Pengaruh Electronic Word Of Mouth (e-WOM) Terhadap Keputusan Pembelian Produk Somethinc Official Shop Di Shopee
DOI:
https://doi.org/10.55606/jcsr-politama.v2i1.3543Keywords:
Elaboration Likelihood Theory, Electronic Word of Mouth, Purchasing Decisions.Abstract
Electronic Word of Mouth is a marketing communication strategy that helps consumers learn more about products they want to buy. This research uses central and peripheral routes based on Elaboration Likelihood Theory to determine the influence of Electronic Word of Mouth in the review column on purchasing decisions for Somehinc Official Shop products on Shopee. To conduct explanatory quantitative research, questionnaires were distributed to 271 respondents. The data analysis technique applied is multiple linear regression analysis. The results of this study are there is a significant effect partially between information relevance (X1), information accuracy (X2), value-added information (X3), and product ranking (X5) on purchasing decisions (Y), while the information quantity (X4) has no significant effect. However, there is a significant effect simultaneously between all dimensions of Electronic Word of Mouth on purchasing decisions (Y).
References
Bungin, B. (2005). Metodologi Penelitian Kuantitatif: Komunikasi, Ekonomi dan Kebijakan Publik Serta Ilmu-Ilmu Sosial Lainnya (2nd ed.). Jakarta: Kencana.
Dianawati, R. A. (2021). Pengaruh E-WOM (Electronic Word Of Mouth) dan Persepsi Kualitas Produk terhadap Keputusan Pembelian (Studi Kasus pada Konsumen Produk Kecantikan Avoskin di Jombang). STIE PGRI Dewantara Jombang.
Filieri, R., & McLeay, F. (2013). E-WOM and Accommodation: An Analysis of the Factors That Influence Travelers’ Adoption of Information from Online Reviews. Journal of Travel Research, 1–14. https://doi.org/10.1177/0047287513481274
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). London: Pearson.
Littlejohn, S. W., & Foss, K. A. (Eds.). (2016). Ensiklopedia Teori Komunikasi Jilid 1 (T. Wibowo, trans.; 1st ed.). Jakarta: Kencana.
Maryanto, K., Sampurno, S., & Derriawan, D. (2022). The Effect of EWOM and Endorsers on Somethinc Serum Product Trust That Impact on E-Commerce Shopee Consumer Purchase Interest. JHSS (Journal of Humanities and Social Studies), 6(1), 81–86. https://doi.org/10.33751/jhss.v6i1.5336
Morissan. (2013). Teori Komunikasi: Individu Hingga Massa (1st ed.). Jakarta: Kencana.
Priyatno, D. (2022). Olah Data Sendiri Analisis Regresi Linier dengan SPSS & Analisis Regresi Data Panel dengan Eviews. Yogyakarta: Cahaya Harapan.
Rihhadatul’aisyi, N., Muthmainnah, S., Zahra, H. P., Putri, T. W., & Febrian, F. T. (2021). Efek Twitter di Masa Pandemi COVID-19 pada Sikap dan Perilaku. Jurnal Ilmu Komunikasi, 19(2), 205. https://doi.org/10.31315/jik.v19i2.4178
Silaban, E. (2019). Pengaruh Electronic Word of Mouth dan Iklan terhadap Keputusan Pembelian di shopee.co.id. Institut Informatika dan Bisnis Darmajaya.
Sirithanaphonchai, J. (2017). Identifying Consumers’ Information Adoption Criteria On Various Online Consumer Review Platforms: A Case Of Thai Hospitality Sector. Brunel University London.
Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif dan R&D (Sutopo (Ed.)). Bandung: Penerbit Alfabeta.
Sukhwal, A., & Mathur, A. (2017). Antecedents to Customer Acceptance of Information in E-Word of Mouth. NMIMS Management Review, 34(1), 58–72.
Suryadi, E., Darmawan, D., & Mulyadi, A. (2019). Metode Penelitian Komunikasi. Bandung: PT Remaja Rosdakarya.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of Creative Student Research
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
