PENGARUH EWOM DAN KESADARAN MEREK DALAM MEMBENTUK NIAT MEMBELI PRODUK ELEKTRONIK DI E-COMMERCE
Abstract
Perkembangan teknologi mendorong UMKM untuk memasarkan produknya secara online melalui e-commerce. Adanya penambahan jumlah penjual di e-commerce mendorong terjadinya persaingan antar merek. Walaupun terdapat penelitian-penelitian yang mengungkapkan bahwa menciptakan eWOM dan membangun kesadaran merek merupakan kunci penting untuk bersaing di e-commerce, beberapa penelitian terbaru menunjukkan terdapatnya kesenjangan hasil penelitian. Oleh karena itu, penelitian ini dilakukan dalam rangka menganalisis pengaruh eWOM dan kesadaran merek terhadap niat membeli di e-commerce, khususnya pada produk elektronik. Sejumlah 100 sampel dikumpulkan untuk diuji menggunakan teknik Strucutral Equation Modeling-Partial Least Square (SEM-PLS). Penelitian memberikan hasil bahwa eWOM dan kesadaran merek memiliki pengaruh yang positif terhadap niat membeli produk elektronik di e-commerce. Penelitian ini juga membuktikan bahwa eWOM memiliki peran yang vital dalam membentuk kesadaran merek.
References
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Abubakar, A. M., Ilkan, M., & Sahin, P. (2016). eWOM, eReferral and gender in the virtual community. Marketing Intelligence and Planning, 34(5), 692–710. https://doi.org/10.1108/MIP-05-2015-0090
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CNNIndonesia. (2021). UMKM Masuk E-Commerce di RI Tambah 6,5 Juta. https://www.cnnindonesia.com/ekonomi/20210807160341-92-677709/umkm-masuk-e-commerce-di-ri-tambah-65-juta
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Daugherty, M. L. (2021). Small business marketing strategies for physical therapy practice owners. International Journal of Healthcare Management, 14(3), 710–716. https://doi.org/10.1080/20479700.2019.1692505
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Fatta, D. Di, Gera, N., & Mishra, N. K. (2019). Buying intention, acceptability and frequency of purchase: Analysing their determinants using SEM. International Journal of Electronic Marketing and Retailing, 10(4), 406–424. https://doi.org/10.1504/IJEMR.2019.104215
Gilitwala, B., & Nag, A. K. (2021). Factors Influencing Youngsters’ Consumption Behavior on High-End Cosmetics in China. Journal of Asian Finance, Economics and Business, 8(1), 443–450. https://doi.org/10.13106/jafeb.2021.vol8.no1.443
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context. Canadian Journal of Administrative Sciences, 27, 5–23.
Hair, J. F., Hult, G. T. M., Ringle, C., Sarstedt, M., Danks, N., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. In Springer. Springer.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hasan, M., & Sohail, M. S. (2020). The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands. Journal of International Consumer Marketing, 1–18. https://doi.org/10.1080/08961530.2020.1795043
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5), 342–351. https://doi.org/10.1108/JPBM-05-2013-0299
Jattamart, A., Kwangsawad, A., & Boonkasem, K. (2019). Factors influencing the intentions of customer with regard to the use of E-WOM behavior to promote the use of E-commerce websites. Technology Innovation Management and Engineering Science International Conference, 1–5. https://doi.org/10.1109/TIMES-iCON47539.2019.9024662
Jayanti, D. D., Welsa, H., & Cahyani, P. D. (2020). Pengaruh Electronic Word of Mouth Dan Celebrity Endorsment Terhadap Purchase Intention Dengan Brand Image Sebagai Variabel Intervening. Jurnal Ilmiah MEA (Manajemen, Ekonomi Dan Akuntansi), 4(1), 106–113. http://download.garuda.ristekdikti.go.id/article.php?article=1490064&val=12596&title=ANALISIS KOMPARATIF PENGUKURAN KINERJA ENTITAS SYARIAH DENGAN BALANCE SCORECARD DAN MASLAHAH SCORECARD
Keller, K. L. (2013). Strategic Brand Management (4e ed.). Pearson.
Kim, H. K., & Lee, T. J. (2018). Brand equity of a tourist destination. Sustainability (Switzerland), 10(2), 1–21. https://doi.org/10.3390/su10020431
Kotler, P., & Keller, K. lane. (2016). Marketing Management (15th ed.). Pearson.
