The Influence of eWOM and Customer Satisfaction on Purchasing Decisions
DOI:
https://doi.org/10.23887/ijssb.v5i4.40447Keywords:
eWOM, Customer Satisfaction, Purchasing Decisions.Abstract
The current development of technology makes it easier for humans to search for information. Electronic words of mouth (eWOM) or information media through the internet becomes the most widely used media by the public to search for needs, dig information, evaluate alternatives, and make purchasing decisions. After recognizing the needs, the public starts looking for information about the products they need to purchase. The better the review provided by someone, the higher the purchasing interest. This study aims to analyze the effect of eWOM and customer satisfaction on purchasing decisions. This study uses quantitative methods. It involved 132 customers aged 18-60 years old who have purchased Argotelo products as samples. The sample was determined using a purposive sampling technique. The data were analyzed using multiple linear regression. The results of the analysis showed that eWOM affects purchasing decisions. Then, customer satisfaction affects purchasing decisions. Besides, eWOM and customer satisfaction affect purchasing decisions.
References
Agarwal, S., Wang, L., & Yang, Y. (2021). Impact of transboundary air pollution on service quality and consumer satisfaction. Journal of Economic Behavior & Organization, 192. https://doi.org/10.1016/j.jebo.2021.10.002.
Agustinus, A., & Junaidi, A. (2020). Pengaruh Sosial Media (Instagram) dalam Meningkatkan Brand Awareness Kopi Kenangan. Prologia, 4(2), 339. https://doi.org/10.24912/pr.v4i2.6605.
Atiko, G., Sudrajat, R. H., & Nasionalita, K. (2016). Analisis Strategi Promosi Pariwisata Melalui Media Sosial Oleh Kementerian Pariwisata RI (Studi Deskriptif Pada Akun Instagram @Indtravel). Jurnal Sosioteknologi, 15(3), 378–389. https://doi.org/10.5614/sostek.2016.15.3.6.
Bigdellou, S., Aslani, S., & Modarres, M. (2022). Optimal promotion planning for a product launch in the presence of word-of-mouth. Journal of Retailing and Consumer Services, 64. https://doi.org/10.1016/j.jretconser.2021.102821.
Blake, K. D., Gaysynsky, A., Mayne, R. G., Seidenberg, A. B., Kaufman, A., D’Angelo, H., Roditis, M., & Vollinger, R. E. (2022). U.S. public opinion toward policy restrictions to limit tobacco product placement and advertising at point-of-sale and on social media. Preventive Medicine, 155. https://doi.org/10.1016/j.ypmed.2021.106930.
Burbules, N. C., Fan, G., & Repp, P. (2020). Five trends of education and technology in a sustainable future. Geography and Sustainability, 1(2), 93–97. https://doi.org/10.1016/J.GEOSUS.2020.05.001.
Chang, H.-H., & Su, J.-W. (2022). Sustainable consumption in Taiwan retailing: The impact of product features and price promotion on purchase behaviors toward expiring products. Food Quality and Preference, 96. https://doi.org/10.1016/j.foodqual.2021.104452.
Chawla, Y., & Chodak, G. (2021). Social media marketing for businesses: Organic promotions of web-links on Facebook. Journal of Business Research, 135. https://doi.org/10.1016/j.jbusres.2021.06.020.
Darmawan, A., Wong, H., & Thorstenson, A. (2020). Integrated sales and operations planning with multiple products: Jointly optimizing the number and timing of promotions and production decisions. Applied Mathematical Modelling, 80. https://doi.org/10.1016/j.apm.2019.12.001.
Eslami, S. P., Ghasemaghaei, M., & Hassanein, K. (2021). Understanding consumer engagement in social media: The role of product lifecycle. Decision Support Systems, 3. https://doi.org/10.1016/j.dss.2021.113707.
Fardiah, D., Rinawati, R., Darmawan, F., Abdul, R., & Lucky, K. (2020). Media Literacy for Dissemination Anticipated Fake News on Social Media. Mediator: Jurnal Komunikasi, 13(2). https://doi.org/10.29313/mediator.v13i2.6624.
