Pengaruh Key Opinion Leaders dan Electronic Word of Mouth terhadap Purchase Decision pada Huisaeng Dimsum

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Published: Jul 13, 2025
DOI: https://doi.org/10.56799/ekoma.v4i5.10737
Keywords:
Key Opinion Leader, Electronic Word of Mouth, Purchase Decision

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Made Bagus Paramartha D.W
Universitas Telkom, Indonesia
Budi Prasetiyo
Universitas Telkom, Indonesia

Abstract

Di era digital, Key Opinion Leader (KOL) dan Electronic Word of Mouth (e-WOM) menjadi faktor penting dalam memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh KOL dan e-WOM terhadap keputusan pembelian produk Huisaeng Dimsum secara parsial maupun simultan. Metode yang digunakan adalah kuantitatif deskriptif dengan teknik purposive sampling, melibatkan 385 responden Gen Z dan Milenial awal di Bandung. Analisis data dilakukan dengan regresi linear berganda. Hasil penelitian menunjukkan bahwa KOL (77,9%) dan e-WOM (78,9%) berada pada kategori baik serta berpengaruh signifikan terhadap keputusan pembelian (76,3%). Kesimpulannya, KOL dan e-WOM memiliki kontribusi positif dalam membentuk minat dan keyakinan konsumen untuk membeli produk Huisaeng Dimsum.

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How to Cite
D.W, M. B. P., & Prasetiyo, B. (2025). Pengaruh Key Opinion Leaders dan Electronic Word of Mouth terhadap Purchase Decision pada Huisaeng Dimsum. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 4(5), 8175–8186. https://doi.org/10.56799/ekoma.v4i5.10737
Issue
Vol. 4 No. 5: Juli 2025
Section
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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