Dampak Word of Mouth dan Online Review terhadap Minat Beli Konsumen Masyarakat Kota Malang pada Produk Camille Beauty dengan Customer Satisfaction sebagai Variabel Intervening

Abstract

ABSTRACT In buying and selling, we know that in addition to the products that are assessed, there are other factors that are very important, especially in the current Digital Era. This is because all access is easily accessible. These factors are Word Of Mouth and Online Review. Where both have an influence on consumers when they want to know the product and buy it, including for Camille Beauty Products. In this study, a quantitative type is used with the location of consumers in the community of Malang City. From the results of the analysis above, the results were obtained that 1) The influence of word of mouth (X1) on consumer buying interest (Y). According to the calculations, the inner model states that word of mouth has no influence on consumer buying interest. This statement can be seen in the test results using a path coefficient of 0.105, and a T-statistic of 1.609, the result is smaller than the T-table, which is 1.96, with a P-value of 0.111, this value is greater than 0.05. This states that word of mouth does not have a significant effect on consumer buying interest in Camille Beauty in the city of Malang. 2) The effect of online reviews (X2) on consumer buying interest (Y). Based on the results of the online review variable test on consumer buying interest in Camille Beauty in Malang City, a parameter coefficient value of 0.100 was obtained, while a P-Value of 0.359 was obtained less than 0.05 and a t-statistical value of 0.921 or less than 1.96. So it can be stated that online reviews do not have a significant effect on consumer buying interest in Camille Beauty in the city of Malang. 3) The effect of word of mouth (X1) on consumer buying interest (Y) through customer satisfaction (Z) as an intervening variable. The results of the hypothesis test of the word of mouth variable on buying interest through customer satisfaction were stated by the results obtained, namely the result of the parameter coefficient of 0.405, while the P-value of 0.000 was less than 0.05 and the t-statistical value of 4.741 was greater than 1.96, so from the results it can be concluded that the word of mouth variable can affect buying interest through customer satisfaction. 4) The effect of online review (X2) on consumer buying interest (Y) through customer satisfaction (Z) as an intervening variable The results of the hypothesis test of the online review variable on buying interest through customer satisfaction were stated with the result of a parameter coefficient of 0.147 with a P-value of 0.004 smaller than 0.05 and a T-statistical value of 2.990 greater than 1.96. This shows that the variable of online reviews can affect buying interest through customer satisfaction. So that the indirect relationship (through mediation) in the online review variable between consumer buying interest and customer satisfaction has a mediation effect.   ABSTRAK Dalam jual beli kita mengetahui bahwa selain produk yang dinilai, ada faktor lainnya yang sangat penting terutama di Era Digital saat ini. Hal ini dikarenakan semua akses mudah dijangkau. Faktor tersebut adalah Word Of Mouth dan Online Review. Dimana kedua tersebut memiliki dampak bagi konsumen saat ingin mengetahui produk dan membeli tersebut termasuk bagi Produk Camille Beauty. Dalam penelitian ini mengunakan jenis Kuantitatif dengan lokasi konsumen di masyarakat Kota Malang. Dari hasil analisis diatas didapatkan hasil bahwa 1) Dampak word of mouth (X1) terhadap minat beli konsumen (Y). Menurut perhitungan inner model menyatakan bahwa word of mouth tidak memiliki dampak pada minat beli konsumen. Pernyataan ini dapat dilihat pada hasil pengujian menggunakan path coefficient sebesar 0,105, dan T-statistic sebesar 1,609 hasil tersebut lebih kecil dari pada T-tabel yakni 1,96, dengan nilai P-value sebesar 0,111 nilai ini lebih besar dari 0,05. Hal ini menyatakan jika word of mouth tidak berdampak signifikan terhadap minat beli konsumen pada Camille Beauty di kota Malang. 2) Dampak online review (X2) terhadap minat beli konsumen (Y). Berdasarkan hasil uji variabel online review terhadap minat beli konsumen pada Camille Beauty di kota malang diperoleh nilai koefisien parameter 0,100 sedangkan nilai P-Value sebesar 0,359 lebih kecil dari 0,05 dan nilai t-statistik didapatkan 0,921 atau lebih kecil dari 1,96. Maka dapat dinyatakan bahwa online review tidak berdampak signifikan terhadap terhadap minat beli konsumen pada Camille Beauty di kota Malang. 3) Dampak word of mouth (X1) terhadap minat beli konsumen (Y) melalui customer satisfaction (Z) sebagai variabel intervening. Hasil uji hipotesis variabel word of mouth terhadap minat beli melalui customer satisfaction dinyatakan dengan hasil yang diperoleh yakni hasil koefisien parameter sebesar 0,405, sedangkan P-value sebesar 0,000 lebih kecil dari 0,05 dan nilai t-statistik sebesar 4,741 lebih besar dari 1,96 maka dari hasil itu dapat disimpulkan bahwa variabel word of mouth dapat memdampaki minat beli melalui customer satisfaction. 4) Dampak online review (X2) terhadap minat beli konsumen (Y) melalui custumer satisfaction (Z) sebagai variabel intervening Hasil uji hipotesis variabel online review terhadap minat beli melalui customer satisfaction dinyatakan dengan hasil koefisien parameter 0.147 dengan P-value sebesar 0.004 lebih kecil dari pada 0,05 dan nilai T-statistik sebesar 2,990 lebih besar dari 1,96. Hal tersebut menunjukkan bahwa variabel online review dapat memdampaki minat beli melalui customer satisfaction. Sehingga hubungan tidak langsung (melalui mediasi) pada variabel online review antara minat beli konsumen terhadap customer satisfaction terdapat efek mediasi.