PENGARUH eWOM (ELECTRONIC WORD OF MOUTH) PADA MEDIA SOSIAL FACEBOOK TERHADAP MINAT BELI KONSUMEN (STUDI PADA TEBING BAR & CAFE)

The purposes of this study was to determine the effect eWOM (electronic word of mouth), which consists of Platform Assistance, Concern for Others, Expressing Positive Feelings, and Helping the Company on social media Facebook, partially and simultaneously on Consumer Buying Interest. The object of research is the Tebing Bar & Cafe in Yos Sudarso Kota Kupang. The independent variables are the Platform Assistance, Concern for Others, Expressing Positive Feelings, and Helping the Company. The population in this study are active Facebook users who have been exposed to information about Tebing Bar and Cafe on Facebook. Samples taken as many as 50 respondents using purposive sampling technique. Then, analysis of data obtained by using multiple regression analysis. This analysis includes: multiple analysis test, classic assumption test, hypothesis testing through F-test and t-test, and analysis of the coefficient of determination (R2). Based on the research results, obtained the regression equation: Y = -2.385 + 0.612X1+ 0.176X2 + 0.405X3+ 0.271X4. Based on statistical data analysis, the classic assumption test, regression model to be free and normal distribution. Individually from each of the most influential variable is the variable Platform Assistance with a regression coefficient of 0.612, followed by a variable Expressing Positive Feelings with a regression coefficient of 0.405, variable Helping the Company with a regression coefficient of 0.271 and a variable Concern for Others with a regression coefficient of 0.176. Hypothesis testing using t-test showed that the four independent variables are all proven to significantly affect the dependent variable Consumer Buying Interests, whereas through F-test can be seen that the independent variable is indeed feasible to test the dependent variable Consumer Buying Interests. Figures Adjust R-Square of 0.948 indicates that 94.8% of the variable Consumers Buying Interest are influenced by independent variables in the regression equation. While the remaining 5.2% variable Consumer Buying Interest are influenced by other variables that are not discussed this research.