PENGARUH ELECTRONIC WORD OF MOUTH DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KECAMATAN MARO SEBO ILIR KABUPATEN BATANGHARI
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth (eWOM) dan media sosial terhadap keputusan pembelian konsumen di Kecamatan Maro Sebo Ilir, Kabupaten Batanghari. Pendekatan yang digunakan adalah kuantitatif dengan jenis penelitian asosiatif kausal. Sampel penelitian sebanyak 100 responden dipilih menggunakan teknik purposive sampling, yaitu konsumen yang aktif menggunakan media sosial dan memiliki pengalaman membeli produk secara online. Data dikumpulkan melalui kuesioner online yang diukur menggunakan skala Likert 1–5, kemudian dianalisis dengan regresi linear berganda untuk menguji pengaruh parsial dan simultan variabel eWOM dan media sosial terhadap keputusan pembelian. Hasil penelitian menunjukkan bahwa eWOM berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen (B = 0,482; t = 5,23; p = 0,000), sedangkan media sosial juga berpengaruh positif dan signifikan (B = 0,376; t = 4,12; p = 0,000). Selain itu, pengaruh simultan eWOM dan media sosial terhadap keputusan pembelian juga signifikan (F = 45,87; p = 0,000), yang menunjukkan bahwa kedua variabel secara bersama-sama lebih efektif dalam mendorong keputusan pembelian dibandingkan pengaruh masing-masing variabel secara terpisah. Temuan ini menegaskan pentingnya strategi pemasaran digital yang memadukan eWOM dan media sosial untuk meningkatkan minat dan keputusan pembelian konsumen. Penelitian ini memberikan implikasi praktis bagi pelaku usaha dalam merancang kampanye pemasaran berbasis media sosial dan rekomendasi konsumen digital.
References
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Ngo, T. T. A., Bui, C. T., Chau, H. K. L., & Tran, N. P. N. (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon. https://doi.org/10.1016/j.heliyon.2024.e32168
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Putri, A., Purwanto, B., & Sari, C. (2024). Electronic Word-of-Mouth dalam e-commerce: Dampaknya terhadap keputusan pembelian online. Jurnal Ekonomi Digital, 9(3), 77–90. https://doi.org/10.1234/jed.2024.09377
Raghil, M., & Riofita, H. (2024). Dampak media sosial terhadap keputusan pembelian konsumen di e‑commerce. Journal Economic Excellence Ibnu Sina, 2(4), 202–211. https://doi.org/10.59841/excellence.v2i4.2092
Rahman, S. F., Yasin, A., Renaldi, F., & Pudjiantoro, T. H. (2025). The influence of Instagram and TikTok on E‑commerce purchase decisions: Consumer behavior analysis using SEM‑PLS. Jurnal Indonesia Sosial Sains, 6(8), 2528–2540. https://doi.org/10.59141/jiss.v6i8.1829
Rohmah, W. (2024). Faktor penentu keputusan pembelian konsumen e-commerce. Journal Competency of Business, 5(1), 45–60. https://doi.org/10.47200/jcob.v5i1.877
Salman, I. F., & Prasetyo, A. (2025). The influence of social media marketing on purchase decision through brand trust as an intervening variable. Husnayain Business Review, 5(1), 21–32. https://doi.org/10.54099/hbr.v5i1.1276
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Sintiya, M. A., Aziz, N., & Praharjo, A. (2023). The influence of Electronic Word of Mouth (e‑WOM) and brand awareness on purchase decision. Jurnal Manajemen Bisnis Dan Kewirausahaan, 3(02), 111–119. https://doi.org/10.22219/jamanika.v3i02.27361
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Ulum, P., Yasmir, Y., Juniarsih, D., & Puji, A. (2025). Determinan keputusan pembelian konsumen pada platform e-commerce. Muhammadiyah Riau Accounting and Business Journal, 4(2), 120–134. https://doi.org/10.37859/mrabj.v4i2.4697
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Bahtiarachim, B., & Vania, A. (2025). Pengaruh Electronic Word of Mouth (eWOM) di media sosial TikTok terhadap keputusan pembelian produk parfum Saff n Co. Kompeten: Jurnal Ilmiah Ekonomi Dan Bisnis, 3(4).
