Analisis Pengaruh Electronic Word of Mouth (E-WoM) dan Etnosentrisme Konsumen pada Perilaku Pembelian Konsumen (Studi pada Merek Fesyen Pakaian Lokal dan Asing di Indonesia)

Destria Iqrima Nisa, Prof. Drs. B.M. Purwanto, M.B.A., Ph.D.

2025 | Skripsi | MANAJEMEN

Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (eWOM) positif dan negatif terhadap perilaku pembelian konsumen, dengan etnosentrisme konsumen sebagai variabel mediasi. Studi ini dilakukan terhadap konsumen merek fesyen pakaian lokal dan asing di Indonesia dengan pendekatan kuantitatif melalui survei daring terhadap 160 responden. Analisis data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa pada merek lokal, eWOM positif berpengaruh positif terhadap etnosentrisme dan perilaku pembelian, sedangkan eWOM negatif berpengaruh negatif terhadap kedua variabel tersebut. Etnosentrisme juga berpengaruh positif terhadap perilaku pembelian merek lokal serta terbukti memediasi hubungan antara eWOM dan perilaku pembelian. Sebaliknya, pada merek asing, baik eWOM positif maupun negatif tidak berpengaruh signifikan terhadap etnosentrisme, dan etnosentrisme tidak berpengaruh signifikan terhadap perilaku pembelian. Namun, eWOM positif dan negatif tetap menunjukkan pengaruh langsung terhadap perilaku pembelian merek asing. Temuan ini menegaskan peran strategis eWOM dalam memengaruhi keputusan pembelian serta mengindikasikan keterbatasan pengaruh etnosentrisme dalam konteks merek asing.

This study aims to analyze the influence of positive and negative electronic word of mouth (eWOM) on consumer buying behavior, with consumer ethnocentrism as a mediating variable. The study was conducted on consumers of local and foreign fashion clothing brands in Indonesia using a quantitative approach through an online survey of 160 respondents. Data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that for local brands, positive eWOM has a positive effect on consumer ethnocentrism and buying behavior, while negative eWOM has a negative effect on both variables. Consumer ethnocentrism also has a positive effect on buying behavior of local brands and is proven to mediate the relationship between eWOM and buying behavior. In contrast, for foreign brands, neither positive nor negative eWOM significantly affects consumer ethnocentrism, and ethnocentrism does not significantly influence buying behavior. However, both positive and negative eWOM still have a direct impact on the buying behavior of foreign brands. These findings highlight the strategic role of eWOM in influencing consumer decisions and underscore the limited role of ethnocentrism in the context of foreign brands.

Kata Kunci : eWOM, etnosentrisme konsumen, perilaku pembelian, merek lokal, merek asing, PLS-SEM, eWOM, consumer ethnocentrism, consumer buying behavior, local brands, foreign brands, PLS-SEM.