Main Article Content
Abstract
Penelitian ini dilakukan untuk menganalisis pengaruh penggunaan media sosial dan EWOM terhadap kepercayaan pelanggan dan keputusan pembelian. Penelitian ini dilakukan dengan menggunakan teknik non-probability confidence sampling dan metode survei, penelitian ini melakukan survei kuesioner tertutup di Provinsi Daerah Istimewa Yogyakarta (DIY), dan memperoleh 200 tanggapan yang memenuhi kriteria kuesioner. Penelitian diuji menggunakan metode PLS-SEM (partial least squares-SEM) menggunakan aplikasi SmartPLS 3.0. Hasil temuan menunjukkan bahwa penggunaan media sosial mempengaruhi keputusan pembelian. Selain itu, media sosial dan EWOM berdampak positif terhadap kepercayaan pelanggan. Hasil penelitian ini dapat digunakan oleh pelaku bisnis untuk mempertimbangkan dampak media sosial, EWOM dan kepercayaan pelanggan ketika ingin meningkatkan kinerja usaha, sebagai acuan untuk mengembangkan dan memajukan usahanya, serta dapat menguraikan manfaat yang diperoleh.
Keywords
Article Details
Copyright (c) 2023 Ilham Bagus Yudha Prasetya, Murwanto Sigit
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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- Chatterjee, P. (2001) “Online Reviews: Do Consumers Use Them?,” in M.C. Gilly dan J. Myers-Levy (ed.) ACR 2001 Proceedings. Provo: Association for Consumer Research, hal. 129–134. Tersedia pada: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=900158.
- Van Doorn, N. (2009) “The ties that bind: the networked performance of gender, sexuality and friendship on MySpace,” New Media & Society, 12(4), hal. 583–602. Tersedia pada: https://doi.org/10.1177/1461444809342766.
- Gautam, V. dan Sharma, V. (2017) “The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands,” Journal of Promotion Management, 23(6), hal. 872–888. Tersedia pada: https://doi.org/10.1080/10496491.2017.1323262.
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- Gruen, T.W., Osmonbekov, T. dan Czaplewski, A.J. (2006) “eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty,” Journal of Business Research, 59(4), hal. 449–456. Tersedia pada: https://doi.org/10.1016/j.jbusres.2005.10.004.
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- Hoffman, D.L. dan Novak, T.P. (1996) “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60(3), hal. 50–68. Tersedia pada: https://doi.org/10.2307/1251841.
- Huete-Alcocer, N. (2017) “A Literature Review of Word of Mouth and Electronic Word of Mouth: Implications for Consumer Behavior,” Frontiers in Psychology, 8, hal. 1256. Tersedia pada: https://doi.org/10.3389/fpsyg.2017.01256.
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- Kim, A.J. dan Ko, E. (2010) “Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention,” Journal of Global Fashion Marketing, 1(3), hal. 164–171. Tersedia pada: https://doi.org/10.1080/20932685.2010.10593068.
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- Kotler, P. dan Keller, K.L. (2016) Marketing Management. 15 ed. London: Pearson Education Limited.
- Koufaris, M. dan Hampton-Sosa, W. (2004) “The development of initial trust in an online company by new customers,” Information & Management, 41(3), hal. 377–397. Tersedia pada: https://doi.org/10.1016/j.im.2003.08.004.
- Krishnamurthy, S. dan Dou, W. (2008) “Note from Special Issue Editors,” Journal of Interactive Advertising, 8(2), hal. 1–4. Tersedia pada: https://doi.org/10.1080/15252019.2008.10722137.
- Liao, S.-H., Chung, Y.-C. dan Chang, W.-J. (2019) “Interactivity, engagement, trust, purchase intention and word-of-mouth: a moderated mediation study,” International Journal of Services Technology and Management, 25(2), hal. 116–137. Tersedia pada: https://doi.org/10.1504/IJSTM.2019.098203.
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- Mittal, B. (1989) “Measuring Purchase-decision involvement,” Psychology & Marketing, 6(2), hal. 147–162. Tersedia pada: https://doi.org/10.1002/mar.4220060206.
- Omoregie, O.K. et al. (2019) “Factors influencing consumer loyalty: evidence from the Ghanaian retail banking industry,” International Journal of Bank Marketing, 37(3), hal. 798–820. Tersedia pada: https://doi.org/10.1108/IJBM-04-2018-0099.
