Influence Of eWOM Research Articles

Decoding the consumer mindset: Exploring the role of e-WOM, online experiences and brand trust in KKV one-stop shop purchase intention

This quantitative study aims to contribute to this body of knowledge by investigating the influence of e-WOM, online shopping experiences and brand trust on purchase decisions at KKV one-stop shopping store, a prominent e-commerce platform specializing in one-stop shopping. By examining the roles of e-WOM, online experiences, and brand trust in shaping consumer mindsets and purchase decisions at KKV one-stop shopping store, this study aims to contribute to the growing body of knowledge in consumer behavior and e-commerce research, particularly in the context of one-stop shopping platforms. Primary data were collected through a questionnaire distributed through social media platforms using the Google Form application. The study used a purposive sampling technique and the final sample consisted of 121 respondents. The results show that e-WOM, online shopping experience and brand trust have positive and statistically significant effects on purchase decisions. Specifically, favorable e-WOM communication, positive online shopping experience and high levels of brand trust increase the likelihood that consumers will purchase from KKV one-stop shopping store. The findings highlight the importance of cultivating positive e-WOM, providing seamless online shopping experiences and fostering brand trust as strategies to improve consumer purchase decisions in the e-commerce space.

The Influence of Electronic Word of Mouth on Purchase Intention of Compass Shoe Customers in Padang City with Brand Image as a Mediating Variable

The aim of this research is to analyze: (1) The influence of E-WOM on Purchase Intention for Compass Shoes in Padang City. (2) The influence of E-WOM on the Brand Image of Compass Shoes in Padang City. (3) Influence of Brand Image on Purchase Intention for Compass Shoes in Padang City. 4) Influence of E-WOM on Purchase Intention for Compass Shoes in Padang City with Brand Image as a mediating variable. The type of data in this research is quantitative, the data source is primary data through distributing questionnaires via Google Form, the sampling technique is purposive sampling technique, the data analysis tool is SEM analysis using the Smart PLS VERSION 4 application. Research Results: (1) There is a significant influence between E-WOM on Purchase Intention for Compass Shoes in Padang City. 2) There is a significant influence between E-WOM on the Brand Image of Compass Shoes in Padang City. 3) There is a significant influence between Brand Image on Purchase Intention for Compass Shoes in Padang City. 4) There is a significant influence between E-WOM on Purchase Intention for Compass Shoes in Padang City through brand image

THE INFLUENCE OF ELECTRONIC WORD OF MOUTH, SECURITY, AND TRUST ON PURCHASING DECISIONS ON TOKOPEDIA MARKETPLACE IN BATAM CITY

Tokopedia marketplace visitors have decreased in each period, namely from the second quarter of 2022 with a total of 158,300,000 visitors to the third quarter of 2023 with a total of 97,066,667 visitors, this can happen due to certain factors that can influence the purchase decision of the Tokopedia marketplace. The purpose of this study is to find out whether there is an influence of E-wom, Security, Trust and Purchasing Decisions. Quantitative research method with Jacob Cohen's formula which total of respondents 204 people. Purposive sampling technique using data collection method is distributing questionnaires with Likert scale measurement. This study uses multiple linear regression analysis with the results of E-wom, Security and Trust has a positive and significant influence on the Tokopedia Marketplace in Batam City.

The Influence of Electronic Word of Mouth (eWOM) in Enhancing the Program Registration Applicants of a Youth Organization

The study explores the impact of electronic word-of-mouth (e-WOM) on the decisionmaking process of registering for the AIESEC 2021 program. Conducted using a quantitative survey method, the research applies marketing communication theory to understand the influence of e-WOM on consumer behavior. Surveying 75 registrants from the UPN "Veteran" Yogyakarta class of 2021, the findings reveal a significant and robust positive correlation (0.797) between e-WOM and registration decisions, as confirmed by the Product Moment Correlation Test. Additionally, the statistical significance of this relationship is supported by the t Test (p < 0.05), with the F Test indicating that eWOM contributes significantly to decisionmaking, accounting for 62.9% of the variance. However, 37.1% of decisionmaking factors remain unexplored. These results highlight the pivotal role of e-WOM in shaping consumer decisions, particularly in the context of registering for programs such as JOIN AIESEC 2021. Understanding and leveraging e-WOM can thus be crucial for organizations seeking to enhance their marketing strategies and attract participants to their programs