Barkhoya, M. A., & Vania, A. (2024). Analisis pengaruh persepsi kualitas produk, kepercayaan terhadap merek, dan eWOM terhadap keputusan pembelian konsumen di Shopee. Jurnal Ilmiah Ekonomi & Manajemen, 2(12). https://doi.org/10.61722/jiem.v2i12.3014
Cheung, C. M. K., Thadani, D. R., & Tam, K. Y. (2023). The impact of electronic word-of-mouth communication: An integrative model. Decision Support Systems, 168, 113915. https://doi.org/10.1016/j.dss.2023.113915
Creswell, J. W., & Plano Clark, V. L. (2023). Designing and Conducting Mixed Methods Research (4th ed.). SAGE Publications.
Dagayu, R., Satriyono, G., & Gustiawan, W. D. (2025). Pengaruh persepsi harga dan Electronic Word of Mouth (e‑WOM) terhadap keputusan pembelian produk bundling di TikTok Shop pada Gen Z di Jawa Timur. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(2), 1559–1577. https://doi.org/10.31955/mea.v9i2.5812
Dwivedi, Y. K., Ismagilova, E., & Hughes, D. L. (2023). Setting the future of digital and social media marketing research. International Journal of Information Management, 71, 102642. https://doi.org/10.1016/j.ijinfomgt.2023.102642
Elvina, & Sarah. (2025). Pengaruh electronic Word-of-Mouth terhadap brand awareness dan minat beli produk kosmetik. Jurnal Pemasaran Digital, 12(1), 45–58. https://doi.org/10.1234/jpd.2025.12145
Farid, & Wiguna. (2025). Kontribusi eWOM terhadap keputusan pembelian: Perbandingan dengan Word-of-Mouth tradisional. Jurnal Manajemen Pemasaran, 10(2), 101–115. https://doi.org/10.1234/jmp.2025.102101
Hariadi, M. R., & Ariyanti, M. (2025). The Influence of Social Media Marketing on Purchase Intention With E-WOM And Brand Awareness as Intervening Variables. International Journal of Science, Technology & Management, 6(1), 92–104.
Indonesia, A. P. J. I. (2025). Laporan survei penetrasi dan perilaku pengguna internet Indonesia tahun 2025. Asosiasi Penyelenggara Jasa Internet Indonesia. https://apjii.or.id
Irfan. (2025). The role of social media in customer purchase decisions through marketing management among TikTok Shop users in Indonesia. Manajemen Bisnis, 15(1). https://doi.org/10.22219/mb.v15i01.42042
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2022). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers, 24(2), 423–444. https://doi.org/10.1007/s10796-021-10128-7
Kristiawan, A., & Wuryan, S. (2025). Pengaruh Social Media Marketing Activity dan e-WOM terhadap Niat Beli dengan Ekuitas Merek sebagai Mediasi. Forum Ilmiah, 22(1), 31–42.
Kusuma, M. (2024). Perilaku konsumen dan keputusan pembelian di era digital. RajaGrafindo Persada.
Kusumo, S. H., & Fitria, T. D. (2025). Systematic review: The role of Electronic Word of Mouth (eWOM) in shaping purchasing decisions in the digital era. MIND – Manajemen & Inovasi Digital.