Feng, N., Chen, J., Feng, H., & Li, M. (2021). Promotional pricing strategies for platform vendors: Competition between first- and third-party products. Decision Support Systems, 151. https://doi.org/10.1016/j.dss.2021.113627.
Geng, S., Law, K. M. Y., & Niu, B. (2019). Investigating self-directed learning and technology readiness in blending learning environment. International Journal of Educational Technology in Higher Education, 16(1), 17. https://doi.org/10.1186/s41239-019-0147-0.
Hanaysha, J. . (2017). Impact of Social Media Marketing, Price Promotion, and Corporate Social Responsibility On Customer Satisfaction. Jindal Journal of Business Research, 6(15), 1–14. https://doi.org/10.1177/2278682117715359.
Handoko, B. (2017). Pengaruh Promosi, Harga Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Titipan Kilat JNE Medan. Jurnal Ilmiah Manajemen Dan Bisnis, 18(1), 61–72. https://doi.org/10.30596%2Fjimb.v18i1.1098.
Hanna, B., Kee, K. F., & Robertson, B. W. (2017). Positive Impacts of Social Media at Work: Job Satisfaction, Job Calling, and Facebook Use among Co-Workers. SHS Web of Conferences, 33(SHS Web Conf), 00012. https://doi.org/10.1051/shsconf/20173300012.
Hidayat, R. (2015). Pengaruh Kepuasan Konsumen Terhadap Keputusan Pembelian Lampu Phillip (Studi Kasus Pada Mahasiswa Telkom University). Ecodemica: Jurnal Ekonomi, Management Dan Bisni, 3(1), 305–310. https://doi.org/10.31294/jeco.v3i1.57.
Ievansyah, I., & Sadono, T. P. (2018). Personal Branding Dalam Komunikasi Selebritis (Studi Kasus Personal Branding Alumni Abang None Jakarta Di Media Sosial “Instagram”). Bricolage : Jurnal Magister Ilmu Komunikasi, 4(02), 149. https://doi.org/10.30813/bricolage.v4i02.1658.
Ilhamudin, M. (2020). Analisis Kepuasan Konsumen Terhadap Produk Unggulan Sektor Makanan Kota Mataram (Studi Kasus Pada Tahu Abian Tubuh). Jurnal Magister Manajemen Universitas Mataram, 9(2). https://doi.org/2548-3919.
Imron. (2019). Analisa Pengaruh Kualitas Produk Terhadap Kepuasan Konsumen Menggunakan Metode Kuantitatif Pada CV. Meubele Berkah Tangerang. Indonesian Journal Software Engineering, 5(1). https://doi.org/10.31294/ijse.v5i1.5861.
Kintu, M. J., Zhu, C., & Kagambe, E. (2017). Blended learning effectiveness : the relationship between student characteristics , design features and outcomes. International Journal of Educational, 14(7), 1–20. https://doi.org/10.1186/s41239-017-0043-4.
Lang, L. D., Lim, W. M., & Guzmán, F. (2022). How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products. Journal of Business Research, 141. https://doi.org/10.1016/j.jbusres.2021.12.028.
Latief, F., & Ayustira, N. (2020). Pengaruh Online Customer Review dan Customer Rating Terhadap Keputusan Pembelian Produk Kosmetik di Sociolla. Jurnal Mirai Management, 6(1), 139–154. https://doi.org/10.37531/mirai.v5i3.696.
Li, Z., Yada, K., & Zennyo, Y. (2021). Duration of price promotion and product profit: An in-depth study based on point-of-sale data. Journal of Retailing and Consumer Services, 58. https://doi.org/10.1016/j.jretconser.2020.102277.
Liao, S., Hong, J.-C., Wen, M.-H., Pan, Y.-C., & Wu, Y.-. (2018). Applying Technology Acceptance Model (TAM) to explore Users’ Behavioral Intention to Adopt a Performance Assessment System for E-book Production. EURASIA Journal of Mathematics, Science and Technology Education, 14(10). https://doi.org/10.29333/ejmste/93575.
