PENGARUH ELECTRONIC WORD OF MOUTH (EWOM), KONTEN REVIEW DAN KREDIBILITAS INFORMASI TERHADAP NIAT PEMBELIAN PRODUK FOOD AND BEVERAGES PADA GEN Z DI KOTA KENDARI

Authors

Sutra Kendarisyah Purba Universitas Muhammadiyah Kendari
Muhammad Sofian Maksar Universitas Muhammadiyah Kendari
Yuan Swastika Universitas Muhammadiyah Kendari

DOI:

Keywords:

Electronic Word Of Mouth (Ewom), Konten Review, Kredibilitas Informasi, Niat Pembelian, Generasi Z.

Abstract

Instagram menjadi platform sosial media yang paling dominan digunakan oleh Generasi Z untuk mencari informasi seputar produk food and beverages melalui konten review. Namun, maraknya konten review yang muncul menimbulkan permasalahan baru, yakni menurunnya kualitas informasi akibat kurangnya pemahaman dari para konten kreator serta kecenderungan untuk melebih-lebihkan ulasan produk. Sehingga, penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (e-WOM), konten review, dan kredibilitas informasi terhadap niat pembelian Generasi Z terhadap produk food and beverages di Kota Kendari, melalui pendekatan kuantitatif, analisis data menggunakan Structural Equation Modeling Partial Least Square (SEM-PLS). Pengumpulan data melalui penyebaran kuesioner online dengan bantuan Google Form kepada 180 responden dengan subjek penelitian yaitu generasi z. Hasil penelitian mengemukakan bahwa electronic word of mouth (ewom), konten review dan kredibilitas informasi berpengaruh secara nyata terhadap niat pembelian konsumen pada produk food and beverages.

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