Kursan Milaković, I., Anić, I. D., & Mihić, M. (2020). Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population. Economic Research-Ekonomska Istrazivanja , 33(1), 1667–1684. https://doi.org/10.1080/1331677X.2020.1756373
Ladhari, R., & Michaud, M. (2015). EWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 46, 36–45. https://doi.org/10.1016/j.ijhm.2015.01.010
Liew, Y. S., & Falahat, M. (2019). Factors influencing consumers’ purchase intention towards online group buying in Malaysia. International Journal of Electronic Marketing and Retailing, 10(1), 60–77. https://doi.org/10.1504/IJEMR.2019.096627
Malhotra, N. K. (2020). Marketing Research: An Applied Orientation. In Pearson (7th ed.). Pearson. https://doi.org/10.2307/3151953
Maulana, N., Saftari, I. J., & Batu, R. L. (2021). PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI OLEH BRAND TRUST PADA BUKALAPAK Nugraha. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 5(3), 2327–2341.
Mehyar, H., Saeed, M., Al-Ja’afreh, H. B. A., & Al-Adaileh, R. (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98(2), 183–193.
Moriset, B. (2020). e-Business and e-Commerce. International Encyclopedia of Human Geography, 4(2), 1–10. https://doi.org/10.1016/b978-0-08-102295-5.10044-7
Plidtookpai, N., & Yoopetch, C. (2021). The electronic word-of-mouth (Ewom) trustworthiness, brand image and other determinants of purchase intention of the middle class to luxury hotel services. Kasetsart Journal of Social Sciences, 42(1), 61–68. https://doi.org/10.34044/j.kjss.2021.42.1.10
Ponte, E. B., Trujillo, E. C., & Rodríguez, T. E. (2015). Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tourism Management, 47, 286–302. https://doi.org/10.1016/j.tourman.2014.10.009
Putri, M. E., Sucahyo, Y. G., & Gandhi, A. (2020). Unveiling purchase intention for .id domain using e-wom adoption on social media. International Conference on Informatics and Computing, 1–6. https://doi.org/10.1109/ICIC50835.2020.9288600
Roy, G., Datta, B., Mukherjee, S., & Basu, R. (2021). Effect of eWOM stimuli and eWOM response on perceived service quality and online recommendation. Tourism Recreation Research, 46(4), 457–472. https://doi.org/10.1080/02508281.2020.1809822
Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior (11th ed.). Pearson.
Seo, E. J., Park, J. W., & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability (Switzerland), 12(4), 1–18. https://doi.org/10.3390/su12041691
Shaari, H., Hamid, S. N. S. A., & Mabkhot, H. A. (2022). Millennials’ Response Toward Luxury Fashion Brands: The Balance Theory’s Perspective. Gadjah Mada International Journal of Business, 24(1), 101–126. https://doi.org/10.22146/gamaijb.66352
Sharifpour, Y., Khan, M. N. A. A., Alizadeh, M., RahimAkhgarzadeh, M., & Mahmodi, E. (2016). The influence of electronic word-of-mouth on consumers’ purchase intentions and brand awareness in Iranian telecommunication industry. International Journal of Supply Chain Management, 5(3), 133–141.
So, I. G., Simamora, B. H., Natalia, & Steven. (2015). The influence of website quality, brand awareness and perceived product quality on purchase intention of video games online store. International Conference on Technology, Informatics, Management, Engineering & Environment, 31–33. https://doi.org/10.1109/TIME-E.2015.7389743
Solomon, M. R. (2020). Consumer Behavior (13th ed.). Pearson.
Tamrin, M. H., & Huda, N. (2021). The effect of incentivized electronic word-of-mouth (ewom) on consumer purchase intention. Journal of Management and Entrepreneurship Research, 2(1), 10–18.
Wang, M. C. H., Wang, E. S. T., Cheng, J. M. S., & Chen, A. F. L. (2009). Information quality, online community and trust: A study of antecedents to shoppers’ website loyalty. International Journal of Electronic Marketing and Retailing, 2(3), 203–219. https://doi.org/10.1504/IJEMR.2009.021806
Washburn, J. H., & Plank, R. E. (2002). Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale. Journal of Marketing Theory and Practice, 10(1), 46–62. https://doi.org/10.1080/10696679.2002.11501909
Wijaya, O. Y. A., Sulistiyani, Pudjowati, J., Kartikawati, T. S., Kurniasih, N., & Purwanto, A. (2021). The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from indonesian smartphone consumers. International Journal of Data and Network Science, 5(3), 231–238. https://doi.org/10.5267/j.ijdns.2021.6.011
Yang, Z., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41, 1–9. https://doi.org/10.1016/j.elerap.2020.100980
Zeithaml, V. A. (1983). Antithymocyte globulin reacts with many normal human cell types. Journal of Marketing, 62(5), 1047–1054. https://doi.org/10.1182/blood.v62.5.1047.1047
Abubakar, A. M., Ilkan, M., & Sahin, P. (2016). eWOM, eReferral and gender in the virtual community. Marketing Intelligence and Planning, 34(5), 692–710. https://doi.org/10.1108/MIP-05-2015-0090
Adwan, A. S. Al, Kokash, H., Al Adwan, A., Alhorani, A., & Yaseen, H. (2020). Building customer loyalty in online shopping: The role of online trust, online satisfaction and electronic word of mouth. International Journal of Electronic Marketing and Retailing, 11(3), 278–306. https://doi.org/10.1504/IJEMR.2020.108132
Amelia, F. R., & Eman, S. (2021). Pengaruh kredibilitas endorser Agnes Monica, brand awareness dan perceived quality terhadap keputusan pembelian produk Tolak Angin Cair. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntasi), 5(1), 1247–1269.