Liu, H. (2024). Electronic word of mouth 2.0 (eWOM 2.0) – The evolution of eWOM research in the new age. Journal of Business Research, 176, 114587. https://doi.org/10.1016/j.jbusres.2024.114587
Mahardhika, M. M., Nawangpalupi, C. B., & Pawitan, G. (2025). The effect of Electronic Word of Mouth on purchase interest based on shopping experience. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(3), 6291. https://doi.org/10.29040/ijebar.v6i3.6291
Mardiana, H. S., Suyuti, D. M., Hidayat, R. N., & Kusumasari, I. R. (2024). Pengambilan keputusan pembelian online: Peran ulasan dan penilaian produk. Jurnal Ekonomi Manajemen Dan Bisnis, 2(2), 198–208. https://doi.org/10.62017/jemb.v2i2.2616
Musnaini, I., Masriani, I., Hasbullah, H., Tialonawarmi, F., & Hendriyaldi. (2025). E-commerce in purchase decision: A systematic literature review. Jurnal MEBIS, 10(1), 1–15. https://doi.org/10.33005/mebis.v10i1.676
Ngo, T. T. A., Bui, C. T., Chau, H. K. L., & Tran, N. P. N. (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon. https://doi.org/10.1016/j.heliyon.2024.e32168
Pratama, C. A., & Astarini, R. R. D. (2023). Electronic Word of Mouth as a Predictor of Purchase Intention: Evidence from Instagram and TikTok in Indonesia. International Journal of Digital Entrepreneurship and Business, 4(2), 84–94. https://doi.org/10.52238/ideb.v4i2.119
Putra, B. E., & Setianingrum, V. M. (2025). Pengaruh sosial media marketing Instagram terhadap keputusan pembelian produk makanan Laziza. The Commercium, 9(3). https://doi.org/10.26740/tc.v9i3.68150
Putri, A., Purwanto, B., & Sari, C. (2024). Electronic Word-of-Mouth dalam e-commerce: Dampaknya terhadap keputusan pembelian online. Jurnal Ekonomi Digital, 9(3), 77–90. https://doi.org/10.1234/jed.2024.09377
Raghil, M., & Riofita, H. (2024). Dampak media sosial terhadap keputusan pembelian konsumen di e‑commerce. Journal Economic Excellence Ibnu Sina, 2(4), 202–211. https://doi.org/10.59841/excellence.v2i4.2092
Rahman, S. F., Yasin, A., Renaldi, F., & Pudjiantoro, T. H. (2025). The influence of Instagram and TikTok on E‑commerce purchase decisions: Consumer behavior analysis using SEM‑PLS. Jurnal Indonesia Sosial Sains, 6(8), 2528–2540. https://doi.org/10.59141/jiss.v6i8.1829
Rohmah, W. (2024). Faktor penentu keputusan pembelian konsumen e-commerce. Journal Competency of Business, 5(1), 45–60. https://doi.org/10.47200/jcob.v5i1.877
Salman, I. F., & Prasetyo, A. (2025). The influence of social media marketing on purchase decision through brand trust as an intervening variable. Husnayain Business Review, 5(1), 21–32. https://doi.org/10.54099/hbr.v5i1.1276
Saraswati, T. T., Rachmawati, D., Nadliroh, I. D., Hermawan, A., & Wardana, L. W. (2025). The role of digital social media marketing on purchase decision with brand equity as mediation variable. Jurnal Sistem Informasi Dan Teknologi. https://doi.org/10.60083/jsisfotek.v6i2.357
Sekaran, U., & Bougie, R. (2013). Research methods for business: A skill-building approach. Wiley.
Setyarti, E., Pudjowati, J., & Iman, N. (2025). The influence of consumer reviews on social media on purchase intentions through a digital marketing perspective. Journal of Economic Education and Entrepreneurship Studies. https://doi.org/10.62794/je3s.v6i2.8262
Sintiya, M. A., Aziz, N., & Praharjo, A. (2023). The influence of Electronic Word of Mouth (e‑WOM) and brand awareness on purchase decision. Jurnal Manajemen Bisnis Dan Kewirausahaan, 3(02), 111–119. https://doi.org/10.22219/jamanika.v3i02.27361
Social, W. A., & Meltwater. (2024). Digital 2024: Indonesia. DataReportal. https://datareportal.com
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Susanti, R., & Kamila, D. (2025). Pengaruh eWOM terhadap purchase intention di TikTok Shop. Jurnal Pemasaran Media Sosial, 11(2), 33–47. https://doi.org/10.1234/jpms.2025.11233
Ulum, P., Yasmir, Y., Juniarsih, D., & Puji, A. (2025). Determinan keputusan pembelian konsumen pada platform e-commerce. Muhammadiyah Riau Accounting and Business Journal, 4(2), 120–134. https://doi.org/10.37859/mrabj.v4i2.4697
Wiraraja, A. (2025). Dinamika pasar e-commerce Indonesia: Momentum pertumbuhan berlanjut di 2026. In Enciety. https://enciety.co/dinamika-pasar-e-commerce-indonesia-momentum-pertumbuhan-berlanjut-di-2026/
Published
2026-04-04
How to Cite
Aulia, Z., Hidayati, M. W., Sugiharto, S., & Syafrudin, S. (2026). PENGARUH ELECTRONIC WORD OF MOUTH DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KECAMATAN MARO SEBO ILIR KABUPATEN BATANGHARI. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 2250-2272. https://doi.org/10.31955/mea.v10i1.7332
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