The Influence Of Online Communities And Social Media E-Wom On Purchase Intention With Brand Trust As A Mediation Variable

Dina Anantya Rezki Putri, Alisa Tri Nawarini, Chandra Suparno, Suparjito Suparjito

Abstract


One of the options in online marketing that is in demand by business actors such as MSME is by using social media. One of the social media that is widely used by Indonesian people is Twitter. Ion88 food stall is a food stall that is widely recommended in @Unsoedfess1963 Twitter account. This recommendation comes from Twitter users who have visited the food stall and are satisfied with their eating experience. Type of Research is quantitative research using survey methods. Sampel Size Criteria Requires 190 respondents. The sample criteria in this study are Twitter users who follow @unsoedfess1963, the one has already knew about the information of Ion88 food stalls, and make purchases within the last 6 months at Ion88 food stalls. AMOS software is used to test the collected data. The analytical method to be used is validity, reliability and hypothesis testing using a structural equation model (SEM). This study shows that of all the hypotheses found a positive and significant influence. This research was conducted with the aim of providing an explanation of the magnitude of the influence of online communities and E-WOM on social media on purchase intention with brand trust as a mediation variable. It aims to help companies or MSME who want to take advantage of the social media that exists in Indonesia in developing products and making new products or promotions.

 

Keywords: electronic word of mouth (E-WOM), online communities, brand trust, purchase intention


Full Text:

PDF

References


References

Al-Gasawneh, J. A., & Al-Adamat, A. M. (2020). The mediating role of e-word of mouth on the relationship between content marketing and green purchase intention. Management Science Letters, 10, 1701–1708.

Armstrong, Garry & Philip Kotler (2007). Marketing An Introduction (Eight Edition). New Jersey: Pearson Prentice Hall.

Al Majid, A. A., & Sumadi. (2022). Pengaruh Electronic Word of Mouth dan Brand Image terhadap Sikap dan Minat Beli Konsumen Pakaian pada E-Commerce di Yogyakarta. Jurnal Mahasiswa Bisnis & Manajemen, Vol. 01, No. 03, pp 24-38.

Busler (2000). The match-up hypothesis:Physical Attractiveness, expertise and the role of fit on brand Attitude, Purchase Intent and Brand Belief. Journal of Advertising.Vol 29

Bozbay, Z., & Baslar, E. K. (2020). Impact of Brand Trust on Brand Loyalty: Mediating Role of Brand Effect. Journal of Academic Research in Economics, Vol. 12, No. 2, pp. 247-259.

Chinomona, R., & Maziriri, E. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research, 12(1).

Cahyono, F. D., Kusumawati, A., & Kumadji, S. (2016). Analisis Faktor-Faktor Pembentuk Electronic Word of Mouth (eWOM) dan Pengaruhnya terhadap Minat Beli (Survei pada Followers Akun Instagram @saboten_shokudo). Jurnal Administrasi Bisnis, Vol. 37, No. 1, pp. 148-157.

Foux, G. (2006). Consumer-generated media: Get your customers involved. Brand Strategy, 8(202), 38–39.

Fitriani, D. I., Priharsari, D., & Wicaksono, S. A. (2022). Faktor Pengaruh Interaksi Aktif dalam Komunitas Online yang Disponsori Merek. Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer, Vol. 6, No.2, pp. 733-744.

Ferrinadewi, Erna. 2018. Merek dan Psikologi Konsumen. Yogyakarta: Graha Ilmu.

Ferdinand. (2005). Structural equation modeling dalam penelitian manajemen. Semarang: Badan penerbit universitas diponegoro.

Goyette, I., Ricard,L. ,Bergeron,J. & Marticotte, F (2010). e-WOM Scale: Wordof-Mouth Measurement Scale for e-Services Context, Canadian Journal of Administrative Sciences,27(1),5-23.

Gruen, Thomas W., Summers, John O., and Acito, Frank (2000), “Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations”, Journal of Marketing, Vol. 34, No. 3, pp. 34-49.

Hikmareta, Andhika, and Dinda Amanda Zuliestiana. 2020.13 Pengaruh Social Media Marketing Pada Instagram Terhadap Purchase Intention Melalui Brand Awareness Sebagai Variabel Mediasi (Studi Kasus Pada Followers Aktif Akun Instagram Alpucard Online Printing). e-Proceeding of Management, Volume 20

Ika, Nuruni dan Kustini. 2011. Experiential Marketing, Emotional Branding, and Brand Trust and their Effect on Loyalty on Honda Motorcycle Product. Journal of Economics, Business, and Accountancy Ventura, Vol. 14, No. 1, April 2011.

Kotler, Philip and Kevin Lane Keller. (2016). Marketing Management. 15 th edition. Pearson Education, Inc

Kim, Jae W. et al. 2008. It Takes A Marketplace Community to Raise Brand Commitment: The Role of Online Communities. Journal of Marketing Management, Vol. 24, No. 3- 4 © Westburn Publishers Ltd.