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- Prasad, Shantanu, Garg, A. dan Prasad, Saroj (2019) “Purchase decision of generation Y in an online environment,” Marketing Intelligence & Planning, 37(4), hal. 372–385. Tersedia pada: https://doi.org/10.1108/MIP-02-2018-0070.
- Prasetiyo, B. dan Hidayat, T. (2019) “PENGARUH PROMOSI DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK XYZ DONUT,” Jurnal Penelitian Ekonomi dan Akuntansi, 4(1), hal. 937–952. Tersedia pada: https://doi.org/10.30736/jpensi.v4i1.218.
- Reichheld, F.F. dan Schefter, P. (2000) “E-Loyalty: Your Secret Weapon on the Web,” Harvard Business Review, hal. 105–113. Tersedia pada: https://hbr.org/2000/07/e-loyalty-your-secret-weapon-on-the-web.
- Roscoe, J.T. (1975) Fundamental Research Statistics for the Behavioral Sciences, Volume 2. Ann Arbor: Holt, Rinehart and Winston.
- Sanjaya, S. dan Budiono, H. (2021) “Pengaruh Penggunaan Sosial Media Dan E-Wom Terhadap Keputusan Pembelian di Mediasi Kepercayaan,” Jurnal Manajerial dan Kewirausahaan, 3(4), hal. 1147–1157. Tersedia pada: https://doi.org/10.24912/jmk.v3i4.13510.
- Sarstedt, M., Ringle, C.M. dan Hair, J.F. (2017) “Partial Least Squares Structural Equation Modeling,” in C. Homburg, M. Klarmann, dan A. Vomberg (ed.) Handbook of Market Research. Cham: Springer International Publishing, hal. 1–40. Tersedia pada: https://doi.org/10.1007/978-3-319-05542-8_15-1.
- Sen, S. dan Lerman, D. (2007) “Why are you telling me this? An examination into negative consumer reviews on the Web,” Journal of Interactive Marketing, 21(4), hal. 76–94. Tersedia pada: https://doi.org/10.1002/dir.20090.
- The World Counts (2024) Population of Asia, The World Counts. Tersedia pada: https://www.theworldcounts.com/populations/continents/asia (Diakses: 20 Februari 2024).
- Tjhin, V.U. dan Aini, S.R.N. (2019) “Effect of E-WOM and Social Media Usage on Purchase Decision in Clothing Industry,” in ICEMC ’19: Proceedings of the 2019 International Conference on E-business and Mobile Commerce. New York, NY, USA: Association for Computing Machinery (ICEMC ’19), hal. 30–34. Tersedia pada: https://doi.org/10.1145/3332324.3332333.
- Trusov, M., Bucklin, R.E. dan Pauwels, K. (2009) “Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site,” Journal of Marketing, 73(5), hal. 90–102. Tersedia pada: https://doi.org/10.1509/jmkg.73.5.90.
- Vollmer, C. dan Precourt, G. (2008) Always On: Advertising, Marketing, and Media in an Era of Consumer Control. New York: McGraw Hill.
- Vongurai, R. et al. (2018) “Social Media Usage, Electronic Word of Mouth and Trust Influence Purchase-Decision Involvement in Using Traveling Services,” Asia Pacific Journal of Multidisciplinary Research, 6(4), hal. 32–37. Tersedia pada: http://www.apjmr.com/wp-content/uploads/2018/08/APJMR-2018-6.4.04.pdf.
- Yati, R. (2023) Survei APJII: Pengguna Internet di Indonesia Tembus 215 Juta Orang, Bisnis Tekno. Diedit oleh F.S. Dewi. Tersedia pada: https://teknologi.bisnis.com/read/20230308/101/1635219/survei-apjii-pengguna-internet-di-indonesia-tembus-215-juta-orang (Diakses: 20 Februari 2024).
- Zainal, N.T.A., Harun, A. dan Lily, J. (2017) “Examining the mediating effect of attitude towards electronic words-of mouth (eWOM) on the relation between the trust in eWOM source and intention to follow eWOM among Malaysian travellers,” Asia Pacific Management Review, 22(1), hal. 35–44. Tersedia pada: https://doi.org/10.1016/j.apmrv.2016.10.004.