Azzari, V., & Pelissari, A. (2020). Does brand awareness influences purchase intention? The mediation role of brand equity dimensions. Brazilian Business Review, 17(6), 669–685. https://doi.org/10.15728/BBR.2020.17.6.4
Clow, K. E., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications (8th ed.). Pearson.
CNNIndonesia. (2021). UMKM Masuk E-Commerce di RI Tambah 6,5 Juta. https://www.cnnindonesia.com/ekonomi/20210807160341-92-677709/umkm-masuk-e-commerce-di-ri-tambah-65-juta
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 1–9. https://doi.org/10.1016/j.jretconser.2019.101966
Daugherty, M. L. (2021). Small business marketing strategies for physical therapy practice owners. International Journal of Healthcare Management, 14(3), 710–716. https://doi.org/10.1080/20479700.2019.1692505
DetikFinance. (2021). Perkembangan e-Commerce di Indonesia. https://finance.detik.com/berita-ekonomi-bisnis/d-5484706/merunut-perkembangan-e-commerce-di-indonesia
Fatta, D. Di, Gera, N., & Mishra, N. K. (2019). Buying intention, acceptability and frequency of purchase: Analysing their determinants using SEM. International Journal of Electronic Marketing and Retailing, 10(4), 406–424. https://doi.org/10.1504/IJEMR.2019.104215
Gilitwala, B., & Nag, A. K. (2021). Factors Influencing Youngsters’ Consumption Behavior on High-End Cosmetics in China. Journal of Asian Finance, Economics and Business, 8(1), 443–450. https://doi.org/10.13106/jafeb.2021.vol8.no1.443
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context. Canadian Journal of Administrative Sciences, 27, 5–23.
Hair, J. F., Hult, G. T. M., Ringle, C., Sarstedt, M., Danks, N., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. In Springer. Springer.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hasan, M., & Sohail, M. S. (2020). The Influence of Social Media Marketing on Consumers’ Purchase Decision: Investigating the Effects of Local and Nonlocal Brands. Journal of International Consumer Marketing, 1–18. https://doi.org/10.1080/08961530.2020.1795043
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22(5), 342–351. https://doi.org/10.1108/JPBM-05-2013-0299
Jattamart, A., Kwangsawad, A., & Boonkasem, K. (2019). Factors influencing the intentions of customer with regard to the use of E-WOM behavior to promote the use of E-commerce websites. Technology Innovation Management and Engineering Science International Conference, 1–5. https://doi.org/10.1109/TIMES-iCON47539.2019.9024662
Jayanti, D. D., Welsa, H., & Cahyani, P. D. (2020). Pengaruh Electronic Word of Mouth Dan Celebrity Endorsment Terhadap Purchase Intention Dengan Brand Image Sebagai Variabel Intervening. Jurnal Ilmiah MEA (Manajemen, Ekonomi Dan Akuntansi), 4(1), 106–113. http://download.garuda.ristekdikti.go.id/article.php?article=1490064&val=12596&title=ANALISIS KOMPARATIF PENGUKURAN KINERJA ENTITAS SYARIAH DENGAN BALANCE SCORECARD DAN MASLAHAH SCORECARD
Keller, K. L. (2013). Strategic Brand Management (4e ed.). Pearson.
Kim, H. K., & Lee, T. J. (2018). Brand equity of a tourist destination. Sustainability (Switzerland), 10(2), 1–21. https://doi.org/10.3390/su10020431
Kotler, P., & Keller, K. lane. (2016). Marketing Management (15th ed.). Pearson.
Kursan Milaković, I., Anić, I. D., & Mihić, M. (2020). Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population. Economic Research-Ekonomska Istrazivanja , 33(1), 1667–1684. https://doi.org/10.1080/1331677X.2020.1756373
Ladhari, R., & Michaud, M. (2015). EWOM effects on hotel booking intentions, attitudes, trust, and website perceptions. International Journal of Hospitality Management, 46, 36–45. https://doi.org/10.1016/j.ijhm.2015.01.010
Liew, Y. S., & Falahat, M. (2019). Factors influencing consumers’ purchase intention towards online group buying in Malaysia. International Journal of Electronic Marketing and Retailing, 10(1), 60–77. https://doi.org/10.1504/IJEMR.2019.096627
Malhotra, N. K. (2020). Marketing Research: An Applied Orientation. In Pearson (7th ed.). Pearson. https://doi.org/10.2307/3151953
Maulana, N., Saftari, I. J., & Batu, R. L. (2021). PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI OLEH BRAND TRUST PADA BUKALAPAK Nugraha. Jurnal Ilmiah MEA (Manajemen, Ekonomi, Dan Akuntansi), 5(3), 2327–2341.
