The Effect of Electronic Word of Mouth on Purchase Decisions at Shopee at Toko Akar Sari Cosmetics Pekanbaru
Abstract
In this study, two variables were used, namely Electronic Word Of Mouth as the independent variable (X) and Purchase Decision as the bound variable (Y). This research was conducted with the aim of determining the influence of electronic word of mouth on purchase decisions at Shopee Toko Akar Sari Cosmetics Pekanbaru. The hypothesis of this study is that there is an influence of electronic word of mouth on purchase decisions at Shopee Toko Akar Sari Cosmetics Pekanbaru. The data obtained from this study are through observation, questionnaires, interviews, documentation. In this study, the researcher used the Purposive Sampling sampling technique with a sample of 96 respondents. Then the data processing technique used in this study was SPSS 25 software. Based on the results of the analysis using the simple linear regression statistical method Y = 24.791 + 1.044X, it shows that the influence of electronic word of mouth (X) on purchase decisions (Y) is positive. Furthermore, the results of the hypothesis test of the t-test were 7.191 with a significance of 0.001. It was found that ttable was 1.985 which means tcount > ttable (7.191 > 1.985). So it can be concluded that Ha is accepted and Ho is rejected, in other words the independent variable (X) partially affects the bound variable (Y). and in the determination coefficient test (R2), it was concluded that R2 was 0.355 or 35.5%. This means that the electronic word of mouth variable affects the purchase decision at Shopee Toko Akar Sari Cosmetics Pekanbaru by 35.5% and 64.5% is influenced by other variables that are not discussed in this study such as promotion, product, price, service, location.
Downloads
References
Dewi, N. S., & Sudiksa, I. B. (2019). ROLE Dewi, N. S., & Sudiksa, I. B. (2019). THE ROLE OF BRAND TRUST MEDIATES THE ELECTRONIC WORD OF MOUTH TO PURCHASE DECISIONS. E-Journal of Management of Udayana University, 8(6), 3784. https://doi.org/10.24843/ejmunud.2019.v08.i06.p18KEPERCAYAAN MEM BRAND. E-Journal of Management of Udayana University, 8(6), 3784. https://doi.org/10.24843/ejmunud.2019.v08.i06.p18
Dr. M. Anang Firmansyah, S.E., M. . (2020). MARKETING COMMUNICATION.
Ikhsan, R. F., Devi, A., & Kosim, A. M. (2020). Analysis of Marketing Strategies in Increasing Sales of Pecak Hj. Sadiyah Cilodong Restaurant, Depok. In El-Mal: Journal of Islamic Economics & Business Studies (Vol. 3, Issue 1). https://doi.org/10.47467/elmal.v3i1.329
Joesyiana, K. (2018). The Influence of Word Of Mouth on Consumer Purchase Decisions on Shopee Online Shop Media in Pekabaru (Survey on Semester VII Students of the Department of Accounting Education, Faculty of Teacher Training and Education, Islamic University of Riau). Journal of Currency, Vol. 4(1), 71–85.
Kotler, Philip and Kevin Lane Keller. 2009. Marketing Management Edition 13 Volume 1. Jakarta: Erlangga.
Kotler, Philip and Kevin Lane Keller. 2009. Marketing Management. Edition 13 Volume 2. Jakarta: Erlangga.
Marliani, L. (2018). Definition of administration in various perspectives. Journal of the Faculty of Social and Political Sciences, University of Galuh, 5(4), 17–18. https://jurnal.unigal.ac.id/index.php/dinamika/article/view/1743/1407
Nur, D. S., Octavia, A., Magister, P., Feb, M., & Jambi, U. (2022). THE INFLUENCE OF ELECTRONIC WORD OF MOUTH ON PURCHASE DECISIONS WITH CONSUMER TRUST AS MEDIATION IN THE SHOPEE MARKETPLACE IN JAMBI CITY. Journal of Applied Management and Finance (Mankeu), 11(02).
Priambodo, G., & Subyanto, M. (2017). The Role of Traditional Word of Mouth Communication and Electronic Word of Mouth on Brands. Journal of Communication, 14(1), 8–17.
Ramadhika Dwi Poetra. (2019). CHAPTER II Literature Review CHAPTER II LITERATURE REVIEW 2.1. 1–64. Gastronomía Ecuatoriana y Turismo Local., 1(69), 5–24.
Samuel. (2017). The Effect of Product Diversity on Customer Satisfaction. The Influence of Product Diversity on Customer Satisfaction. http://eprints.kwikkiangie.ac.id/989/3/78160433 - SAMUEL - Chapter 2.pdf
Sangadji, Etta Mamang and Sopiah. 2018. Consumer Behavior – A Practical Approach accompanied by the Association of Research Journals. Yogyakarta: ANDI
Sari, N., Saputra, M., Husein, J., & Id, M. C. (2017). THE EFFECT OF ELECTRONIC WORD OF MOUTH ON PURCHASE DECISIONS IN ONLINE STORES BUKALAPAK.COM. In Journal of Master Management (Vol. 03, Issue 01).
Sari, V. M. (2012). The Effect of Electronic Word of Mouth (eWOM) on Social Media Twitter on Consumer Buying Interest (Study on Holycowsteak Restaurant). In Journal of FISIP University of Indonesia (Vol. 1, Issue 1).
Sugiyono. 2022. Quantitative, Qualitative, and R&D Research Methods Bandung: Alfabeta.
Sujarweni, Wiratna. (2020). Business & Economic Research Methodology. Yogjakarta
Wangsa I, Rahanatha GYasa N et al. (2022). SALES PROMOTION TO BUILD AN ELECTRONIC WORD OF MOUTH. Lakeisha.
Zhang, J. Q., Craciun, G., & Shin, D. (2010). When does electronic word-of-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336–1341. https://doi.org/10.1016/j.jbusres.2009.12.011
Copyright (c) 2024 Ristama Betaria, Eka Komalasari, Ema Fitri Lubis
This work is licensed under a Creative Commons Attribution 4.0 International License.
