PENGARUH ELECTRONIC WORD OF MOUTH (e-WOM) DI MEDIA SOSIAL FACEBOOK TERHADAP KEPUTUSAN PEMBELIAN

2021 ◽  
Vol 14 (1) ◽  
pp. 63-76
Author(s):  
Antonio E.L. Nyoko ◽  
Anthonia Debora Dila Semuel
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Test Reliability ◽  
Coefficient Of Determination ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
Questionnaire Method ◽  
Word Of Mouth Communication

The development of information technology and the internet is currently developing very widely. This greatly affects the lifestyle of most humans at this time. The internet is an important part of everyday life in terms of accessing existing social media. Changes also occur in WOM (Word Of Mouth) communication. Through e-WOM communication, WOM behavior in social media, consumers can obtain information and exchange opinions about products and services. The purpose of this research is to investigate the effect of e-WOM in social media Facebook towards Purchasing Decision on Muca Cafe Kupang. The variables in this study are the independent variable; e-WOM (Intensity, Valence of Opinion, Content) and the dependent variable; Purchasing Decision. The population in this study were consumers who befriended in social media Facebook with Muca Cafe, with a sample of 100 respondents conducted by purposive sampling method. Data collection techniques in this study using the questionnaire method. The instruments were applied Validity Test, Reliability Test, Classic Assumption Test, and Hypothesis Testing using t-Test and F Test. Data analysis techniques used Descriptive Statistics, Multiple Linear Regression, and Coefficient of Determination. The result of this study indicates e-WOM through social media Facebook has a significant effect on Purchasing Decision. Thus, Muca Café should optimize its social media Facebook to attract many consumers. Keywords: Content, Electronic Word Of Mouth, Intensity, Purchasing Decisions, Valence of Opinion

Electronic Word-of-Mouth (eWOM) and Its Influence on Book Purchasing Decisions

2013 ◽  
pp. 156-172 ◽  
Author(s):  
Angela Lin ◽  
Jonathan Foster
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Source Credibility ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Research Questions ◽  
Online Book ◽  
Selection Of

Electronic word-of-mouth (eWOM) is playing an increasingly influential role in informing consumers’ purchasing decisions. Previously confined to seeking information from a small group of family and friends, consumers are now able via the Internet and social media, to draw on the contributions of a much larger group of other consumers. This chapter presents findings from a content analysis of a selection of book readers’ contributions to the Anobii Digital Bookshelf review site. The research questions guiding this analysis are: do online book reviews influence consumers’ book purchasing decisions? What conditions affect the influence of online book reviews? What are the consequences of online book reviews for consumers’ book purchasing decisions? The evidence from this study suggests that online book reviews play an influential role in the majority of Anobii members’ purchasing decisions; and that the opinions of other readers are sought primarily because of their perceived independence. Findings in relation to the informational and social attributes of book reviews, along with their framing are also presented. The chapter concludes with discussing the implications of the study for the implementation and use of eWOM, including the need to differentiate between different consumer types, being cognizant of the issue of source credibility, and the informational and social attributes that contribute to this, and of possible social and technological biases.

scholarly journals Pengaruh e-WOM (Electronic Word of Mouth) Terhadap Keputusan Pembelian online di Daerah Istimewa Yogyakarta

2020 ◽  
Vol 15 (1) ◽  
Author(s):  
Hardoko Hardoko
Keyword(s):  
Word Of Mouth ◽  
Sampling Technique ◽  
Internet Technology ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Internet Users ◽  
Internet Media ◽  
Use Of The Internet ◽  
Word Of Mouth Communication ◽  
Special Region

Transactions with internet media in Indonesia have experienced rapid growth along with the increasing use of the internet in Indonesia. In 2018 internet users in Indonesia reached 171.17 million users, or 64.8% of the population of Indonesia. Of these, 96% of internet users in Indonesia have made transactions with internet media. Word of mouth communication is transformed into E-WOM (electronic word of mouth) along with the development of internet technology at this time. The purpose of this study is to analyze the dimensions of e-Wom, namely the effect of intensity (intensity), valence of opinion (content of opinion) and content (content) on online purchasing decisions in the Special Region of Yogyakarta. The sampling method used in this study was non-probability sampling using purposive sampling technique for a sample of 100 respondents scattered in Sleman, Yogyakarta, Bantul, Kulonprogo and Gunungkidul. Data analysis in this research uses Multiple Linear Regression. The results of this study indicate that valence of opinion and content are variables that have a positive and significant influence on online purchasing decisions in the Special Region of Yogyakarta. While the intensity variable has a positive but not significant effect on online purchasing decisions in the Special Region of Yogyakarta. 24.6% of online purchasing decisions in the Special Region of Yogyakarta are influenced jointly by intensity, valence of opinion and content, the rest by other reasons

scholarly journals Pengaruh Ephemeral Content dan E-WOM terhadap Purchase Intention Millenial Customers pada UMKM Industri Kuliner di Surabaya