Revealing the Influence of eWOM in Consumer Purchase Choices: A Bibliometric Analysis

Revealing the Influence of eWOM in Consumer Purchase Choices: A Bibliometric Analysis

Electronic waste disposal behavioral intention of millennials: A moderating role of electronic word of mouth (eWOM) and perceived usage of online collection portal

The escalating magnitude of electronic garbage (e-waste) poses significant challenges for individuals, communities, and businesses within the economy. The global accumulation of electronic waste (e-waste) is increasing, accompanied by a lack of sustainable disposal methods due to the limited implementation of Circular Economy (CE) principles such as recycling and responsible resource exploitation. While there has been an observed increase in environmental awareness among individuals over the past decade, particularly among the demographic known as “Millennials,” there is a dearth of study pertaining to their electronic trash disposal practises. Furthermore, there is a need to investigate the influence of external factors such as Electronic word of mouth (eWOM) and perceived Usage of Online collection portal. Consequently, the present study has put forth a theoretical framework in order to investigate the perceived behavior of millennials towards the disposal of electronic trash (E-waste). The purpose of the theory of planned behavior (TPB) is to anticipate the perceived e-waste disposal behavior of millennials. This objective was empirically tested using a sample size of 305 respondents using structural equation modelling. The results indicate a positive correlation between millennials' intentions to dispose of e-waste and their attitude, subjective norms, and perceived behavioral control. The emergence of electronic eWOM has been recognized as an important factor in earlier research. In this study, we have examined the moderating influence of eWOM on E-waste disposal behavior. However, our findings suggest that eWOM has a major impact solely on the attitudes of millennials. Moreover, the influence of the online collecting site exhibits a substantial moderating impact on all the variables of the Theory of Planned Behavior (TPB). The current study proposes the implementation of a take-back plan through e-commerce websites, tailored to the behavioural intents of millennials. This solution carries significant theoretical and practical implications.

Analisis E-WOM, Brand Image, Trust dan Online Purchase Intention terhadap Aplikasi Gojek

This research wants to find out whether Trust and Brand Image can act as mediators between E-WOM and OPI in the Gojek Application. The research method used is quantitative, with data collection through questionnaires using a Likert scale. A total of 385 respondents who had used the Gojek Application service were selected using a purposive sampling technique. Data analysis was carried out using Structural Equation Modeling (SEM) with the help of SMART PLS 3 software. The research results show that E-WOM has a positive and significant influence on Trust and Brand Image. The influence of Brand Image on Trust is also significant. In the Intervening test, only Brand Image moderated the influence of E-WOM on Trust. Brand Image plays a key role in creating a big influence on Trust. In conclusion, Gojek is advised to continue to innovate in application development in order to build a positive image for its consumers. The better Gojek's image, the greater consumer confidence in using the services offered through the Gojek Application. Keywords: Gojek Application, Brand Image, E-Wom, Online Purchase Intention, Trust

The The Impact Of E-WOM On Purchase Intention In Shopee's E-Commerce: The Mediating Role Of Perceived Quality

Technological developments make it easier for us to carry out buying and selling transactions forgoods and services, one of which is the presence of various online shopping platforms such asShopee. This growth and development is of course supported by many factors, one of which isthe effective implementation of e-WOM and the celebrities who participate in encouraging theprogress of this platform through their campaigns. This research aims to study the influence ofe-WOM, celebrity endorsers, brand image on buying interest in people living in the Jabodetabekarea and its surroundings. The results of the analysis show that the implementation of e-WOMhas an influence on buying interest which is greater than before. This research provides anunderstanding of e-WOM, celebrity endorsers and brand image in purchasing interest throughShopee e-commerce.

