POSITIVE ELECTRONIC WORD OF MOUTH: PENGARUH PEMBERIAN E-WOM TERHADAP PURCHASE INTENTION KONSUMEN MCDONALD’S MASA BOIKOT

Abstrak

This research aims to compare the effect of providing reading media in the form of positive electronic word of mouth with a neutral situation related to McDonald's news. In other words, the researcher wants to see whether providing positive eWOM can increase consumer purchasing interest in the McDonald's brand in Malang City with certain characteristics. This study involved 100 partisans with a non-equivalent posttest only research type. Participants were divided into 2 groups, namely the control group and the experimental group. The experimental group was given positive news and the control group was given neutral situation news related to the McDonald's brand. The instrument used was an adapted purchase intentions scale containing 5 items that had been declared valid. Data analysis used instrument tests and non-parametric tests (mann-whitney tests). The results of the mann-whitney test found a significant difference in the two groups Asymp.Sig (2-tailed)) 0.001 <0.05. This means that the group given positive news (experimental group) experienced a greater change in brand purchasing interest in the McDonald's brand compared to the group given neutral eWOM treatment (control group).