2021 ◽  
Vol 19 (2) ◽  
Author(s):  
Santho Vlennery Mettan ◽  
Aldo Hardi Sancoko
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
The Other ◽  
The Internet ◽  
Purchasing Decisions ◽  
Left Behind ◽  
Digital Era ◽  
Other Hand ◽  
Social Media Platforms

Indonesian’s Millennials are estimated to reach 70% of the productive population in 2020-2030 (BPS 2018), who cannot be separated from the internet and social media (Harahap 2017). Due to this fact, (Hsu 2018) and (Benini 2018) claim that millennials are afraid of being left behind by ephemeral content which will disappear within 24 hours so that many social media platforms are equipped with these temporary content features and companies are using temporary content strategies to reach more consumers. SMEs on the other hand have low knowledge of ephemeral content, even though 84% of millennials buy products due to the influence of social media, where ephemeral content lies within (Boen 2016). In the other hand, word-of-mouth has a significant impact on customer purchasing decisions until now. Along with the change to the digital era, word-of-mouth is being accelerated with the help of the internet, it called e-WOM, where many businesses use social media or other online platforms to promote business. The results showed that the two variables of ephemeral content and word-of-mouth with the help of the internet had a significant effect on customer purchase intentions, especially the millennial customer for SMEs in Surabaya City. In the future, by implementing ephemeral content in SMEs media social will increases their customer’s e-WOM.

scholarly journals The Influence Of Promotion Strategy Through Online Marketing And Word Of Mouth Marketing On The Purchasing Decision Of Zeneos Brand Tire Products PT Gajah Tunggal Tbk. (Case Study at 8 semester Pamulang University Students, Majoring in Management Program for Academic Year 2018/2019)

2020 ◽  
Vol 3 (3) ◽  
pp. 77
Author(s):  
Eko Juniharto ◽  
Ali Mubarok ◽  
Arief Budi Santoso
Keyword(s):  
University Students ◽  
Word Of Mouth ◽  
Management Program ◽  
Online Marketing ◽  
Test Reliability ◽  
Coefficient Of Determination ◽  
Purchasing Decisions ◽  
Promotion Strategy ◽  
Promotional Strategies ◽  
Academic Year

Abstract. The purpose of this research is to find out and provide empirical evidence of the influenceof promotional strategies through online marketing and word of mouth marketing partially andsimultaneously on the decision to purchase Zeneos brand motorcycle tire products from PT GajahTunggal Tbk. at Pamulang University in 8 Semester Students, majoring in Management StudyProgram Faculty of Economics, Academic Year 2018/2019. The sampling method uses simple randomsampling technique with the type of research used is associative quantitative. The sample used was100 respondents namely Pamulang University Students 8 Semester, majoring in Management StudyProgram Faculty of Economics, Academic Year 2018/2019. While the data collection method uses thequestionnaire (questionnaire) method. Data analysis methods are validity test, reliability test, classicassumption test, multiple linear regression, correlation, coefficient of determination, and hypothesistesting (partial and simultaneous).The results of this study indicate that there is a positive andsignificant effect both partially and simultaneously between promotional strategies through onlinemarketing and word of mouth marketing on purchasing decisions for Zeneos motorcycle tire productsfrom PT Gajah Tunggal Tbk. at Pamulang University Students Semester 8, S1 Management StudyProgram Faculty of Economics, Academic Year 2018/2019, this is indicated by the results of the t testand f test with a significance value below 0.05.Keywords: Online Marketing; Word of Mouth Marketing; Purchasing Decisions.

Antecedents, Motivations, and Consequences of Electronic Word-of-Mouth Communication for Consumers

2020 ◽  
pp. 106-132
Author(s):  
Raife Meltem Yetkin Özbük
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Word Of Mouth ◽  
Digital Economy ◽  
Decision Making Process ◽  
Electronic Word Of Mouth ◽  
Comprehensive Understanding ◽  
Word Of Mouth Communication ◽  
Communication Methods ◽  
Share Information

The advent of internet-based technologies and social media has drastically affected how people communicate and share information. Electronic word-of-mouth (E-WOM) communication is one of those communication methods, and it has attracted the attention of scholars because of its effects on the consumer's decision-making process. However, there is a fragmentation of the E-WOM communication literature because of the broad range of platforms and different E-WOM formats. Therefore, the purpose of this chapter is to provide a comprehensive understanding of the antecedents, motivations, and consequences of E-WOM communication for consumers in the digital economy.

Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication

2021 ◽  
pp. 1328-1345
Author(s):  
Francesca Di Virgilio ◽  
Gilda Antonelli
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Purchase ◽  
Social Media Platforms ◽  
Word Of Mouth Communication

Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.

