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

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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Consumers’ Attitude towards Digital Social Responsibility: Impacts on Electronic Word of Mouth and Purchase Intention

Emerging Science Journal ◽

10.28991/esj-2022-06-01-05 ◽

2022 ◽

Vol 6 (1) ◽

pp. 64-74

Author(s):

Wilert Puriwat ◽

Suchart Tripopsakul

Keyword(s):

Social Media ◽

Social Responsibility ◽

Purchase Intention ◽

Structural Equation ◽

Word Of Mouth ◽

Electronic Word Of Mouth ◽

Online Questionnaire ◽

Digital Platforms ◽

The Impact ◽

The Relationship

Social responsibility is understood to be one of the crucial strategic responsibilities for organizations across the globe. In the digital era, firms have transformed social responsibility initiatives into digital platforms. This study aims to investigate the effects of digital social responsibility (DSR) on electronic word of mouth (eWOM) and purchase intention (PI) in the social media context. This survey research is based on 214 samples, collected via an online questionnaire as a research tool. Structural equation modelling has been used to validate the proposed hypotheses. The results show that perceived DSR has significant positive influence on consumers’ attitude (b = 0.408) and eWOM (b = 0.238). The mediation analysis indicates that consumers’ attitude partially mediates the relationship between DSR and eWOM (DE = 0.238, IE = 0.154), and fully mediates the relationship between DSR and PI (DE = 0.08, IE = 0.173). Since few previous studies have explored the impact of DSR toward eWOM and PI, our study confirms the effects of DSR on consumers’ attitudes and eWOM. This empirical study can provide managers with further understanding of the effects of DSR via social media on consumers’ attitude and eWOM. Our results should also encourage firms to implement DSR initiatives to enhance consumers’ positive attitudes and spread positive word of mouth about firms. Doi: 10.28991/ESJ-2022-06-01-05 Full Text: PDF

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

JOURNAL OF RESEARCH IN MANAGEMENT ◽

10.32424/jorim.v1i1.14 ◽

2018 ◽

Vol 1 (1) ◽

Author(s):

ANINDYA PRAMESTIARA ◽

RAHAB RAHAB

Keyword(s):

Social Media ◽

Research Method ◽

Word Of Mouth ◽

Brand Image ◽

Purchase Decision ◽

Sampling Techniques ◽

Purchase Decisions ◽

Electronic Word Of Mouth ◽

Exchange Information

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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PERAN EWOM DALAM MEMBENTUK BRAND ATTITUDE DAN PURCHASE INTENTION PADA BRAND ROLLOVER REACTION

Communcology Jurnal Ilmu Komunikasi ◽

10.21009/communicology.0602.02 ◽

2019 ◽

Vol 6 (2) ◽

pp. 17-34

Author(s):