- Zhang, R. dan Tran, T.T. (2009) “Helping E-Commerce Consumers Make Good Purchase Decisions: A User Reviews-Based Approach,” in G. Babin, P. Kropf, dan M. Weiss (ed.) MCETECH 2009: E-Technologies: Innovation in an Open World. Berlin, Heidelberg: Springer Berlin Heidelberg, hal. 1–11. Tersedia pada: https://doi.org/10.1007/978-3-642-01187-0_1.
References
Ardyanto, D., Susilo, H. dan Riyadi (2015) “PENGARUH KEMUDAHAN DAN KEPERCAYAAN MENGGUNAKAN E-COMMERCE TERHADAP KEPUTUSAN PEMBELIAN ONLINE (Survei Pada Konsumen www.petersaysdenim.com),” Jurnal Administrasi Bisnis, 22(1), hal. 1–8. Tersedia pada: https://media.neliti.com/media/publications/85897-ID-pengaruh-kemudahan-dan-kepercayaan-mengg.pdf.
Asosiasi Penyelenggara Jasa Internet Indonesia (2023) Survei APJII Pengguna Internet di Indonesia Tembus 215 Juta Orang, Asosiasi Penyelenggara Jasa Internet Indonesia. Tersedia pada: https://apjii.or.id/berita/d/survei-apjii-pengguna-internet-di-indonesia-tembus-215-juta-orang (Diakses: 20 Februari 2024).
Bernhardt, J.M., Mays, D. dan Hall, A.K. (2012) “Social marketing at the right place and right time with new media,” Journal of Social Marketing. Diedit oleh J. French, 2(2), hal. 130–137. Tersedia pada: https://doi.org/10.1108/20426761211243964.
Chatterjee, P. (2001) “Online Reviews: Do Consumers Use Them?,” in M.C. Gilly dan J. Myers-Levy (ed.) ACR 2001 Proceedings. Provo: Association for Consumer Research, hal. 129–134. Tersedia pada: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=900158.
Van Doorn, N. (2009) “The ties that bind: the networked performance of gender, sexuality and friendship on MySpace,” New Media & Society, 12(4), hal. 583–602. Tersedia pada: https://doi.org/10.1177/1461444809342766.
Gautam, V. dan Sharma, V. (2017) “The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands,” Journal of Promotion Management, 23(6), hal. 872–888. Tersedia pada: https://doi.org/10.1080/10496491.2017.1323262.
Gefen, D. (2002) “Reflections on the dimensions of trust and trustworthiness among online consumers,” ACM SIGMIS Database: the DATABASE for Advances in Information Systems, 33(3), hal. 38–53. Tersedia pada: https://doi.org/10.1145/569905.569910.
Gruen, T.W., Osmonbekov, T. dan Czaplewski, A.J. (2006) “eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty,” Journal of Business Research, 59(4), hal. 449–456. Tersedia pada: https://doi.org/10.1016/j.jbusres.2005.10.004.
Guihong, Z. dan Yu, F. (2014) “Research on evaluation system of social media’s advertising effect from the air traveller’s perspective,” in 2014 11th International Conference on Service Systems and Service Management (ICSSSM). Beijing: IEEE, hal. 1–6. Tersedia pada: https://doi.org/10.1109/ICSSSM.2014.6874029.
Hennig-Thurau, T. et al. (2004) “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?,” Journal of Interactive Marketing, 18(1), hal. 38–52. Tersedia pada: https://doi.org/10.1002/dir.10073.
Hoffman, D.L. dan Novak, T.P. (1996) “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60(3), hal. 50–68. Tersedia pada: https://doi.org/10.2307/1251841.
Huete-Alcocer, N. (2017) “A Literature Review of Word of Mouth and Electronic Word of Mouth: Implications for Consumer Behavior,” Frontiers in Psychology, 8, hal. 1256. Tersedia pada: https://doi.org/10.3389/fpsyg.2017.01256.
Ikrima, N. (2019) J.Co Donut & Coffee, Tribunnewswiki. Diedit oleh E.R. Putri. Tersedia pada: https://www.tribunnewswiki.com/2019/11/07/jco-donut-coffee (Diakses: 20 Februari 2024).
Jalilvand, M.R., Ebrahimi, A. dan Samiei, N. (2013) “Electronic Word of Mouth Effects on Tourists’ Attitudes Toward Islamic Destinations and Travel Intention: An Empirical Study in Iran,” in Procedia - Social and Behavioral Sciences. Amsterdam: Elsevier Ltd., hal. 484–489. Tersedia pada: https://www.sciencedirect.com/science/article/pii/S1877042813015322.