The strength of no-tie relationships: Political leaders’ Instagram posts and their followers’ actions and views

First Monday ◽  
2020 ◽  
Author(s):  
John Parmelee ◽  
Nataliya Roman
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Opinion Leadership ◽  
Tie Strength ◽  
Electronic Word Of Mouth ◽  
Political Leaders ◽  
Political Views ◽  
Word Of Mouth Communication ◽  
The Relationship

Drawing on research into electronic word-of-mouth communication, tie strength, and homophily, this study examines the actions of those who follow political leaders on Instagram as well as followers’ perceptions of the influence leaders’ posts have on their political views. The influence of leaders’ posts, as measured by a survey of followers, was also compared with strong-tie sources of opinion leadership, such as friends and family, and weak-tie sources, including co-workers and acquaintances. Findings indicate that posts from leaders whom followers usually agree with are seen as influencing followers’ views more than any other source, which is noteworthy given the nonexistent nature of the relationship. Implications for the study of tie strength on social media are also discussed.

scholarly journals Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Baso Aci Akang Citra Raya Tangerang

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 75
Author(s):  
Dini Anindya Julianti ◽  
Ahmad Junaidi
Keyword(s):  
Word Of Mouth ◽  
Conversion Coefficient ◽  
Coefficient Of Determination ◽  
Survey Method ◽  
Purchase Decision ◽  
Purchasing Decisions ◽  
Purchasing Decision ◽  
A Company ◽  
Simple Regression ◽  
Formulation Of Problems

In a business competition that is more competitive. Of course a company must have a promotion which is effective for the company. And then, for an effective promotion you need to consider a product. So, one of the effective marketing is a promotion which is called "Word of Mouth". This effective promotion (Word of Mouth) is very important for increasing the purchase of a product or service from a company. Therefore the study of the titled "The Effect of Word of Mouth on the Purchasing Decision of Baso Aci Akang Citra Raya Tangerang" has the formulation of problems does the communication of Word of Mouth have an effect on the Purchasing Decision of Baso Aci Akang?. And the purpose of this study was to study the effect of "the Word of Mouth" on the Aci Akang Baso Purchase Decision. The main theories used in this research are word of mouth and purchasing decisions. The research method used is the ex flanative survey method involving associative with the technique of taking the questionnaire into an instrument with as many as 100 correspondents. After the questionnaire is distributed, an analysis of validity, reliability, normality, conversion coefficient, coefficient of determination, simple regression, and hypothesis testing or t test. And the results of this research revealed the fact of word of mouth on the purchasing decision of Baso Aci Akang Citra Raya outlet, Tangerang. Then, it showed that "word of mouth" has a strong effect on purchasing decisions. Dalam persaingan bisnis yang lebih kompetitif. Tentu saja sebuah perusahaan harus memikirkan sebuah promosi yang efektif untuk perusahaannya. Untuk sebuah promosi yang efektif tentu saja perlu sebuah keyakinan terhadap suatu produk. Salah satu pemasaran yang efektif adalah sebuah promosi mulut ke mulut atau Word of Mouth. Promosi yang efektif ini sangat penting dalam peningkatan pembelian produk atau jasa dari sebuah perusahaan. Penelitian dengan berjudul “Pengaruh Word of Mouth Terhadap Keputusan Pembelian Baso Aci Akang Citra Raya Tangerang memiliki rumusan masalah apakah terdapat pengaruh Komunikasi Word of Mouth terhadap Keputusan Pembelian Baso Aci Akang. Tujuan dilakukannya penelitian ini adalah untuk mengetahui pengaruh Word of Mouth Akan terhadap Keputusan Pembelian Baso Aci Akang. Teori utama yang digunakan dalam penelitian ini adalah word of mouth dan keputusan pembelian. Metode penelitian yang digunakan yaitu metode survei eksplanasi yang bersifat assosiatif dengan Teknik pengambilan kuesioner menjadi instrumen dengan responden sebanyak 100 koresponden. Setelah kuesioner disebarkan, dilakukan analisis validitas, reliabilitas, normalitas, koefisien korelasi, koefisien determinasi, regresi sederhana, dan uji hipotesis atau uji t. Hasil penelitian mengungkapkan bahwa pengaruh word of mouth terhadap keputusan pembelian Baso Aci Akang outlet Citra Raya, Tangerang. menunjukan sebuah pengaruh word of mouth terhadap keputusan pembelian kuat.

Consumer Behavior, Trust, and Electronic Word-of-Mouth Communication

2018 ◽  
pp. 58-80 ◽  
Author(s):  
Francesca Di Virgilio ◽  
Gilda Antonelli
Keyword(s):  
Social Media ◽  
Consumer Behavior ◽  
Theory Of Planned Behavior ◽  
Planned Behavior ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Online Purchase ◽  
Social Media Platforms ◽  
Word Of Mouth Communication

Social media platforms have become a major forum for consumers to interact with firms and other individuals. Drawing on both the customer-dominant logic and the theory of planned behavior, the present chapter aims to advance understanding and encourage research on the variables that drive consumers' online purchase intention. Al though there is a general agreement in recognizing the importance of social media platforms as a source of information about consumer behavior, a complete theorization of the variables that affect the relation between behavioral intention and online purchase intention is still lacking. The proposed theoretical model is an extension of the theory of planned behavior and incorporates trust and electronic word-of-mouth communication as part of the customers' online purchase intention. Finally, the theoretical and managerial implications are further discussed.

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