Electronic Word of Mouth (e-WoM) and Influencer Marketing Strategy on Purchase Decision of Skincare Products in Marketplace
DOI:
https://doi.org/10.37385/ijedr.v4i2.2200Keywords:
Online marketing, word of mouth (e-Wom), influencer marketingAbstract
In the digital era, online marketing strategies utilizing electronic word of mouth (e-Wom) and influencer marketing are increasingly popular and in high demand. Companies are now starting to use this marketing strategy to promote their products and services, which has a considerable impact. Consumers tend to trust the opinions and recommendations of people they follow on social media. This study aims to determine the effect of electronic word of mouth (eWom) and influencer marketing on purchasing decisions. The method in this research is a quantitative method with a descriptive verification approach. The population in this study were Generation Z women aged 13-25 years in Karawang Regency. The sample used was 100 respondents with the calculation of the Wibisono formula. The sampling technique used a nonprobability sampling method with a purposive sampling technique. Data analysis in this study used a structural equalition model (SEM) using SmartPLS. The results of this study indicate that the electronic word of mouth (eWom) variable has no direct relationship with the purchasing decision variable. Influencer marketing variables on purchasing decision variables show a positive and significant direct relationship.
References
Ahmadi, A., Taghipour, A., Fetscherin, M., & Ieamsom, S. (2023). Analyzing the influence of celebrities’ emotional and rational brand posts. Spanish Journal of Marketing - ESIC, 27(1), 117–136. https://doi.org/10.1108/SJME-12-2021-0238
Akdim, K. (2021). The influence of eWOM. Analyzing its characteristics and consequences, and future research linesLa influencia de eWOM. Analizando sus caracteristicas, consecuencas y futuras lineas de investigación ????????????, ?????????. Spanish Journal of Marketing - ESIC, 25(2), 239–259. https://doi.org/10.1108/SJME-10-2020-0186
Ali, H., Lilik, P., Nugroho, H., Halim, T., Firdaus, K., & Huda, N. (2020). Indonesia Gen Z And Millenial Report 2020: The Battle Of Our Generation. PT Alvara Strategi Indonesia, 134.
Anjani, S., & Irwansyah, I. (2020). The Role of Social Media Influencers in Communicating Messages Using Instagram. Polyglot: Jurnal Ilmiah, 16(2), 203–229.
Asosiasi Penyelenggara Jasa Internet Indonesia. (2022). Profil Internet Indonesia 2022. Apji.or.Od, June, 10.
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70(July 2022). https://doi.org/10.1016/j.jretconser.2022.103149
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117(October 2017), 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Citra Savitri, & Robby Fauji. (2021a). Model Electronic Word of Mouth Dan Rating Dalam Mempengaruhi Minat Beli Pada Marketplace Shopee Pada Masa Pandemi Covid-19. Buana Ilmu, 6(1), 1–12. https://doi.org/10.36805/bi.v6i1.1980
Citra Savitri, & Robby Fauji. (2021b). Model of Electronic Word of Mouth and Rating in Influencing Purchase Intention at the Shopee Marketplace during the Covid-19 Pandemic. Buana Ilmu, 6(1), 1–12. https://doi.org/10.36805/bi.v6i1.1980
Cresentia, A., & Nainggolan, R. (2022). The Influence of Credibility and Trustworthiness of Beauty Influencers on Instagram on Purchasing Decisions for Wardah Cosmetic Products. Performa, 6(6), 526–535. https://doi.org/10.37715/jp.v6i6.2156
F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM) An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/https://doi.org/10.1108/ebr-10-2013-0128
Fathurrahman, M. M., Triwardhani, D., & Argo, J. G. (2021). The Influence of Influencer Marketing and Viral Marketing on Purchasing Decisions Bittersweet By Najla. Prosiding SENAPENMAS, 346(2), 1209. https://doi.org/10.24912/psenapenmas.v0i0.15157
Goyette I., Ricard, L., J., B., & F., M. (2010). e?WOM Scale: word?of?mouth measurement scale for e?services context. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks. Sage, 165.
