PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND AMBASSADOR CINTA LAURA TERHADAP MINAT BELI PENGGUNA JD.ID DI JABODETABEK

Abstract

The Industrial Revolution 4.0 and globalization and new media encourage companies to be able to market their products, including various e-commerce companies that are developing on the Internet. E-commerce business competition requires companies to be able to compete with their respectivebusiness strategies inorder toattract consumers. Various kinds of marketingstrategies are used by companies, some of these strategies are to use Electronic Word of Mouth and attract celebrities who have influence as their brand ambassadors. Therefore, this study was made which aims to analyze the effect of Electronic Word of Mouth and Cinta Laura as Brand Ambassador on the buying interest of JD.ID users in Jabodetabek. This research is quantitative by distributing questionnaires to respondents consisting of 385 samples using the Lemeshow formula. This researchis basedonNewMediatheory. Thesamplingtechniqueinthis studyuses non-probability sampling and convenient sampling. The results of this study produce three hypotheses, namely the influence of Electronic Word of Mouth partially on buying interest by 15%, the influence of Brand Ambassador partially on buying interest by 34%, and the influence of Electronic Word of Mouth and Brand Ambassador simultaneously on buying interest by 38.7%.