Marta, R. F., & William, D. M. (2016). Studi Terpaan Media Pemasaran Melalui Posting Instagram Terhadap Ekuitas Merek Pelanggan Sumoboo! (Analisis Eksplanatif pada Komunitas Food Blogger #WTFoodies). Jurnal Komunikasi, 8(1). https://doi.org/10.24912/jk.v8i1.50.
Mo, Z., Li, Y., & Fan, P. (2015). Effect of Online Reviews on Consumer Purchase Behavior. Journal of Service Science and Management, 8(3), 419–424. https://doi.org/10.4236/jssm.2015.83043.
Morrison. (2018). Science, Technology, and Society Studies. Encyclopedia of the Anthropocene, 4. https://doi.org/10.1016/B978-0-12-809665-9.10310-6.
Moudi, M., Galoie, M., Yuan, H., Motamedi, A., Huang, P., & Shafi, M. (2021). Dynamic multi-objective programming model for improving consumer satisfaction within water supply system under uncertain environment. Journal of Environmental Management, 293. https://doi.org/10.1016/j.jenvman.2021.112897.
Oktaviani, N., Astuti, W., & Firdiansjah, A. (2019). Pengaruh Kepuasan Konsumen Terhadap Pembentukan Komitmen Pelanggan dan e-WOM Pada Pengguna Aplikasi e-Money “OVO.” Jurnal Manajemen Dan Pemasaran Jasa, 12(1), 93–112. https://doi.org/10.25105.jmpj.v12i1.3757.
Ong, D. (2020). Analisa Penggunaan Sistem Sosial Media Terhadap Dampak Pemasaran Penjualan Produk Pada Umkm. Jurnal Ilmiah Teknologi Informasi, 15(2), 26–36. https://doi.org/10.35842/jtir.v15i2.345.
Pardede, R. (2017). Pengaruh Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Yang Dimediasi Kepuasan Konsumen. Journal of Business & Applied Management, 10(1). https://doi.org/10.30813/jbam.v10i1.870.
Purnomo, N., Arief, M., & Wantara, P. (2019). Analisis Kualitas Website Dan Reputasi Vendor Terhadap Keputusan Pembelian Online Dengan Kepercayaan Konsumen Sebagai Variabel Intervening ( Studi Pada Pembeli Online Tokopedia Di Kabupaten Lamongan ). Jurnal Studi Management Dan Bisnis, 6(1). https://doi.org/10.21107/jsmb.v6i1.6673.
Rahardja, U., Lutfiani, N., & Amelia, S. (2019). Creative Content Marketing In Scientific Publication Management In Industrial Era 4.0. Aptisi Transactions on Management (ATM), 3(2), 168–178. https://doi.org/10.33050/atm.v3i2.991.
Sinha, S. K., & Verma, P. (2020). Impact of sales Promotion’s benefits on perceived value: Does product category moderate the results? Journal of Retailing and Consumer Services, 52. https://doi.org/10.1016/j.jretconser.2019.101887.
Soliana, & Pratomo. (2016). Antaseden dari Word Of Mouth. Jurnal Ekonomi, 7(1), 1–8. https://doi.org/10.47007/jeko.v7i01.1515.
Supadiyanto, S. (2020). (Opportunities) Death of Newspaper Industry in Digital Age and Covid-19 Pandemic. Jurnal The Massager, 12(2). https://doi.org/10.26623/themessenger.v12i2.2244.
Tantriana, D., & Widiartanto. (2019). Pengaruh Aksebilitas , Experiental Marketing dan Electronic Word of Mouth ( eWOM ) Terhadap Keputusan Berkunjung Kembali Melalui Customer Satisfaction. Jurnal Ilmu Administrasi Bisnis, 18(3), 1–11.
Xiaoyan, Z., Can, J., & Tao, Y. (2019). Optimal decisions on product reliability, sales and promotion under nonrenewable warranties. Reliability Engineering & System Safety, 192. https://doi.org/10.1016/j.ress.2018.09.017.
