The Effect of Electronic Word-of-Mouth in Social Media toward Consumer Purchase Decision with Brand Image as Moderating Variable

Social media has made it possible for users to exchange information and discuss theiropinions and experiences about products or services through online on their social mediaplatform with their peers. This kind of communication is called as electronic word-of-mouth(e-WOM) where the information can be spread faster and has the potential for greaterimpact on consumers purchase decision. Therefore, the aim of this research is to know theeffect of e-WOM (including quality and quantity of e-WOM as well as sender’s expertise) insocial media on consumers’ purchase decisions moderated by brand image. The researchmethodology used for this study is a case study with survey research method. Conveniencesampling technique derived from non-probability sampling techniques are used for sampleselection. The sample of this research is 175, from people who have purchased and usedEtude House product. Statistical software SPSS and AMOS is used to analyze the data. Thefindings in this area will help Etude House and other marketers to reach out its potentialcustomers and align their marketing effort in efficient way by pay attention on the marketingpolicies about eWOM. The limitations of the research is some respondents not read andanswer the question clearly and made it not represent their exact perception.

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Key Determinants of Purchase Decision: A Case Study of Poeniko Batik Store in Pekalongan

Management Analysis Journal ◽

10.15294/maj.v9i3.38294 ◽

2020 ◽

Vol 9 (3) ◽

pp. 290-299

Author(s):

Nurul Fatimah ◽

Dorojatun Prihandono

Keyword(s):

Social Media ◽

Purchase Intention ◽

Sampling Method ◽

Word Of Mouth ◽

Brand Image ◽

Purchase Decision ◽

Electronic Word Of Mouth ◽

Purchasing Decisions ◽

Medium Enterprise

Business competition that is getting stonger makes SME (Small Medium Enterprise) must be able to compete. Batik is one of SME that has influence in economic growth. The enterpreneurs have to compete with competitiors. This study aims to examine the influence of media sosial, electronic word of mouth, and brand image on purchase decision through purchase intention at Poeniko Batik Pekalongan store. The population in this study is consumers of Poeniko Batik Pekalongan. The number of samples used in this study were 100 people using the incidental sampling method. The data collection method uses documentation and questionnaires. The results showed that the electronic word of mouth, brand image and purchase variables had a positive and significant effect on purchasing decisions. While social media variables do not have a positive and significant effect on purchasing decisions. The results of the path analysis test indicate that purchase intention can mediate the influence of social media, electronic word of mouth, and brand image on purchasing decisions.

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Brand image mediation of product quality and electronic word of mouth on purchase decision

International Research Journal of Management IT and Social Sciences ◽

10.21744/irjmis.v9n1.2012 ◽

2022 ◽

Vol 9 (1) ◽

pp. 97-109

Author(s):

Agung Ratih Saraswati ◽

I Gusti Ayu Ketut Giantari

Keyword(s):

Statistical Analysis ◽

Product Quality ◽

Word Of Mouth ◽

Brand Image ◽

Practical Implication ◽

Purchase Decision ◽

Purchase Decisions ◽

Electronic Word Of Mouth ◽

Basic Model

The practical implication that can be given from the findings of this study is that this study can be used as a basic model to evaluate the Samsung smartphone company's strategy for product quality, eWOM, brand image, and consumer purchase decisions. Based on the results of statistical analysis, that product quality and eWOM directly or indirectly through brand image affect consumer purchase decisions. This can be a reference for Samsung company management in making strategies to improve purchase decisions by maintaining product quality, eWOM, and brand image of Samsung smartphones. The practical implication that can be given from the findings of this study is that this study can be used as a basic model to evaluate the Samsung smartphone company's strategy for product quality, eWOM, brand image, and consumer purchase decisions. Based on the results of statistical analysis, that product quality and eWOM directly or indirectly through brand image affect consumer purchase decisions. This can be a reference for Samsung company management in making strategies to improve purchase decisions by maintaining product quality, eWOM, and brand image of Samsung smartphones. that product quality and eWOM directly or indirectly through brand image affect consumer purchase decisions.

