Mulyono, Stevanus Selamet (2023) Analysis The Impact of Electronic Word of Mouth Using Youtube Review to Customer Purchase Intention (Smartphone). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

The potential digital transformation known as industry 4.0 is advancing exponentially such as, artificial intelligence (AI), 5G connectivity, the internet of things (IoT), cloud computing, and data analytics. These technologies are available on smartphones, which have evolved into a representation of industry 4.0. Because, of that today’s smartphone manufacturers are competing with one another by releasing devices with nearly identical features and specifications. In the midst of all that, some content creators about technology start to upload some videos review about smartphone nowadays on social media platform called Youtube. Customer purchase intention are forms of consumer preference among the brands. Consumer information sharing and exchange about a brand or organization over the internet is known as e-WOM. The research methods used is survey method by spreading questionnaire to 288 respondents through simple random sampling. The respondent is from the college students of class 2019, majoring in management. The study conducted at Department of Business and Economy of University Merdeka Malang. The data sources will be primary data and the type of data is quantitative. The analysis data will use multiple liniear regression and computer program SPSS v22. The results are purchase intention have a moderate positive relation with e-WOM. The influence from e WOM to customer purchase intention is as big as 45.7% with the rest 54.3% is influence by other factors. Intensify is the dominant dimension of e-WOM. the conclusion concluded from this study is that e-WOM by using Youtube review or video review manage to influence 45.7% purchase intention towards smartphone with a strong positive correlation.

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