Kamalasena, B.D.T.M. dan Sirisena, A.B. (2021) “The Impact of Online Communities and E Word of mouth on Purchase Intention of Generation Y: The Mediating Role of Brand Trust,” Sri Lanka Journal of Marketing, 7(1), hal. 92–116. Tersedia pada: https://doi.org/10.4038/sljmuok.v7i1.58.
Kaplan, A.M. dan Haenlein, M. (2010) “Users of the world, unite! The challenges and opportunities of Social Media,” Business Horizons, 53(1), hal. 59–68. Tersedia pada: https://doi.org/10.1016/j.bushor.2009.09.003.
Kim, A.J. dan Ko, E. (2010) “Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention,” Journal of Global Fashion Marketing, 1(3), hal. 164–171. Tersedia pada: https://doi.org/10.1080/20932685.2010.10593068.
Kim, H.-W., Xu, Y. dan Gupta, S. (2012) “Which is more important in Internet shopping, perceived price or trust?,” Electronic Commerce Research and Applications, 11(3), hal. 241–252. Tersedia pada: https://doi.org/10.1016/j.elerap.2011.06.003.
King, R.A., Racherla, P. dan Bush, V.D. (2014) “What We Know and Don’t Know About Online Word-of-Mouth: A Review and Synthesis of the Literature,” Journal of Interactive Marketing, 28(3), hal. 167–183. Tersedia pada: https://doi.org/10.1016/j.intmar.2014.02.001.
Kotler, P. dan Keller, K.L. (2016) Marketing Management. 15 ed. London: Pearson Education Limited.
Koufaris, M. dan Hampton-Sosa, W. (2004) “The development of initial trust in an online company by new customers,” Information & Management, 41(3), hal. 377–397. Tersedia pada: https://doi.org/10.1016/j.im.2003.08.004.
Krishnamurthy, S. dan Dou, W. (2008) “Note from Special Issue Editors,” Journal of Interactive Advertising, 8(2), hal. 1–4. Tersedia pada: https://doi.org/10.1080/15252019.2008.10722137.
Liao, S.-H., Chung, Y.-C. dan Chang, W.-J. (2019) “Interactivity, engagement, trust, purchase intention and word-of-mouth: a moderated mediation study,” International Journal of Services Technology and Management, 25(2), hal. 116–137. Tersedia pada: https://doi.org/10.1504/IJSTM.2019.098203.
Luhmann, N. (2000) “Familiarity, Confidence, Trust: Problems and Alternatives,” in D. Gambetta (ed.) Trust: Making and Breaking Cooperative Relations, hal. 94–107. Tersedia pada: https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=a5ae78f779284090b9cadb9c5b05501c223f9c23.
Mahdi, M.I. (2022) Pengguna Media Sosial di Indonesia Capai 191 Juta pada 2022, Data Indonesia. Diedit oleh D. Bayu. Tersedia pada: https://dataindonesia.id/internet/detail/pengguna-media-sosial-di-indonesia-capai-191-juta-pada-2022 (Diakses: 20 Februari 2024).
Mittal, B. (1989) “Measuring Purchase-decision involvement,” Psychology & Marketing, 6(2), hal. 147–162. Tersedia pada: https://doi.org/10.1002/mar.4220060206.
Omoregie, O.K. et al. (2019) “Factors influencing consumer loyalty: evidence from the Ghanaian retail banking industry,” International Journal of Bank Marketing, 37(3), hal. 798–820. Tersedia pada: https://doi.org/10.1108/IJBM-04-2018-0099.
Prasad, S., Gupta, I.C. dan Totala, N.K. (2017) “Social media usage, electronic word of mouth and purchase-decision involvement,” Asia-Pacific Journal of Business Administration, 9(2), hal. 134–145. Tersedia pada: https://doi.org/10.1108/APJBA-06-2016-0063.
Prasad, Shantanu, Garg, A. dan Prasad, Saroj (2019) “Purchase decision of generation Y in an online environment,” Marketing Intelligence & Planning, 37(4), hal. 372–385. Tersedia pada: https://doi.org/10.1108/MIP-02-2018-0070.