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Analysis Electronic Word of Mouth and Social Media toward Purchase Decisions through Purchase Intention

Journal of Advanced Research in Dynamical and Control Systems ◽

10.5373/jardcs/v12i8/20202464 ◽

2020 ◽

Vol 12 (8) ◽

pp. 196-203

Author(s):

Jeperson Hutahaean ◽

Muhammad Hendri ◽

Muliati Badaruddin ◽

Sri Lindawati ◽

Thomas Firdaus Hutahaean

Keyword(s):

Social Media ◽

Purchase Intention ◽

Word Of Mouth ◽

Purchase Decisions ◽

Electronic Word Of Mouth

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KAJIAN TAMPILAN FISIK, CITRA MEREK DAN PEMASAR DARI MULUT KE MULUT TERHADAP KEPUTUSAN PEMBELIAN PADA SALON NOONA BEAUTY KOREA KOTA BARABAI KABUPATEN HULU SUNGAI TENGAH

AL-ULUM : Jurnal Ilmu Sosial dan Humaniora ◽

10.31602/alsh.v7i2.5737 ◽

2021 ◽

Vol 7 (2) ◽

Author(s):

Cici Asmawati ◽

Riky Welli Saputra

Keyword(s):

Random Sampling ◽

Word Of Mouth ◽

Brand Image ◽

Physical Appearance ◽

Sampling Technique ◽

Purchase Decision ◽

Purchase Decisions ◽

Purchasing Decisions ◽

Beauty Salon ◽

Joint Influence

The purpose of this study was to analyze the physical appearance, brand image and marketer's word of mouth either partially or simultaneously influence the purchasing decision at Noona Beauty Korea salon in Barabai, Hulu Sungai Tengah Regency.The population in this study were all customers or consumers of the Noona Beuty Korea salon in Barabai, Hulu Sungai Tengah Regency. The number of samples is 100 respondents. The sampling technique in this study used a random sampling technique, or random sampling. The data in this research were obtained directly from interviews by distributing questionnaires. The analytical tool used is the research instrument test, classical assumption test, multiple linear regression, t test, F test and R2 testThe results showed that there was an effect of Physical Appearance on Purchase Decisions at Noona Beauty Salon Korea Barabai, Hulu Sungai Tengah Regency. There is an influence of Brand Image on Purchase Decision at Salon Noona Beauty Korea Barabai, Hulu Sungai Tengah Regency. There is the influence of marketers by word of mouth on purchasing decisions at Noona Beauty Salon Korea Barabai, Hulu Sungai Tengah Regency. There is a joint influence between the variables of Physical Appearance, Brand Image, and Word of mouth Marketers on Purchase Decisions at Noona Beauty Salon Korea Barabai, Hulu Sungai Tengah Regency.

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Electronic Word of Mouth (eWOM) and Makeup Purchase Intention Among Gen-Z Females

International Journal of Customer Relationship Marketing and Management ◽

10.4018/ijcrmm.2021040102 ◽

2021 ◽

Vol 12 (2) ◽

pp. 17-35

Author(s):

Sheena Lovia Boateng

Keyword(s):

Purchase Intention ◽

Word Of Mouth ◽

Brand Image ◽

Purchase Intentions ◽

Purchase Decisions ◽

Electronic Word Of Mouth ◽

Generation Z ◽

Increasing Demand ◽

The Impact ◽

Practical Implications

Generation Z (Gen-Z) consumers have been averred to rely on electronic word of mouth (eWOM) for making purchase decisions and expect integrity in brand communication. A significant question bearing both theoretical and practical implications, however, is how the tendency of these consumers to associate brand image with brand integrity influences the impact of eWOM on their purchase intentions, which remains unanswered. Also, studies focusing on a specific gender of Gen-Z consumers are limited. Using the signaling theory and a survey, the study suggests that eWOM signals play a significant role in influencing purchase intentions among female Gen-Z consumers, as well as their perceptions of the brand image and the brand integrity of makeup brands. For female Gen-Z consumers, eWOM signals that enhance the perceptions of brand integrity and brand image tend to equally matter in their makeup purchase decision making. These findings have implications for an industry that is marked by increasing demand for transparency and responsible marketing communication.

