PERANAN SOSIAL MEDIA DALAM MENENTUKAN KEPUTUSAN PEMBELIAN HIGH-INVOLVEMENT PRODUCT DI MASA PANDEMI COVID-19
DOI:
https://doi.org/10.30736/jpim.v6i1.622Keywords:
Social media, electronic word of mouth, trust, purchase decisionAbstract
Pandemi virus corona menciptakan efek berantai bagi industri dan bisnis dalam negeri, tak terkecuali sektor otomotif. Meski demikian, konsumsi atau pengeluaran biaya untuk mobil tidak sama sekali hilang. Di saat pandemi Covid-19 dimana lingkungan sosial mulai diadakan pembatasan-pembatasan (social distancing), maka sosial media mulai berperan dalam pembelian high-involvement product seperti mobil yang sebelumnya konsumen tidak melakukannya secara online. Teknik analisis yang digunakan adalah SmartPLS 3.0 dengan sampel sebanyak 105 responden. Hasil penelitian menunjukkan bahwa social media, electronic word of mouth dan trust mempengaruhi pembelian mobil di masa pandemi Covid-19.
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