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2022). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, xxxx. https://doi.org/10.1016/j.apmrv.2022.07.007
Kartika, M., & Ganarsih, R. L. (2019). Analysis of E-Wom, Online Shopping Experience and Trust on Purchasing Decisions and Shopee E-Commerce Consumer Satisfaction for Postgraduate Students at Riau University. Tepak Manajemen Bisnis, XI(2), 289–307.
Kautish, P., Purohit, S., Filieri, R., & Dwivedi, Y. K. (2023). Examining the role of consumer motivations to use voice assistants for fashion shopping: The mediating role of awe experience and eWOM. Technological Forecasting and Social Change, 190(August 2022), 122407. https://doi.org/10.1016/j.techfore.2023.122407
Khwaja, M. G., & Zaman, U. (2020). Configuring the evolving role of ewom on the consumers information adoption. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 1–13. https://doi.org/10.3390/joitmc6040125
Kotler, P., & Armstrong, G. (2018). Principles of Marketing, Seventeenth Edition. In Pearson.
Latief, F., & Ayustira, N. (2020). The Effect of Online Customer Reviews and Customer Ratings on Purchasing Decisions for Cosmetic Products at Sociolla. Jurnal Mirai Managemnt, 6(1), 139–154.
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174(September 2021). https://doi.org/10.1016/j.techfore.2021.121246
Michalovich, A., & Hershkovitz, A. (2020). Assessing YouTube science news’ credibility: The impact of web-search on the role of video, source, and user attributes. Sage Journals.
Nadarajan, G., Bojei, J., & Khalid, H. (2017). The study on negative eWOM and its relationship to consumer’s intention to switch Mobile Service Provider. Procedia Computer Science, 124, 388–396. https://doi.org/10.1016/j.procs.2017.12.169
Nana Makmum. (2022). Beauty Industry Grows Fast Thanks to Digital Platforms. Jakarta Investor.
Nasir, T. M. B., Priyono, A. A., & Sholehuddin, S. (2023). The Influence of Social Media Advertising, Influencer Marketing, and Electronic Word-of-Mouth on Purchasing Decisions for Avoskin Beauty Products (Study on Students of the Faculty of Economics and Business, Islamic University of Malang). E-JRM: Elektronik Jurnal Riset Manajemen, 12(01).
Nasution, S. L. (2019). The Effect of Company Image, Service, and Products on Consumer Purchasing Decisions at Master Cash & Credit Kota Pinang. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 6(1), 60–69. https://doi.org/10.36987/ecobi.v6i1.35
Nawi, N. C., Al Mamun, A., Nurul, S., Deraman, S., Kamalrudin, M., Thi, H., Dieu, M., & Hayat, N. (2020). Influence of Social Media Marketing Activities on Customer Equities and Electronic Word of Mouth. Jalan Menara Gading, 7(1), 4078–4088.
Neni Sumarni, Syifa Pramudita Faddila, & Robby Fauji. (2020). Perilaku Belanja Online Pada Ibu Rumah Tangga Disaat Pandemi Covid-19 ( Studi Kasus Ibu Rumah Tangga Di Anjun Karawang ). Jurnal Manajemen & Bisnis Kreatif, 6(1), 1–22. https://doi.org/10.36805/manajemen.v6i2.1186
Nilashi, M., Ali Abumalloh, R., Alrizq, M., Alghamdi, A., Samad, S., Almulihi, A., Althobaiti, M. M., Yousoof Ismail, M., & Mohd, S. (2022). What is the impact of eWOM in social network sites on travel decision-making during the COVID-19 outbreak? A two-stage methodology. Telematics and Informatics, 69(February), 101795. https://doi.org/10.1016/j.tele.2022.101795
Nurhabibah, S., Savitri, C., Pramudita, S., Program Manajemen, F., Buana, U., & Karawang, P. (2022). the Effect of Online Customer Review and Online Customer Rating on Purchase Decisions At Copyright Grafika Store. Jurnal Ekonomi, 11(01), 221–228.
