Pengaruh Social Media Marketing dan E-WOM terhadap Niat Beli Layanan GrabBike di Kota Bandung

Andhien  Rachmy Febriyanti; Nina Maharani Maharani; Rezi Muhammad  Taufik Permana

doi:10.29313/bcsbm.v5i1.18042

Andhien Rachmy Febriyanti Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung
Nina Maharani Maharani Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung
Rezi Muhammad Taufik Permana Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Islam Bandung

DOI: https://doi.org/10.29313/bcsbm.v5i1.18042

Keywords: Social Media Marketing, Electronic Word of Mouth, Purchase Intention

Abstract

Abstract, The development of the online transportation industry such as ride-hailing services is driven by several factors, including increased smartphone usage and public demand for more convenient and affordable transportation options. One of the online transportation that is often used by people in Indonesia is Grab. This study aims to determine how the application of Social media marketing, Electronic word of mouth, and Purchase intention on GrabBike services, as well as how much influence Social media marketing, Electronic word of mouth on Purchase intention both partially and simultaneously. This research is a type of descriptive and verification research using quantitative research methods, the sampling technique used in this research is purposive sampling, the population in this study are consumers who have used GrabBike services with a sample of 100 respondents. The data analysis used in this study used multiple linear regression analysis with hypothesis testing using t-test and f-test analysis. The results of this study indicate that Social media marketing partially affects Purchase intention, Electronic word of mouth has a significant effect on Purchase intention, and Social media marketing and Electronic word of mouth simultaneously affect Purchase intention.

Abstrak, Perkembangan industri transportasi online seperti jasa pemesanan kendaraan (ride-hailing) didorong oleh beberapa faktor, diantaranya peningkatan penggunaan smartphone dan permintaan masyarakat akan pilihan transportasi yang lebih nyaman dan terjangkau. Salah satu transportasi online yang sering digunakan oleh masyarakat di Indonesia adalah Grab. Penelitian ini bertujuan untuk mengetahui bagaimana penerapan Social media marketing, Electronic word of mouth, dan Purchase intention pada layanan GrabBike, serta seberapa besar pengaruh Social media marketing, Electronic word of mouth pada Purchase intention baik secara parsial maupun simultan. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan menggunakan metode penelitian kuantitatif, teknik sampling yang digunakan dalam penelitian ini adalah purposive sampling, populasi dalam penelitian ini adalah konsumen yang pernah menggunakan layanan GrabBike dengan sampel sebanyak 100 responden. Analisis data yang digunakan dalam penelitian ini menggunakan analisis regresi linear berganda dengan pengujian hipotesis menggunakan analisis uji-t dan uji-f. Hasil penelitian ini menunjukkan bahwa Social media marketing secara parsial berpengaruh terhadap Purchase intention, Electronic word of mouth berpengaruh signifikan terhadap Purchase intention, serta Social media marketing dan Electronic word of mouth secara simultan berpengaruh terhadap Purchase intention.

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