THE INFLUENCE OF INFLUENCER MARKETING AND ELECTRONIC WORD OF MOUTH (E-WOM) ON PURCHASE INTENTIONS (A SURVEY OF SEBLAK TEHBETTY FOLLOWERS AT WIDYATAMA UNIVERSITY)

Abstract

This study aims to examine how influencer marketing and electronic word of mouth affect consumer purchase intentions toward Seblak Tehbetty products. The research employs a quantitative methodology utilizing survey techniques. The study implements purposive sampling to select 100 respondents, specifically targeting Widyatama University students who follow Seblak Tehbetty's social media accounts. Multiple linear regression analysis serves as the primary analytical tool for data examination. The findings reveal that simultaneous testing (F-test) demonstrates significant influence of both influencer marketing (X1) and electronic word of mouth (X2) on purchase intention (Y). Individual testing (t-test) confirms that influencer marketing (X1) significantly impacts purchase intention (Y), while electronic word of mouth (X2) also shows significant influence on purchase intention (Y). The determination coefficient indicates that 86.4% of purchase intention variation for Seblak Tehbetty products stems from influencer marketing and electronic word of mouth activities, with the remaining 13.6% attributed to unexamined variables.