Pengaruh E-WOM Negative dan Influencer Likeability terhadap Minat Beli pada Brand yang Menggunakan Influencer Kontroversial di TikTok dalam Konteks Cancel culture ditinjau dari Perspektif Gender: Studi Generasi Z di Kota Bandung
https://doi.org/10.70451/cakrawala.v3i3.941
Keywords:
Cancel Culture, E-WOM Negative, Influencer Likeability, Minat BeliAbstract
Fenomena Penelitian ini bertujuan untuk menganalisis pengaruh E-WOM negative dan influencer likeability terhadap minat beli pada brand yang menggunakan influencer kontroversial di TikTok. Penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif. Sampel penelitian berjumlah 400 responden Generasi Z di Kota Bandung yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan IBM SPSS Statistics 27 dengan uji validitas, reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa secara parsial E-WOM negative tidak berpengaruh signifikan terhadap minat beli, sedangkan influencer likeability berpengaruh dan signifikan terhadap minat beli. Secara simultan, kedua variabel berpengaruh signifikan terhadap minat beli. Temuan penelitian menunjukkan bahwa influencer likeability merupakan faktor yang lebih dominan dalam memengaruhi minat beli dibandingkan E-WOM negative pada brand yang menggunakan influencer kontroversial di TikTok.
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