PENGARUH ELECTRONIC WORD OF MOUTH DAN PANIC BUYING TERHADAP KEPUTUSAN PEMBELIAN DI YOGYAKARTA PADA MASA PANDEMI COVID-19

Wahyu Setiawan, Ety Istriani

Abstract


ABSTRAK

Penelitian ini bertujuan untuk mengetahui pengaruh dari electronic word of mouth dan panic buying terhadap keputusan pembelian di Yogyakarta. Teknik pengumpulan data dengan purposive sampling menggunakan google form. Analisis dilakukan menggunakan regresi linear berganda, koefisien regresi, uji t, dan uji f. Responden merupakan masyarakat di Yogyakarta yang melakukan keputusan pembelian pada masa pandemi covid-19. Hasil menunjukkan electronic word of mouth dan panic buying berpengaruh terhadap keputusan pembelian konsumen secara signifikan dan positif, baik secara parsial maupun simultan sehingga seluruh hipotesis terdukung.

Kata Kunci: Electronic Word of Mouth, Panic Buying, Keputusan Pembelian, Pandemi Covid-19

ABSTRACT

This study aims to determine the effect of electronic word of mouth and panic buying on purchasing decisions in Yogyakarta. The data collection technique was purposive sampling using google form. The analysis was performed using multiple linear regression, regression coefficient, t test, and f test. Respondents are people in Yogyakarta who make purchasing decisions during the COVID-19 pandemic. The results show that electronic word of mouth and panic buying have a significant and positive effect on consumer purchasing decisions, both partially and simultaneously so that all hypotheses are supported.

 

Keyword: Electronic Word of Mouth, Panic Buying, Purchase Decision, Covid-19 Pandemic


Keywords


Electronic Word of Mouth, Panic Buying, Keputusan Pembelian, Pandemi Covid-19, Purchase Decision, Covid-19 Pandemic

Full Text:

PDF

References


REFERENSI

Atur Tetty Lubis, C. K. (2018). The Impact Of Contextual Factors, Brand Loyalty And Brand Switching On Purchase Decision Of Mineral Water In Convenience Store. Journal Of Business Strategy And Execution, 1-24.

B. Shou, X. H. (2011). Consumer Panic Buying And Fixed Quota Policy. Management Science, 1-38.

Bernard J. Jansen And Mimi Zhang, K. S. (2009). Twitter Power: Tweets As Electronic Word Of Mouth. Journal Of The American Society For Information Science And Technology, 2169-2188.

Biying Shou, H. X. (2013). Consumer Panic Buying And Quota Policy Under Supply Disruptions. Manufacturing And Service Operations Management Annual Conference.

C. Michael Hall, S. M. (2016). Business And Post-Disaster Management Business, Organisational And Consumer Resilience And The Christchurch Earthquakes. Routledge.

C.K Singh, P. R. (2020). A Critical Analysis To Comprehend Panic Buying Behaviour Of Mumbaikar ’ S In COVID -19 Era . Studies In Indian Place. Names, 44-51.

Constantinos-Vasilios Priporas, N. S. (2017). Generation Z Consumers' Expectations Of Interactions In Smart Retailing: A Future Agenda. Computers In Human Behavior, 1-8.

Dr. Dyah Budiastuti, A. B. (2018). Validitas Dan Reliabilitas. Jakarta: Mitra Wacana Media.

Elia Ardyan, D. (2021). Does Customers’ Attitude Toward Negative Ewom Affect Their Panic Buying Activity In Purchasingproducts? Customers Satisfaction During COVID19 Pandemic In Indonesia. Cogent Business & Management, 1-15.

Ferdinand, A. (2006). Metode Penelitian Manajemen. Semarang: Badan Penerbit Unversitas Diponegoro.

Georg Lackermair, D. K. (2013). Importance Of Online Product Reviews From A Consmer's Perspective. Advances In Economics And Business, 1-5.

Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Penerbit Undip Semarang.

Grace Chua, K. F. (2021). The Determinants Of Panic Buying During COVID-19. International Journal Of Environmental Research And Public Health, 1-28.

I Kade Rupayana, I. W. (2021). Pengaruh Kualitas Produk, Impulse Buying, Dan Electronic Word Of Mouth (EWOM) Terhadap Keputusan Pembelian Pada Produk Smartphone Merek Oppo Di Kota Denpasar. Widya Amrita, 233-247.

Isabelle Goyette, L. R. (2010). E-WOM Scale: Word-Of-Mouth Measurement Scale For E-Services Context. Canadian Journal Of Administrative Sciences, 5-23.

Ismail Erkan, C. E. (2016). The Influence Of Ewom In Social Media On Consumers’ Purchase Intentions: An Extended Approach To Information Adoption. Computers In Human Behavior , 47-55.

Keller, P. K. (2016). Marketing Management (Global Edition) 15th Edition. Harlow.

Kovács András, T. S. (2020). Panic Buying In Hungary During Covid-19 Disease. Researchgate.

Maria Nicola, Z. A. (2020). The Socio-Economic Implications Of The Coronavirus Pandemic (COVID-19):A Review. Internatioanl Journal Of Surgery, 185-193.

Muhammad Abdan Shadiqi, R. H. (2020). Panic Buying Pada Pandemi COVID-19: Telaah Literatur Dari Perspektif Psikologi. Jurnal Psikologi Sosial, 131-141.

Nourissa Dinda Syachadi, A. C. (2021). Behind Covid-19: Panic Buying, Service Convenience In Modern Market Indonesia. SEISENSE Journal Of Management, 45-55.

Novita Sari, M. S. (2017). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Toko Inline Bukalapak.Com. Jurnal Manajemen Magister, 1-11.

Nur Aulia Agustina, S. S. (2018). Pengaruh Kualitas Produk, Citra Merek, Dan Harga Terhadap Keputusan Pembelian . Jurnal Penelitian Ipteks, 186-196.

Ritma Rahmadhani, A. E. (2018). Pengaruh Electronic Word Of Mouth Dan Perceived Risk Terhadap Keputusan Pembelian Pada Konsumen Tokopedia. Diponegoro Journal Of Social And Politic , 1-6.

Rym Srarfi Tabbane, M. H. (2013). Impact Of Ewom On The Tunisian Consumer’s Attitude Towards The Product. Advance (Hal. 91). Venice: Gea Collage.

Sarsanto, B. W. (2021). Panic Buying, Bauran Pemasaran, Citra Merek Dan Keputusan Pembelian Produk. Jurnal Manajemen Bisnis, 1-15.

Sugiyono. (2011). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D (Cetakan Ketiga). Bandung: Alfabeta.

Sugiyono. (2012). Metode Penelitian Kuantitatif Kualitatif Dan R&B. Bandung: Alfabeta.

Suharno, Y. S. (2010). Marketing In Practice. Yogyakarta: Graha Ilmu.

Uma Sekaran, R. B. (2013). Research Methods For Business. New Jersey: John Wiley & Son.

Widyastuti, P. (2020). Analisis Keputusan Pembelian: Fenomena Panic Buying Dan Service Convenience (Studi Pada Grocery Store Di Dki Jakarta). 2020: Seminar Nasional Multi Disiplin Ilmu Dan Call For Papers (Hal. 583-591). Semarang: Proceeding Sendi_U.

Zulganef. (2006). Konsep Model Persamaan Struktural Dan Aplikasinya Menggunakan Amos 5. Bandung: Pustaka.




DOI: http://dx.doi.org/10.21460/jrmb.2022.171.409

View My Stats

 

Indexed by: 

       

 

 

Lisensi Creative Commons
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi 4.0 Internasional.