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eWOM Marketing in Hospitality Industry

Advances in Marketing, Customer Relationship Management, and E-Services - Managing Public Relations and Brand Image through Social Media ◽

10.4018/978-1-5225-0332-3.ch014 ◽

2016 ◽

pp. 266-280 ◽

Cited By ~ 2

Author(s):

Saurabh Kumar Dixit

Keyword(s):

Social Media ◽

Hospitality Industry ◽

Word Of Mouth ◽

The Internet ◽

Purchase Decisions ◽

Electronic Word Of Mouth ◽

Technological Advancement ◽

Making Choices ◽

Potential Customers

Due to its intangible nature, hospitality business finds it difficult to market its services. Past customer experiences are one of the best strategies that allow some quantification of the quality of the product. Word of mouth has been a key part of every effective marketing strategy for hospitality businesses. It is widely recognized that word of mouth, both positive and negative, has the potential to influence customer purchase decisions. With the technological advancement, the internet has been widely applied in various areas in the hospitality industry. Social media and the growth of web 2.0 have enabled word of mouth to be shared amongst millions of potential customers, one therefore can argue that electronic word of mouth (eWOM) has been the successor of the traditional word of mouth. Therefore, traditional Word-of-Mouth, which spread from person to person vocally has been replaced gradually by electronic Word-of-Mouth (eWOM). A growing trust on eWOM for making choices about hospitality products prompted the author to work on the present chapter.

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Electronic Word of Mouth and Brand Image in Social Media Instagram Context

10.1109/icoris52787.2021.9649609 ◽

2021 ◽

Author(s):

Lestari Arsiyanti ◽

Dewi Melinda Sari

Keyword(s):

Social Media ◽

Word Of Mouth ◽

Brand Image ◽

Electronic Word Of Mouth

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Social Media Marketing, Electronic Word of Mouth, and its Effect on Purchase Decision Process on The Warunk Upnormal Consumer

Proceeding of Japan International Business and Management Research Conference ◽

10.31098/jibm.v1i1.222 ◽

2020 ◽

Author(s):

Farah Oktafani ◽

Nadya Novandriani K.M. ◽

Marheni Eka Saputri ◽

Trisha Gilang Saraswati

Keyword(s):

Social Media ◽

Decision Process ◽

Quantitative Research ◽

Word Of Mouth ◽

Social Media Marketing ◽

Purchase Decision ◽

Media Content ◽

Target Market ◽

Electronic Word Of Mouth ◽

Promotional Strategies

There Warunk UpNormal uses a variety of promotional strategies, including through social media. Warung UpNormal target market is the millennial segment, which is the largest segment in Indonesia's current demographic structure. Therefore, through social media, Warunk UpNormal establishes intense marketing communication with its target market. The purpose of this paper is to examine the effects of social media marketing and electronic word of mouth on a purchase decision process in Warunk UpNormal. A quantitative research methodology was used for the purpose of this research, and the data were collected from 400 customers of Warunk UpNormal who have seen social media and read reviews provided by Warunk Upnormal. The study finds that customers responded positively to Warunk UpNormal social media content, and they have engagement with Warunk UpNormal through social media. Contrary to expectation, the findings showed that both social media marketing and electronic word of mouth has positives but insignificant effect on the purchase decision process. The finding of this study contributes to an understanding of the selected factors in affecting the customer decision process in Warunk UpNormal.