Pahlevi, R. (2022). Majority of the Public Shop on E-commerce. Databoks.
Permatasari, P. R. (2020). INFLUENCE OF PRODUCT ATTRIBUTES AND E-WOM ON CONSUMER LOYALTY IN CHOOSING WARDAH COSMETICS DIMEDIATED BY PURCHASE DECISIONS (Empirical Study of Cosmetic Users in Magelang City). 53(9), 1689–1699.
Priambodo, G., & Subyanto, M. (2017). The Role of Traditional Word Of Mouth and Electronic Word Of Mouth Communication on Brands. KOMUNIKOLOGI: Jurnal Ilmiah Ilmu Komunikasi, 14(1).
Rania, F. R. (2018). The Effect of Perceptions on Electronic Word Of Mouth (Ewom) Through Beauty Vloggers and Brand Image on Purchase Intention of Catrice Products. Diponegoro University.
Reinikainen, H., Tan, T. M., Luoma-aho, V., & Salo, J. (2021). Making and breaking relationships on social media: the impacts of brand and influencer betrayals. Technological Forecasting and Social Change, 171(July), 120990. https://doi.org/10.1016/j.techfore.2021.120990
Santosa, A. D., & Raharjo, D. S. (2021). PLS dan GeSCA dalam Analisis Kuantitatif.
Savitri, C., Huriyyati, R., Hendrayati, H., & Wibowo, L. A. (2020). The effect of electronic word of mouth for online transportation grab. International Journal of Advanced Science and Technology, 29(7 Special Issue), 266–269.
Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2022). The Effect of Electronic Word of Mouth on E-Purchase Decision at Marketplace. Proceedings of the 6th Global Conference on Business, Management, and Entrepreneurship (GCBME 2021), 657(Gcbme 2021), 170–172. https://doi.org/10.2991/aebmr.k.220701.034
Savitri, C., & Khalida, L. R. (2019). The Influence of e-Wom on Online Business. Jurnal Manajemen Dan Bisnis Kreatif, 5(1).
Serra-Cantallops, A., Ramon-Cardona, J., & Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC, 22(2), 142–162. https://doi.org/10.1108/SJME-03-2018-0009
Shen, Z. (2021). A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers. Journal of Research in Interactive Marketing, 15(2), 181–199. https://doi.org/10.1108/JRIM-10-2019-0161
Suryani, Suprihartini, L., & Akhirman. (2021). Electronic Word Of Mouth, Product Quality on Purchasing Decisions for HPAI Herbal Products with Brand Image as an Intervening Variable (On HPAI Herbal Product Customers in Tanjungpinang City). Stundent Online Journal Universitas Maritim Raja Ali Haji, 2(1), 448–462.
Sutoto, D. P. (2021). The Influence of Influencers, Price, Product Quality on Generation Z Purchasing Decisions (Study on Consumers Aged 11-26 Years on Instagram Dessert Bitter Sweet By Najla). Angewandte Chemie International Edition, 6(11), 951–952., 5–24.
Wiedmann, K. P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise – social influencers’ winning formula? Journal of Product and Brand Management, 30(5), 707–725. https://doi.org/10.1108/JPBM-06-2019-2442
Yang, X. (2022). Consumers’ purchase intentions in social commerce: the role of social psychological distance, perceived value, and perceived cognitive effort. Information Technology and People, 35(8), 330–348. https://doi.org/10.1108/ITP-02-2022-0091
Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41(February), 100980. https://doi.org/10.1016/j.elerap.2020.100980
Zukhrufani, A., & Zakiy, M. (2019). The effect of beauty influencer, lifestyle, brand image and halal labelization towards halal cosmetical purchasing decisions. Jurnal Ekonomi Dan Bisnis Islam (Journal of Islamic Economics and Business), 5(2), 168.
