesia. Metode: Metode penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada pengikut Instagram @sunenergyid. Pemilihan sampel menggunakan teknik purposive sampling dan menggunakan rumus yamane untuk menghitung jumlah sampel sehingga didapatkan 97 responden. Hasil: Hasil uji hipotesis dalam penelitian menunjukkan bahwa H0 ditolak. Hasil uji regresi linear berganda dengan tingkat signifikansi 10% menunjukkan social media marketing memiliki pengaruh terhadap minat pembelian produk panel surya PT SUN Energy Indonesia dengan nilai t hitung 2,882 dan nilai signifikansi 0,005. Kesimpulan: Variabel social media marketing (X1) berpengaruh positif dan signifikan terhadap variabel minat pembelian produk PT SUN Energy Indonesia.

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Published

2022-05-12

How to Cite

Alif Harvianam, D. (2022). Pengaruh Social Media Marketing dan Electronic Word Of Mouth Terhadap Minat Pembelian Produk Energi Terbarukan. Jurnal Sosial Dan Sains, 2(5), 578–585. https://doi.org/10.59188/jurnalsosains.v2i5.392

Issue

Vol. 2 No. 5 (2022): Jurnal Sosial dan Sains

Section

Articles

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Copyright (c) 2022 Dewangga Alif Harvianam

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