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Kepercayaan Lintas Generasi Dalam Penggunaan Social Media dan Electronic Word of Mouth

Jurnal Manajemen Bisnis ◽

10.38043/jmb.v16i4.2256 ◽

2019 ◽

Vol 16 (4) ◽

pp. 145

Author(s):

Dewa Ayu Ketut Bintang Arbina Swari ◽

Gede Sri Darma

Keyword(s):

Social Media ◽

Structural Equation ◽

Word Of Mouth ◽

Service Providers ◽

Online Marketing ◽

Purchase Decision ◽

Electronic Word Of Mouth ◽

Subjective Age ◽

Online Questionnaire ◽

Regression Weight

ABSTRACTThis study aims to examine how much influence the use of social media, electronic word of mouth and trust as an intermediary variable and about the factors that influence hotel consumer purchasing decisions in the digital era 4.0, where trust is an intermediate variable. The increasing number of competitors raises the enthusiasm of business people to further improve their services. Tourism is one sector that plays an important role in national economic growth. The current conditions faced by companies engaged in lodging service providers are how to change offline marketing strategies leading to online marketing to optimize room occupancy rates. The population used in this study is all Balinese people who are domestic consumers who have stayed at hotels in Bali. Data collection is done using the online questionnaire method through Google Form. The sampling method in this study is convenience sampling, where sampling is based on the availability of elements and the ease of obtaining them. The number of samples used in this study were 100 people. The analysis technique used to analyze the data is SEM (Structural Equation Model). The results of this study indicate, (1) the usage of social media variable to trust is a positive and significant effect that has a standardized estimate (regression weight) of 0.333, (2) the usage of social media variable to purchase decision involvement is a positive and significant effect that has a standardized estimate (regression weight) of 0.089, (3) the electronic word of mouth variable to trust is a positive and significant effect that has a standardized estimate (regression weight) of 0.315, (4) the electronic word of mouth variable to purchase decision involvement is a positive and significant effect which has a standardized estimate (regression weight) of 0.089, (5) the variable Subjective Age for trust is a positive and significant effect which has a standardized estimate (regression weight) of 0.439, (6) the variable Subjective Age to purchase decision involvement is a positive and significant effect that has standardize estimate (regression weight) of 0.319, (7) the variable trust in purchase decision involvement is a positive and significant effect that has a standardized estimate (regression weight) of 0.494.

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FENOMENA PENGGUNAAN MEDIA SOSIAL DAN PENGARUH TEMAN SEBAYA PADA GENERASI MILENIAL TERHADAP KEPUTUSAN PEMBELIAN

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v11i2.2950 ◽

2018 ◽

Vol 11 (2) ◽

pp. 275

Author(s):

Wikan Wiridjati ◽

Renny Risqiani Roesman

Keyword(s):

Social Media ◽

Peer Influence ◽

Millennial Generation ◽

Word Of Mouth ◽

Positive Impact ◽

Equation Modeling ◽

Purchase Decision ◽

Electronic Word Of Mouth ◽

Purchasing Decisions ◽

Media Usage

The purpose of this study is to expand research on purchasing decisions by millennial generation. For this purpose, this study empirically examines the influence of social media and peer influence directly on the purchase decision and indirectly through electronic word-of-mouth. The purposive sampling technique was used, the object of this research involves millennial generation with age criteria between 18 years to 35 years. The research is done by spreading questionnaires to 300 people with 75% respond rates. Structural equation modeling was used to examine the proposed model. Social media usage and peer influence have positive impact on purchase decision involvement and electronic word of mouth plays vital mediating role in this context. The result shows there is no significant effects from peer influence to the purchase decision, but there is significant effects from social media usage and electronic word of mouth. The most significant is coming from the electronic word of mouth. Engaging millennial generation consumers with social media campaigns and mobile technology development, such as Facebook ads, pages like ads, or ads on youtube can increase the value of purchasing decisions. Marketers need to pay attention to the mixed effects of using social media and eWOM.

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