Prasetiyo, B. dan Hidayat, T. (2019) “PENGARUH PROMOSI DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK XYZ DONUT,” Jurnal Penelitian Ekonomi dan Akuntansi, 4(1), hal. 937–952. Tersedia pada: https://doi.org/10.30736/jpensi.v4i1.218.
Reichheld, F.F. dan Schefter, P. (2000) “E-Loyalty: Your Secret Weapon on the Web,” Harvard Business Review, hal. 105–113. Tersedia pada: https://hbr.org/2000/07/e-loyalty-your-secret-weapon-on-the-web.
Roscoe, J.T. (1975) Fundamental Research Statistics for the Behavioral Sciences, Volume 2. Ann Arbor: Holt, Rinehart and Winston.
Sanjaya, S. dan Budiono, H. (2021) “Pengaruh Penggunaan Sosial Media Dan E-Wom Terhadap Keputusan Pembelian di Mediasi Kepercayaan,” Jurnal Manajerial dan Kewirausahaan, 3(4), hal. 1147–1157. Tersedia pada: https://doi.org/10.24912/jmk.v3i4.13510.
Sarstedt, M., Ringle, C.M. dan Hair, J.F. (2017) “Partial Least Squares Structural Equation Modeling,” in C. Homburg, M. Klarmann, dan A. Vomberg (ed.) Handbook of Market Research. Cham: Springer International Publishing, hal. 1–40. Tersedia pada: https://doi.org/10.1007/978-3-319-05542-8_15-1.
Sen, S. dan Lerman, D. (2007) “Why are you telling me this? An examination into negative consumer reviews on the Web,” Journal of Interactive Marketing, 21(4), hal. 76–94. Tersedia pada: https://doi.org/10.1002/dir.20090.
The World Counts (2024) Population of Asia, The World Counts. Tersedia pada: https://www.theworldcounts.com/populations/continents/asia (Diakses: 20 Februari 2024).
Tjhin, V.U. dan Aini, S.R.N. (2019) “Effect of E-WOM and Social Media Usage on Purchase Decision in Clothing Industry,” in ICEMC ’19: Proceedings of the 2019 International Conference on E-business and Mobile Commerce. New York, NY, USA: Association for Computing Machinery (ICEMC ’19), hal. 30–34. Tersedia pada: https://doi.org/10.1145/3332324.3332333.
Trusov, M., Bucklin, R.E. dan Pauwels, K. (2009) “Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site,” Journal of Marketing, 73(5), hal. 90–102. Tersedia pada: https://doi.org/10.1509/jmkg.73.5.90.
Vollmer, C. dan Precourt, G. (2008) Always On: Advertising, Marketing, and Media in an Era of Consumer Control. New York: McGraw Hill.
Vongurai, R. et al. (2018) “Social Media Usage, Electronic Word of Mouth and Trust Influence Purchase-Decision Involvement in Using Traveling Services,” Asia Pacific Journal of Multidisciplinary Research, 6(4), hal. 32–37. Tersedia pada: http://www.apjmr.com/wp-content/uploads/2018/08/APJMR-2018-6.4.04.pdf.
Yati, R. (2023) Survei APJII: Pengguna Internet di Indonesia Tembus 215 Juta Orang, Bisnis Tekno. Diedit oleh F.S. Dewi. Tersedia pada: https://teknologi.bisnis.com/read/20230308/101/1635219/survei-apjii-pengguna-internet-di-indonesia-tembus-215-juta-orang (Diakses: 20 Februari 2024).
Zainal, N.T.A., Harun, A. dan Lily, J. (2017) “Examining the mediating effect of attitude towards electronic words-of mouth (eWOM) on the relation between the trust in eWOM source and intention to follow eWOM among Malaysian travellers,” Asia Pacific Management Review, 22(1), hal. 35–44. Tersedia pada: https://doi.org/10.1016/j.apmrv.2016.10.004.
Zhang, R. dan Tran, T.T. (2009) “Helping E-Commerce Consumers Make Good Purchase Decisions: A User Reviews-Based Approach,” in G. Babin, P. Kropf, dan M. Weiss (ed.) MCETECH 2009: E-Technologies: Innovation in an Open World. Berlin, Heidelberg: Springer Berlin Heidelberg, hal. 1–11. Tersedia pada: https://doi.org/10.1007/978-3-642-01187-0_1.