Pengaruh Electronic Word Of Mouth (Ewom) di Media Sosial terhadap Minat Beli Konsumen (Studi Kasus di Kedai Bang Yuli Kota Boyolali)

ABSTRAK : Electronic Word of Mouth is online content (positive and negative) about productsor services that is produced or sent by consumers. The process of gathering
information with Electronic Word of Mouth can be done through social media intermediaries. Social media acts as a means of marketing or introducing products or services that have been created. The social media studied in this study include WhatsApp, Facebook, and Instagram. The goal of this research was to determine the effect of eWOM on social media platforms such as WhatsApp, Facebook, and Instagram on consumer buying interest at Kedai Bang Yuli.The population in this study is the consumers of Kedai Bang Yuli, with a sample of 90 people. This study uses quantitative data collection techniques by distributing questionnaires that have been tested for validity and reliability. The data analysis method in this study uses SPSS 20. Based on the calculation of the coefficient of determination (R2), it can be seen that the magnitude of the influence of social media on consumer buying interests is 71.7%. while the remaining 28.3% is influenced by other factors not examined in this study. From the results of the study, it can be concluded that there is an impact and significant eWOM on social media on consumer buying interest at Kedai Bang Yuli, Boyolali City.
Keyword : eWOM, Social Media, Buy Interest and Consumer