Efektivitas Strategi Komunikasi Pemasaran Word of Mouth terhadap Peningkatan Keputusan Konsumen dalam Pembelian Stik Biliar di Billiard Consignment

Abstract

ABSTRAK

Penelitian ini bertujuan menganalisis pengaruh strategi komunikasi pemasaran melalui Word of Mouth (WOM), Instagram, dan Live TikTok terhadap keputusan pembelian stik billiard di Billiard Consignment, Kota Tangerang. Latar belakang penelitian didasari oleh ketatnya persaingan penjualan stik billiard antar toko di Kota Tangerang, serta terbatasnya kajian kuantitatif mengenai efektivitas integrasi WOM dan media sosial digital secara bersamaan dalam mendorong keputusan pembelian pada segmen olahraga rekreasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner skala Likert 1–4 kepada 62 responden member Billiard Consignment yang pernah membeli stik billiard, menggunakan teknik purposive sampling dari populasi 73 orang. Data dianalisis menggunakan statistik deskriptif, uji asumsi klasik, serta regresi linear sederhana dan berganda dengan SPSS 29. Hasil analisis deskriptif menunjukkan seluruh variabel berada pada kategori tinggi: WOM (3,17), Instagram (3,16), Live TikTok (3,15), dan keputusan pembelian (3,20). Secara parsial, ketiga variabel berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai t hitung masing-masing: WOM (5,498), Instagram (4,721), dan Live TikTok (3,475), seluruhnya signifikan pada p<0,001. Secara simultan, ketiga variabel mampu menjelaskan 58,9% variasi keputusan pembelian (R²=0,589; F=27,662; p<0,001). Word of Mouth merupakan variabel paling dominan dengan Standardized Beta tertinggi (β=0,477), diikuti Instagram (β=0,403) dan Live TikTok (β=0,305). Temuan ini mengimplikasikan bahwa strategi komunikasi pemasaran terpadu yang menempatkan WOM sebagai tulang punggung, didukung Instagram untuk informasi produk dan Live TikTok untuk interaksi real-time, merupakan pendekatan paling efektif dalam meningkatkan keputusan pembelian di industri perlengkapan olahraga billiard.

ABSTRACT

This study aims to analyze the influence of Word of Mouth (WOM), Instagram, and Live TikTok marketing communication strategies on consumer purchasing decisions for billiard cues at Billiard Consignment, Tangerang City. The study is motivated by intense competition among billiard cue retailers in Tangerang and the limited quantitative research examining the integrated effectiveness of WOM and digital social media simultaneously in driving purchasing decisions in the recreational sports segment. A quantitative survey approach was employed using Likert 1–4 scale questionnaires distributed to 62 respondents who are Billiard Consignment members and have purchased billiard cues, selected through purposive sampling from a population of 73 people. Data were analyzed using descriptive statistics, classical assumption tests, and simple and multiple linear regression with SPSS 29. Descriptive analysis results show all variables at a high category: WOM (3.17), Instagram (3.16), Live TikTok (3.15), and purchasing decision (3.20). Partially, all three variables have a positive and significant effect on purchasing decisions with t-values of: WOM (5.498), Instagram (4.721), and Live TikTok (3.475), all significant at p<0.001. Simultaneously, the three variables explain 58.9% of the variance in purchasing decisions (R²=0.589; F=27.662; p<0.001). Word of Mouth is the most dominant variable with the highest Standardized Beta (β=0.477), followed by Instagram (β=0.403) and Live TikTok (β=0.305). These findings imply that an integrated marketing communication strategy positioning WOM as the backbone, supported by Instagram for product information and Live TikTok for real-time interaction, is the most effective approach for increasing purchasing decisions in the billiard sports equipment industry.