Intan Syafira Gustia ◽

Amelia Natasha Hilal ◽

Sarah Annida Hanifa Hanum ◽

Nabila Cyrilla ◽

Nadia Kirana Paramita

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Word Of Mouth ◽

Brand Attitude ◽

Social Networking Site ◽

Equation Modeling ◽

Purchase Decision ◽

Product Reviews ◽

Electronic Word Of Mouth ◽

Using Data

ABSTRACT The purpose of this paper is to examine how user-generated positive social electronic word-of-mouth (eWOM) via Instagram affects brand attitude and, consequently, influences purchase intention of Rollover Reaction Lip Cream. The spending patterns of consumers, particularly decision-makers, have been affected to a substantial degree by the strong presence of brands on the web. eWOM, one among the shape of net product reviews, exercises extensive influence not only on the consumersâ€™ attitude towards the brand but also impacts their buying intentions. A survey-based empirical study was conducted to examine the influence of social eWOM on brand attitude and purchase intention of consumers. Structural equation modeling (SEM) was applied using data collected from 120 respondents comprising users of Instagram. The research established that user-generated positive eWOM on social networking site, Instagram has an influence on Brand attitude and Purchase intention, and Brand attitude was found to be the biggest influence on purchase intention. Keywords: Brand attitude, Purchase intention, Instagram, Online Shop, Social eWOM ABSTRAK Electronic Word Of Mouth adalah salah satu pendekatan pemasaran yang digunakan pada era media sosial saat ini. Cepatnya arus informasi membuat konsumen melakukan transaksi informasi mengenai brand yang mereka gunakan atau mereka sukai dengan bentuk interaksi online.Tujuan penelitian ini untuk melihat interaksi Electronic Word Of Mouth yang positif dari pengguna sosial media Instagram berdampak pada brand attitude dan juga purchase intention terhadap brand Lipcream Rollover Reaction. EWOM tidak hanya mempengaruhi sikap pengguna terhadap merek lipstik lokal ini tetapi juga mempengaruhi keinginan membeli para konsumen. Penelitian yang berdasarkan survei ini dilakukan untuk melihat dampak dari social eWOM terhadap brand attitude dan purchase intention Lip Cream merek Rollover Reaction. Structural Equation Modelling (SEM) digunakan untuk mengoleksi data 120 responden yang merupakan pengguna Instagram. Riset ini menemukan bahwa sosial eWOM positif dari pengguna instagram memiliki pengaruh terhadap brand attitude. Social eWOM positif juga memengaruhi purchase decision dari produk Lip Cream Rollover Reaction. Dari hasil temuan kami, ternyata brand attitude memiliki pengaruh terbesar terhadap purchase decision. Kata Kunci: Instagram, eWOM, Brand attitude, Purchase intention, Social eWOM

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INFLUENCE OF SOCIAL MEDIA MARKETING, ELECTRONIC WORD OF MOUTH AND CONSUMER ENGAGEMENT TO BRAND LOYALTY IN INDONESIA GRAB COMPANY

International Journal of Business and Social Science Research ◽

10.47742/ijbssr.v2n2p3 ◽

2021 ◽

pp. 16-26

Author(s):

Bismoaziiz Bismoaziiz ◽

Usep Suhud ◽

Saparuddin Saparuddin

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Structural Equation ◽

Quantitative Research ◽

Word Of Mouth ◽

Social Media Marketing ◽

Analysis Tool ◽

Electronic Word Of Mouth ◽

Exogenous Variables ◽

Endogenous Variables

This study aims to analyze social media marketing, electronic word of mouth, and consumer attachment to brand loyalty in Grab Indonesia. The research design used is quantitative research with a causal approach that examines the effect of exogenous variables (social media marketing, electronic word of mouth, and consumer attachment) on endogenous variables (brand loyalty). The population in this study were consumers of social media followers (Instagram) grab with an infinite number, therefore sampling was carried out using purposive sampling with the consideration of respondents as followers of Instagram grab with a minimum period of following is 6 months and has given "likes" to the grab Instagram posts. The sample used in this study were consumers of online transportation companies (grab) as many as 300 respondents. This research analysis tool uses a structural equation model (SEM). The results showed that the exogenous variables (social media marketing, electronic word of mouth, and consumer attachment) positively and significantly affect endogenous variables (brand loyalty). The variable that has the highest value in influencing brand loyalty is social media marketing. Meanwhile, the variable that directly influences brand loyalty with the lowest regression coefficient is electronic word of mouth.

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Impact of gender on the acceptance of electronic word-of-mouth (eWOM) information in Spain

Contaduría y Administración ◽

10.22201/fca.24488410e.2018.1428 ◽

2018 ◽

Vol 63 (4) ◽

pp. 61

Author(s):

Javier A. Sánchez Torres ◽

Francisco-Javier Arroyo-Cañada ◽

Maria-Llüisa Solé-Moro ◽

Ana Argila-Irurita

Keyword(s):

Social Networking Sites ◽

Structural Equation ◽

Equation Model ◽

Online Marketing ◽

Reputation Management ◽

Purchase Decision ◽

Decision Making Process ◽

Online Questionnaire ◽

Males And Females ◽

Acceptance Model

The aim of this paper is to explore the differences between males and females in the acceptance of eWOM information. For this purpose, the Information Acceptance Model (IACM), which addresses the characteristics that are evaluated in the use and attitude towards the use of information and play a role in the purchase decision-making process, as demonstrated in the literature, has been used as a reference. An empirical model, which is expected to be validated from the information collected through an online questionnaire completed by 271 users of social networking sites in Spain, has been used. A structural equation model (SEM) is introduced to calculate the measurement structure of the variables and the relationships between them. This paper provides useful insights into the understanding of the differences in the behaviour of males and females regarding online eWOM, and therefore could imply differentiated online marketing and reputation management activities.