The Power of Satisfaction and Trust: Unlocking E-WOM's Influence on Consumer Repurchase Intentions in Digital Marketplaces

The purpose of this research is to investigate how consumer repurchase intention in the setting of e-commerce is impacted by electronic word of mouth (e-WOM), trust, and customer happiness. The demographic of this study is the people who live in the North Banjarmasin District, and the research sample consists of 399 respondents who buy at the marketplace. The study used a quantitative design. An analysis method called structural equation modeling (SEM) is applied. The findings of the study demonstrate the significance of these variables in influencing the intention to repurchase, and e-WOM is recognized as a key tactic for encouraging customers to share pleasant experiences with one another. However, e-WOM is negatively impacted by the possibility of disseminating false information. According to research, e-WOM, trust, and customer happiness all significantly influence the desire to repurchase. Reliability of work, completeness of information, and timeliness of delivery can all be used to gauge this level of confidence.

ANALISIS PENGARUH E-WOM, BRAND IMAGE DAN TRUST TERHADAP PURCHASE INTENTION ECO-FRIENDLY TRANSPORT DI SURAKARTA

This research aims to test the analysis of the influence of E-Wom, brand image, and trust on purchase intention for eco-friendly transport in Surakarta. Participants in this research who utilise environmentally sustainable modes of transportation in Surakarta. The sample used was users of eco-friendly transport products aged 17 and over, and 309 respondents were domiciled in the Surakarta area. PLS 3.0 analysis was utilised by the researchers to conduct a quantitative examination of the research data. Trust significantly and positively influences the purchase intention of eco-friendly transport users; the brand image variable significantly and positively influences the purchase intention of eco-friendly transport users; e-wom positively and significantly influences the brand image of eco-friendly transport users; and trust significantly and positively influences the purchase intention of eco-friendly transport users.

Investigating the e-WOM Features Influencing Purchase Intention at Korean Restaurants based on SOR Theory

The growing fascination among Indonesians with Korean cuisine and the escalating usage of social media platforms has led to a significant reliance on electronic Word-of-Mouth (e-WOM) as a pivotal determinant for restaurant selection. This research aims to investigate the influence of e-WOM features, including Celebrity Endorsements, Influencer Recommendations, and Customer Reviews, on the purchase intentions of Indonesian consumers concerning Korean restaurants. Employing a deductive framework and quantitative methodologies, primary data collection was conducted. The findings underscore the paramount importance of Customer Reviews in shaping Indonesian consumers' decision-making processes when selecting Korean restaurants. These reviews are valued for their perceived authenticity and representation of diverse viewpoints, distinguishing them as credible and influential sources. In contrast, while Celebrity Endorsements and Influencer Recommendations influence consumer attitudes and perceptions, they do not significantly impact purchase intentions. This study provides valuable insights into the dynamics of e-WOM's influence on the Indonesian culinary landscape, with a specific emphasis on Korean restaurants. These findings hold practical significance for restaurant operators and marketers who leverage e-WOM to effectively engage and cater to diverse consumer segments within the Indonesian market.

Analisis Pengaruh E-Wom, Brand Attitude dan Trust terhadap Purchase Intention Eco-Friendly Transport di Surakarta

This research aims to test the analysis of the influence of E-Wom, brand attitude, and trust on purchase intention for eco-friendly transport in Surakarta. The population used in this research are users of eco-friendly transport products in Surakarta. The sample used was users of eco-friendly transport products aged 17 and over, and 309 respondents were domiciled in the Surakarta area. Data analysis with partial least squares (PLS) This study's quantitative data was analysed using 3.0 analysis. The results of the study suggest that electronic word-of-mouth (e-wom) significantly and favourably influences the confidence and perception of the brand among environmentally conscious transportation consumers. Additionally, trust exerts a substantial and favourable influence on the purchase intention of said consumers. Furthermore, the purchase intention is significantly and favourably impacted by brand attitude. Additionally, e-women significantly and positively affect the purchase intent of environmentally conscious transportation consumers,.

