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

Abstract

ABSTRAK

Penelitian ini bertujuan untuk menguji 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.

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