Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Purchase Intention (Studi Pada Customer Online Store Rawtype Riot Di Instagram)

The digital era has caused a paradigm shift in the implementation of marketing strategies by companies. Instagram has become an application to market local fashion products. The fashion industry in Indonesia has grown rapidly and become one of the most profitable sectors. Rawtype Riot is a local streetwear brand that utilizies social media to promote unique and sophisticated streetwear. They use Instagram to post updates about products and attract customers who have already purchased them.this study aims to determine the effect of social media marketing and electronic word of mouth on purchase intention. The method used is quantitative, with descriptive and associative research types. The population consists of Instagram followers who have or have not purchased Rawtype Riot products, using purposive sampling with a sample size of 400 respondents. Data were collected through online questionnaires and analyzed using descriptive analysis and multiple linear regression analysis. The results show that respondents rated social media marketing, electronic word of mouth, and purchase intention as satisfactory. Hypothesis testing showed that social media marketing and electronic word of mouth partially have a significant effect on purchase intention, and simultaneously both have a significant effect on purchase intention. Abstrak. Era digital telah menyebabkam pergeseran paradigma dalam implementasi strategi pemasaran oleh perusahaan. Instagram telah menjadi applikasi untuk memasarkan produk fesyen lokal. Industri mode di Indonesia telah berkembang pesat dan menjadi salah satu sector yang paling menguntungkan. Rawtype Riot adalah merek pakaian streetwear yang memanfaatkan media sosial untuk mempromosikan pakaian streetwear yang unik dan canggih. Mereka menggunakan Instagram untuk memposting pembaruan tentang produk dan menarik pelanggan yang sudah membelinya. Penelitian ini bertujuan mengetahui pengaruh social media marketing dan electronic word of mouth terhadap purchase intention. Metode yang digunakan adalah kuantitatif, dengan jenis penelitian deskriptif dan asosiatif. Populasi terdiri dari pengikut Instagram yang telah atau belum membeli produk Rawtype Riot, menggunakan pengambilan sampel bertujuan dengan ukuran sampel 400 responden. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan analisis deskriptif serta analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa responden menilai social media marketing dan electronic word of mouth terhadap purchase intention. Pengujian hipotesis menunjukkan bahwa social media marketing dan electronic word of mouth secara parsial memiliki pengaruh signifikan terhadap purchase intention, dan secara simultan keduanya memiliki pengaruh signifikan terhadap purchase intention.