Kamalasena, B. D. T. M., & 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), 92. https://doi.org/10.4038/sljmuok.v7i1.58

Kuem, J., Khansa, L., & Kim, S. S. (2020). Prominence and Engagement: Different Mechanisms Regulating Continuance and Contribution in Online Communities. Journal of Management Information Systems, 37(1), 162-190.

Kotler, P. dan G. Armstrong. 2010. Prinsip Prinsip Pemasaran. Jilid 1. Edisi Kedelapan. Erlangga. Jakarta

Lau, G. T., and Lee, S. H. (1999), “Consumers’ Trust in a Brand and the Link to Brand Loyalty,” Journal of Market Focused Management, No.4, pp. 341-370.

Mudarifah, S. (2020). Analisis Pengaruh Electronoc Word of Mouth terhadap Minat Beli Produk Kosmetik Maybelline Dengan Brand Trust Sebagai Variabel Mediasi (Studi Kasus Pada Pengguna Aplikasi Online Shop LAZADA.co.id). Manajemen dan Bisnis, 23-31.

Muniz, Albert, Jr. and O’Guinn, Thomas C. (2001), “Brand Community”, Journal of Consumer Research, Vol. 27, No. 4, pp. 412-432. Marmi. (2013). Kesehatan reproduksi. Yogyakarta: Pustaka Pelajar.

Meybiani, O., Faustine, G., & Siaputra, H. (2019). Pengaruh EWOM dan Online Trust terhadap Purchase Intention. Journal of Hospitality Management. Nurjanah, L., & Jerico, J. (2022). Analisa Dampak Berbagai Faktor Brand trust dan Purchase intention di E-Commerce Pada iGen. Journal of Management & Business, 539-553.

Pratomo, G. Y. (2021, April 14). Sejarah Twitter, Jejaring Sosial yang Terinspirasi dari SMS. Retrieved from Kompas.com: https://bit.ly/SejarahTwitter

Ramadhan, R. (2020, August 14). Bahasan seputar akun Base dan Menfess di Twitter. Retrieved from bukugue.com: https://bukugue.com/akun-base-atau-menfess-di-twitter/

Ramdhani, G. (2003). Modul Pengenalan Internet. http://dhani.singcat.com

Roozy, E., Arastoo, M. A.& Vazifehdust, H. (2014). Effect of Brand Equity on Consumer Purchase Intention

Ray, S., Kim, S. S., & Morris, J. G. (2014). The Central Role of Engagement in Online Communities. Information Systems Research, 25(3), 528–546.

Riyanto, G. P. (2023, February 14). Orang Indonesia Internetan Lebih dari 7 Jam Sehari, Paling Sering Buka WA dan IG. Retrieved from kompas.com: https://tekno.kompas.com/read/2023/02/14/14020097/orang-indonesia-internetan-lebih-dari-7-jam-sehari-paling-sering-buka-wa-dan-ig

Setiawan, P. Y., dan Mahaputra, D. G. K. 2019. Peran Sikap Memediasi Pengaruh Electronic Word of Mouth Terhadap Keputusan Berkunjung. E-Jurnal Manajemen, Vol. 8, No. 12.

Susanti, N. F., & Wulandari, R. (2021). How does The Electronic Word of Mouth (EWOM) Build Brand Trust in Increasing Buying Interest during The Covid-19 Pandemic? International Journal of Economics, Business and Management Research, 70-84.

Suliyanto. (2011). Analisis Data dalam Aplikasi Pemasaran. Ghalia Indonesia, Bogor

Sharma, M., Kumar, P. and Bhasker, B. (2014) ‘A Study of Factors Resulting To Online Community Formation’, Journal of Information Technology Management.

Solihin, D. (2020). Pengaruh Kepercayaan Pelanggan dan Promosi Terhadap Keputusan Pembelian Konsumen Pada Online Shop Mikaylaku Dengan Minat Beli Sebagai Variabel Intervening. JURNAL MANDIRI: Ilmu Pengetahuan, Seni, dan Teknologi, 38-51.

Thurau, Hennig, dkk. 2004. Electronic Word of Mouth Via Consumer Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?. Journal of Interactive Marketing.

Wadi, M.H., Fadhilah, M., dan Hutami, L.T.H. 2021 Analisis Pengaruh Citra Merek, Kepercayaan Merek dan Kualitas Produk Terhadap Keputusan Pembelian Sepatu Specs (Studi Kasus Pada Konsumen Sepatu Specs Di Kota Lombok Timur). JMAS (Jurnal Manajemen dan Sains), Vol 6, No.1, pp. 172-181.

We are social. (2022, January 26). DIGITAL 2022. Retrieved from we are social: https://wearesocial.com/uk/blog/2022/01/digital-2022/

We are social. (2023, January 26). DIGITAL 2023. Retrieved from we are social: https://wearesocial.com/uk/blog/2023/01/digital-2023/

Young, M. A., & Fachira, I. (2020). The Effect of Online Communities and Online Advertisement Towards The Purchase Intention of Healthcare Product: Case Study of Gea Medical. Asia Pacific Institute of Advanced Research (APIAR), 2-10.


Refbacks

  • There are currently no refbacks.