The Influence of E-WOM on Facebook Social Media on Purchase Decition with Purchase Intention as a Mediation Variable
DOI:
https://doi.org/10.59525/jess.v4i2.860Keywords:
E-WOM; Purchase Intention; SEM-PLSAbstract
Small and medium-sized enterprises (SMEs), such as the producer of Bakso Balungan Mak Jah in Tempuran Village, Demak, are increasingly using social media as a key strategy in the digital era. This study aims to analyze the influence of electronic word of mouth (e-WOM) on consumer purchase decisions by considering the mediating role of purchase intention. A quantitative method is used in this research, employing the Structural Equation Modeling Partial Least Squares (SEM-PLS) approach, supported by SmartPLS version 3.2.9. Data were collected from 100 individuals who actively use Facebook. The analysis results show that e-WOM significantly affects both purchase intention and purchase decision. Furthermore, purchase intention partially mediates the influence of e-WOM on purchase decision. The findings indicate that credible and positive online reviews can enhance consumers’ desire to purchase and support better decision-making. This study offers practical recommendations for digital marketing strategies for local SMEs and highlights the importance of managing online reputation.
References
Ali, Mona. 2022. Introduction to SmartPLS and Result Reporting.
Alyssa Anindya Putri, Mohamad Rizan, and Ika Febrilia. 2022. “The Influence of Social Media Marketing and E-Wom on Purchase Decisions Through Purchase Intention: Study on Ready-to-Eat Food.” JURNAL DINAMIKA MANAJEMEN DAN BISNIS 5 (2): 1–17. https://doi.org/10.21009/JDMB.05.2.1.
Arta, I G.S., and N.N.K. Yasa. 2019. “THE ROLE OF PURCHASE INTENTION ON MEDIATING THE RELATIONSHIP OF E-WOM AND E-WOM CREDIBILITY TO PURCHASE DECISION.” Russian Journal of Agricultural and Socio-Economic Sciences 86 (2): 33–39. https://doi.org/10.18551/rjoas.2019-02.06.
Chen, Yen-Liang, Chia-Ling Chang, and An-Qiao Sung. 2021. “Predicting EWOM’s Influence on Purchase Intention Based on Helpfulness, Credibility, Information Quality and Professionalism.” Sustainability 13 (13): 7486. https://doi.org/10.3390/su13137486.
Hair, JrJoseph F, William C. Black, Barry Babin J., and Rolph E. Anderson. 2019. Multivariate Data Analysis. 8th ed. Annabel Ainscow.
Hootsuite and We Are Social. 2021. “Digital 2021: Indonesia." DataReportalNo Title.” https://datareportal.com/reports/digital-2021-indonesia.
Kurniawati, Dita. 2024. “Implementasi Literasi Sains Dalam Meningkatkan Pembelajaran Ilmu Alamiah Dasar Mahamahasiswa STAI Islamic Centre Demak.” Jurnal Pendidikan Indonesia: Teori, Penelitian, Dan Inovasi 4 (5).
Leong, Choi-Meng, Alexa Min-Wei Loi, and Steve Woon. 2022. “The Influence of Social Media EWOM Information on Purchase Intention.” Journal of Marketing Analytics 10 (2): 145–57. https://doi.org/10.1057/s41270-021-00132-9.
Manfrin, Andrea, Bugewa Apampa, and Prabha Parthasarathy. 2019. “A Conceptual Model for Students’ Satisfaction with Team-Based Learning Using Partial Least Squares Structural Equation Modelling in a Faculty of Life Sciences, in the United Kingdom.” Journal of Educational Evaluation for Health Professions 16 (November):36. https://doi.org/10.3352/jeehp.2019.16.36.
Nie, Jocelyn, Ferawati Angelita, Yolanda Febryna, Amelia, Vanesya Beatrix, Christopher Chendra, and Jerry Wijaya. 2023. “PENGARUH E-WOM TERHADAP PURCHASE DECISION PADA AYAM BETUTU BU LINA GILIMANUK, BALI.” Journal of Applied Management Studies 5 (1): 130–41. https://doi.org/10.51713/jamms.v5i1.113.
Plessis, Charmaine du. 2022. “A Scoping Review of the Effect of Content Marketing on Online Consumer Behavior.” Sage Open 12 (2). https://doi.org/10.1177/21582440221093042.
Putri, Putu Adnyani, and Ni Made Asti Aksari. 2024. “PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH E-WOM TERHADAP PURCHASE INTENTION PADA AMOLAS CAFÉ CANGGU.” E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, February, 249. https://doi.org/10.24843/EEB.2024.v13.i02.p05.
Ruangkanjanases, Athapol, Pasika Jeebjong, Natalia Sonata, and Lim Sanny. 2021. “E-WOM and Its Impacts on Purchasing Behavior: A Comparative Study between Thai and Indonesian Millennials.” International Journal of Electronic Commerce Studies 12 (1): 65. https://doi.org/10.7903/ijecs.1893.
Sugiyono. 2013. Metode Penelitian Pendidikan : Pendekatan Kualitatif, Kualitatif, Dan R&D. Bandung: Alfabeta CV.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Is Solikhatun, Teguh Imam Rahayu, Ali Ridwan
This work is licensed under a Creative Commons Attribution 4.0 International License.
