Pengaruh User Generated Content Dan Electronic Word Of Mouth Terhadap Minat Beli Konsumen Kuliner Di Solo Raya Pada Media Sosial Tiktok
DOI:
https://doi.org/10.31004/joecy.v6i2.14079Keywords:
User Generated Content, Electronic Word of Mouth, Minat Beli Konsumen, TikTok, Kuliner.Abstract
TikTok kini menjadi ruang utama bagi masyarakat Solo Raya untuk mencari referensi sebelum membeli produk kuliner, seiring maraknya konten ulasan dan pengalaman konsumen di platform ini. Fenomena tersebut memunculkan dua bentuk komunikasi digital yang diduga turut membentuk minat beli, yaitu konten buatan pengguna User Generated Content (UGC) dan komunikasi dari mulut ke mulut secara elektronik Electronic Word of Mouth (e-WOM). Penelitian ini disusun untuk menguji pengaruh UGC dan e-WOM terhadap minat beli konsumen kuliner di Solo Raya melalui TikTok, baik secara parsial maupun simultan, dengan merujuk pada teori Stimulus-Organism-Response (S-O-R). Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 150 responden yang berdomisili di Solo Raya, berusia minimal 17 tahun, memiliki akun TikTok aktif, dan pernah melihat konten atau ulasan produk kuliner di TikTok. Data dikumpulkan lewat kuesioner dan diolah dengan regresi linear berganda berbantuan IBM SPSS. Hasil menunjukkan UGC berpengaruh positif dan signifikan terhadap minat beli (t = 6,400, Sig. < 0,001), demikian pula e-WOM (t = 8,523, Sig. < 0,001). Secara simultan, kedua variabel juga berpengaruh positif dan signifikan terhadap minat beli (F = 114,455, Sig. < 0,001). Nilai Adjusted R Square 0,604 menunjukkan UGC dan e-WOM mampu menjelaskan 60,4% variasi minat beli konsumen, sedangkan 39,6% sisanya dipengaruhi faktor lain di luar model. Artinya, semakin berkualitas UGC dan e-WOM di TikTok, semakin tinggi pula kecenderungan konsumen Solo Raya untuk membeli produk kuliner yang dipromosikan lewat platform tersebut.
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