Peran Electronic Word of Mouth (E-Wom) dan Tingkat Kepercayaan Nasabah Terhadap Keputusan Pembelian Produk Amanah

Baso Akib; Wawan Wiranto

doi:10.47134/jees.v1i2.136

Authors

Baso Akib Institut Parahikma Indonesia
Wawan Wiranto Institut Parahikma Indonesia

DOI:

https://doi.org/10.47134/jees.v1i2.136

Keywords:

E-WOM, Tingkat Kepercayaan Nasabah, Keputusan Pembelian

Abstract

Penelitian ini bertujuan untuk, (1) untuk mengetahui dan menganalisis pengaruh Electronic Word of Mouth (E-WOM) menggunakan produk amanah pada PT. Pegadaian Syariah Cabang Hasanuddin Gowa, (2) untuk mengetahui dan menganalisis pengaruh tingkat kepercayaan nasabah terhadap keputusan pembelian produk amanah pada PT. Pegadaian Syariah Cabang Hasanuddin Gowa, (3) untuk mengetahui dan menganalisis pengaruh Electronic Word of Mouth (E-WOM) dan tingkat kepercayaan nasabah terhadap keputusan pembelian produk amanah pada PT. Pegadaian Syariah Cabang Hasanuddin Gowa. Waktu penelitian ini dilakukan pada bulan Juli sampai bulan Agustus 2023. Jenis penelitian kuantitatif dengan menggunakan pendekatan kuantitatif deskriptif. Sumber data yang digunakan ialah data primer, data primer dikumpulkan dengan melalui penyebaran kuesioner, observasi dan dokumentasi. Teknik simple random sampling merupakan teknik pengambilan sampel pada penelitian ini. Sampel yang digunakan berjumlah 50 sampel, adapun metode analisis data pada penelitian ini menggunakan regresi linear berganda dan teknik analisis data menggunakan aplikasi SPSS version 2023. Hasil penelitian ini menunjukkan bahwa (1) E-WOM berpengaruh positif dan signifikan terhadap keputusan pembelian produk amanah pada PT. Pegadaian Syariah Cabang Hasanuddin Gowa (2) tingkat kepercayaan nasabah berpengaruh positif dan signifikan terhadap keputusan pembelian produk amanah pada PT. Pegadaian Syariah Cabang Hasanuddin Gowa (3) E-WOM dan tingkat kepercayaan nasabah berpengaruh positif dan signifikan terhadap keputusan pembelian produk amanah pada PT. Pegadaian Syariah Cabang Hasanuddin Gowa. Implikasi dari penelitian ini adalah penerapan E-WOM sangat efektif dikarenakan dapat menjangkau semua nasabah yang menggunakan media sosial. Sedangkan tingkat kepercayaan nasabah menjadi faktor penting dalam menjalin hubungan dan kerjasama dengan nasabah dalam memilih produk amanah.

This study aims, (1) to determine and analyze the effect of Electronic Word of Mouth (E-WOM) using amanah products at PT. Pegadaian Syariah Hasanuddin Gowa Branch, (2) to determine and analyze the influence of customer trust level on the purchase decision of trustful products at PT. Pegadaian Syariah Hasanuddin Gowa Branch, (3) to find out and analyze the influence of Electronic Word of Mouth (E-WOM) and the level of customer trust in purchasing decisions of trustful products at PT. Sharia Pawnshop Hasanuddin Gowa Branch. The time of this study was conducted from July to August 2023. The results of this study show that (1) E-WOM has a positive and significant effect on the decision to purchase trustful products at PT. Pegadaian Syariah Hasanuddin Gowa Branch (2) the level of customer trust has a positive and significant effect on the decision to purchase trustful products at PT. Pegadaian Syariah Branch Hasanuddin Gowa (3) E-WOM and the level of customer trust have a positive and significant effect on the decision to purchase trustful products at PT. Sharia Pawnshop Hasanuddin Gowa Branch. The implication of this research is that the application of E-WOM is very effective because it can reach all customers who use social media. Meanwhile, the level of customer trust is an important factor in establishing relationships and cooperation with customers in choosing trust products.

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