Mehyar, H., Saeed, M., Al-Ja’afreh, H. B. A., & Al-Adaileh, R. (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98(2), 183–193.
Moriset, B. (2020). e-Business and e-Commerce. International Encyclopedia of Human Geography, 4(2), 1–10. https://doi.org/10.1016/b978-0-08-102295-5.10044-7
Plidtookpai, N., & Yoopetch, C. (2021). The electronic word-of-mouth (Ewom) trustworthiness, brand image and other determinants of purchase intention of the middle class to luxury hotel services. Kasetsart Journal of Social Sciences, 42(1), 61–68. https://doi.org/10.34044/j.kjss.2021.42.1.10
Ponte, E. B., Trujillo, E. C., & Rodríguez, T. E. (2015). Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tourism Management, 47, 286–302. https://doi.org/10.1016/j.tourman.2014.10.009
Putri, M. E., Sucahyo, Y. G., & Gandhi, A. (2020). Unveiling purchase intention for .id domain using e-wom adoption on social media. International Conference on Informatics and Computing, 1–6. https://doi.org/10.1109/ICIC50835.2020.9288600
Roy, G., Datta, B., Mukherjee, S., & Basu, R. (2021). Effect of eWOM stimuli and eWOM response on perceived service quality and online recommendation. Tourism Recreation Research, 46(4), 457–472. https://doi.org/10.1080/02508281.2020.1809822
Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior (11th ed.). Pearson.
Seo, E. J., Park, J. W., & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability (Switzerland), 12(4), 1–18. https://doi.org/10.3390/su12041691
Shaari, H., Hamid, S. N. S. A., & Mabkhot, H. A. (2022). Millennials’ Response Toward Luxury Fashion Brands: The Balance Theory’s Perspective. Gadjah Mada International Journal of Business, 24(1), 101–126. https://doi.org/10.22146/gamaijb.66352
Sharifpour, Y., Khan, M. N. A. A., Alizadeh, M., RahimAkhgarzadeh, M., & Mahmodi, E. (2016). The influence of electronic word-of-mouth on consumers’ purchase intentions and brand awareness in Iranian telecommunication industry. International Journal of Supply Chain Management, 5(3), 133–141.
So, I. G., Simamora, B. H., Natalia, & Steven. (2015). The influence of website quality, brand awareness and perceived product quality on purchase intention of video games online store. International Conference on Technology, Informatics, Management, Engineering & Environment, 31–33. https://doi.org/10.1109/TIME-E.2015.7389743
Solomon, M. R. (2020). Consumer Behavior (13th ed.). Pearson.
Tamrin, M. H., & Huda, N. (2021). The effect of incentivized electronic word-of-mouth (ewom) on consumer purchase intention. Journal of Management and Entrepreneurship Research, 2(1), 10–18.
Wang, M. C. H., Wang, E. S. T., Cheng, J. M. S., & Chen, A. F. L. (2009). Information quality, online community and trust: A study of antecedents to shoppers’ website loyalty. International Journal of Electronic Marketing and Retailing, 2(3), 203–219. https://doi.org/10.1504/IJEMR.2009.021806
Washburn, J. H., & Plank, R. E. (2002). Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale. Journal of Marketing Theory and Practice, 10(1), 46–62. https://doi.org/10.1080/10696679.2002.11501909
Wijaya, O. Y. A., Sulistiyani, Pudjowati, J., Kartikawati, T. S., Kurniasih, N., & Purwanto, A. (2021). The role of social media marketing, entertainment, customization, trendiness, interaction and word-of-mouth on purchase intention: An empirical study from indonesian smartphone consumers. International Journal of Data and Network Science, 5(3), 231–238. https://doi.org/10.5267/j.ijdns.2021.6.011
Yang, Z., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41, 1–9. https://doi.org/10.1016/j.elerap.2020.100980
Zeithaml, V. A. (1983). Antithymocyte globulin reacts with many normal human cell types. Journal of Marketing, 62(5), 1047–1054. https://doi.org/10.1182/blood.v62.5.1047.1047
Published
2022-07-15
How to Cite
Hairani, D., & Handriana, T. (2022). PENGARUH EWOM DAN KESADARAN MEREK DALAM MEMBENTUK NIAT MEMBELI PRODUK ELEKTRONIK DI E-COMMERCE. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(2), 1202-1217. https://doi.org/10.31955/mea.v6i2.2136
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