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PENGARUH PACKAGING, SOCIAL MEDIA MARKETING DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN BUSANA BRAND LOKAL [THE EFFECT OF PACKAGING, SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON PURCHASE DECISIONS ON LOCAL BRAND FASHION]

DeReMa (Development Research of Management) Jurnal Manajemen ◽

10.19166/derema.v15i2.2445 ◽

2020 ◽

Vol 15 (2) ◽

pp. 244

Author(s):

Theophilus Alpha Kristiawan ◽

Keni Keni

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Least Squares ◽

Partial Least Squares ◽

Structural Equation ◽

Word Of Mouth ◽

Social Media Marketing ◽

Equation Modeling ◽

Electronic Word Of Mouth ◽

Purchasing Decisions

This research aims to verify effect of packaging, social media marketing and electronic word of mouth (eWOM) on purchasing decisions. The sample in this research was 236 consumers of local brand clothing in DKI Jakarta province, who uses social media. Sampling using probability sampling method. Data analysis techniques in this research used the Partial Least Squares - Structural Equation Modeling (PLS - SEM) approach. Based on the results of the analysis, the results obtained if social media marketing and electronic word of mouth have a positive and significant influence on purchasing decisions, while packaging has no positive and insignificant influence. The results of this study can provide information to companies about packaging, social marketing media and EWOM to increase local brand clothing sales. This research is the first study conducted to look at the effect of packaging, social media marketing and EWOM on the decision to purchase local brand clothing.Abstrak dalam Bahasa Indonesia. Penelitian ini bertujuan untuk menguji pengaruh kemasan, pemasaran media sosial dan electronic word of mouth (eWOM) terhadap keputusan pembelian. Sampel pada penelitian ini adalah 236 konsumen busana merek lokal di provinsi DKI Jakarta, yang menggunakan media sosial. Pengambilan sampel menggunakan metode probability sampling. Teknik analisis data pada penelitian ini menggunakan pendekatan Partial Least Squares – Structural Equation Modeling (PLS – SEM). Berdasarkan hasil analisis, diperoleh hasil jika pemasaran media sosial dan electronic word of mouth memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan kemasan tidak memiliki pengaruh positif dan tidak signifikan. Hasil penelitian ini dapat memberikan informasi kepada perusahaan busana merek lokal mengenai kemasan, pemasaran media sosial dan EWOM untuk meningkatkan penjualan busana merek lokal. Penelitian ini merupakan penelitian pertama yang dilakukan untuk melihat pengaruh dari kemasan, pemasaran media sosial dan EWOM pada keputusan pembelian busana merek lokal.

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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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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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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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Does Electronic word-of-mouth (eWOM) on Social Media leads to Information Adoption? Empirical Evidence from the Emerging Markets!

International Journal of Recent Technology and Engineering - 2 ◽

10.35940/ijrte.d8064.118419 ◽

2019 ◽

Vol 8 (4) ◽

pp. 3281-3288 ◽

Cited By ~ 2

Keyword(s):

Social Media ◽

Perceived Risk ◽

Structural Equation ◽

Word Of Mouth ◽

Influential Factors ◽

Adoption Process ◽

Electronic Word Of Mouth ◽

Consumer Decision Making ◽

Mediation Effects ◽

Information Adoption

With the amplification in online retailing, electronic word-of-mouth (eWOM) is reckoned to be one of the most influential factors in consumers online purchase behaviours. Prior studies have emphasized on determining the effects of eWOM using discussion forums, shopping websites, consumer review websites and blogs as the platforms; but the current study has focused to investigate eWOM effects in the social media context. Congruently, before the purchase intentions and consumer decision making endeavours are executed, it is necessary to investigate the propensity of information being adopted by the consumers. In this regard, the study focused on how eWOM has been making an impact on the information adoption process of consumers. Sequential mediation effects of perceived risk, argument quality, information usefulness, and trust have been determined among eWOM and information adoption. The data was collected from 346 online shoppers using non-probability convenience sampling technique. Structural Equation Modelling on Mplus software was conducted for substantiating causality among constructs. Results attained affirmed the established theoretical relationships.

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