ABSTRAK

Ika Fitria Nurwulan, 1810414320042, 2022. Pengaruh Komunikasi Electronic Word of Mouth dan Gaya Hidup Terhadap Keputusan Pembelian Smartphone iPhone (Studi Pada Pengguna Smartphone iPhone di Kota Banjarmasin). Program Studi Ilmu Komunikasi, Fakultas Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lambung Mangkurat, 2022. Di bawah bimbingan Ibu Lalita Hanief.

Penelitian ini bertujuan untuk mengetahui pengaruh komunikasi electronic word of mouth dan gaya hidup terhadap keputusan pembelian smartphone iPhone pada pengguna smartphone iPhone di Kota Banjarmasin.

Penelitian ini menggunakan pendekatan kuantitaif dengan tipe penelitian eksplanatif. Pengambilan sampel menggunakan metode non probability sampling dengan jumlah responden sebanyak 97 orang yang telah memenuhi kriteria penelitian yaitu berusia 17 tahun keatas, berdomisili di Kota Banjarmasin, dan pengguna iPhone atau pernah membeli iPhone. Metode analisis data menggunakan persamaan regresi linier berganda, uji t, uji F, dan uji koefisien determinasi (R square).

Temuan dalam penelitian menunjukkan bahwa komunikasi electronic word of mouth berpengaruh terhadap keputusan pembelian sebesar 18,7% sedangkan sisanya dipengaruhi oleh faktor selain ewom. Gaya hidup berpengaruh terhadap keputusan pembelian sebesar 62,9% sedangkan sisanya dipengaruhi oleh faktor selain gaya hidup. Dan berdasarkan hasil perhitungan koefisien determinasi (R2) diperoleh hasil 0,586 yang artinya variabel komunikasi electronic word of mouth dan gaya hidup secara simultan memengaruhi keputusan pembelianiPhone sebesar 58,6%, sedangkan 41,4% sisanya dipengaruhi oleh variabel-variabel lain selain ewom dan gaya hidup.

Kata Kunci: Elecronic Word of Mouth, Gaya Hidup, Keputusan Pembelian.

ABSTRACT

Ika Fitria Nurwulan, 1810414320042, 2022.The Effect of Electronic Word of Mouth Communication and Lifestyle on iPhone Purchase Decisions (Study on iPhone Users in Banjarmasin City). Program of study Communication Sciences, Faculty of Social and Political Sciences, Lambung Mangkurat University, 2022. Under the guidance of Mrs Lalita Hanief.

The study aims to determinate the effect of electronic word of mouth communication and lifestyle on iPhone purchasing decisions.

This type of research is explanative by taking the sampel using non probability sampling with a total of 97 respondens who had met the research criteria, namely aged 17 years and over, domicilied in Banjarmasin City, and iPhone users or have bought an iPhone. Methods of data analysis using multiple linier regression equations,t test, F test, and the coefficients of determination test (R square).

Based on the result of the study, it was found that electronic word of mouth communication has an effect on purchasing decisions of 18,7%, while the rest is influenced by factors other than eWOM. Lifestyle influenced purchasing decisions by 62,9% while the rest is influenced by factors other than lifestyle. And based on the results of the calculation of the coefficient of determination (R square) obtained result of 0,586 which means that electronic word of mouth communication and lifestyle simultaneusly affects the iPhone purchasing decisions by 58,6%, while the remaining 41,4% is influenced by variables other than eWOM and lifestyle.

Keyword: Electronic Word of Mouth, Lifestyle, Purchasing Decisions.