PENGARUH EWOM TERHADAP INTENSI PEMBELIAN DENGAN MEDIASI SIKAP MEREK PADA PLATFORM SOCIOLLA

Penelitian ini bertujuan untuk: (1) mengetahui mengetahui electronic word of mouth berpengaruh secara positif dan signifikan terhadap intensi pembelian, (2) mengetahui electronic word of mouth berpengaruh secara positif dan signifikan terhadap sikap merek, (3) mengetahui sikap merek berpengaruh secara positif dan signifikan terhadap intensi pembelian, (4) mengetahui sikap merek mampu memediasi electronic word of mouth terhadap intensi pembelian secara positif dan signifikan. Populasi dalam penelitian ini merupakan masyarakat DKI Jakarta berjenis kelamin perempuan dan tertarik atau pernah membeli produk kecantikan di platform Sociolla. Teknik pengambilan sampel menggunakan purposive sampling dengan sampel sebanyak 204 orang. Analisis data menggunakan IBM SPSS 21.0. Teknik analisis data menggunakan Analisis Jalur (Path Analysis). Hasil penelitian menunjukkan : (1) electronic word of mouth terhadap intensi pembelian berpengaruh langsung secara positif dan signifikan. (2) electronic word of mouth terhadap sikap merek berpengaruh langsung secara positif dan signifikan. (3) sikap merek terhadap intensi pembelian berpengaruh langsung secara positif dan signifikan, dan (4) sikap merek mampu memediasi electronic word of mouth terhadap intensi pembelian secara positif dan signifikan. Kata kunci: komunikasi pemasaran, electronic word of mouth, sikap merek, intensi pembelian, platform sociolla. This study aims to: (1) find out whether electronic word of mouth has a positive and significant effect on purchase intentions, (2) find out electronic word of mouth has a positive and significant effect on brand attitudes, (3) know brand attitudes have a positive and significant effect on significant to purchase intention, (4) knowing that brand attitude is able to mediate electronic word of mouth towards purchase intention positively and significantly. The population in this study is the female population of DKI Jakarta and is interested in or has purchased beauty products on the Sociolla platform. The sampling technique used purposive sampling with a sample of 204 people. Data analysis using IBM SPSS 21.0. The data analysis technique uses Path Analysis. The results of the study show: (1) electronic word of mouth on purchase intentions has a positive and significant direct effect. (2) electronic word of mouth on brand attitudes has a positive and significant direct effect. (3) brand attitudes towards purchase intentions have a positive and significant direct effect, and (4) brand attitudes are able to mediate electronic word of mouth on purchase intentions positively and significantly. Keywords: marketing communication, electronic word of mouth, brand attitude, purchase intention, sociolla platform