Mitigating the influence of preference-oriented negative electronic word-of-mouth: Investigating the role of consumers’ cognition regarding preference heterogeneity

Negative electronic word-of-mouth (eWOM) occasionally results from mismatches between reviewers’ preferences and product characteristics. In this study, we propose that enhancing consumers’ cognition of preference heterogeneity can overcome the egocentric anchoring in decision-making, thus inhibiting the negative influence of preference-oriented negative eWOM on consumers’ responses. Through four studies, we demonstrate that the negative impact of preference-oriented negative eWOM can be effectively reduced when consumers have high inherent cognition of preference heterogeneity or temporarily increase their cognition of preference heterogeneity by situational priming. Cognitive priming of preference heterogeneity has a more significant inhibitory effect on negative eWOM among less experienced consumers than more experienced consumers. Additionally, problem attribution plays a mediating role in shaping the impact of preference heterogeneity cognition on consumer responses, with a more pronounced mediating effect observed among less experienced consumers compared to their more experienced counterparts. The findings of this study have important theoretical significance and practical value for understanding the biased influence of eWOM on the consumer’s decision-making process.

The influence of e-wom on instagram, destination image and domestic tourist satisfaction on the intention to revisit Jakarta aquarium and safari

This study aims to determine the partial and simultaneous influence between E-WOM on Instagram, destination image and domestic tourist satisfaction with the intention to revisit Jakarta Aquarium and Safari. This study used multiple linear regression analysis techniques with purposive sampling techniques totaling 130 samples, which the samples were domestic tourists who had visited Jakarta Aquarium and Safari at least 2x. The results of this study show that there is a positive and significant influence of E-WOM on Instagram on the intention to revisit the Jakarta Aquarium and Safari and shows that there is a positive and significant influence of the image of the destination on the intention to revisit the Jakarta Aquarium and Safari. However, there was no significant effect of domestic tourist satisfaction on the intention to revisit the Jakarta Aquarium and Safari. In addition, the results of this study show that there is a positive and significant influence of E-WOM on Instagram, destination image and domestic tourist satisfaction together on the intention to visit Jakarta Aquarium and Safari again. With the coefficient of determination (R-Square) is 27.8% of the intention to visit Jakarta Aquarium and Safari is influenced by E-WOM on Instagram, destination image and domestic tourist satisfaction.

Interest in Revisiting Yogyakarta City Among Generation Z

This research aims to examine the influence of E-WoM, quality of experience, and destination image on revisit intention through tourist satisfaction in the city of Yogyakarta. The data used in this research is primary data. This research is included in quantitative research with a purposive sampling technique. The population of this study was 203 tourists who had visited the city of Yogyakarta in Indonesia. This research uses SEM-PLS version 4.0. The results of this research show that the experience quality and destination image have a significant positive effect on tourist satisfaction and revisit intention. Then the experience quality and destination image also have a significant positive effect on revisit intention through tourist satisfaction. Meanwhile, E-WoM has an insignificant positive effect on tourist satisfaction and an insignificant negative effect on revisit intention. E-WoM also has a positive and insignificant effect on intention to revisit through tourist satisfaction.

Influence of E-Wom, Innovation, E-Trust, and Website Attractiveness on Purchase Decision

Abstract. This research explores the impact of product innovation, website attractiveness, electronic word of mouth (e-WOM), and electronic trust (e-trust) on consumer purchasing decisions in the context of online transactions. In this explanatory quantitative study, the sample consists of 142 consumers who made online purchases through company website accounts. Data collection was conducted using questionnaires, and analysis was performed through the Structural Equation Modeling (SEM) approach with the assistance of SPSS software. The research results indicate that all variables, namely product innovation, website attractiveness, e-WOM, and e-trust, significantly and positively influence consumer purchasing decisions. These findings provide in-depth insights into the factors affecting consumer preferences in online purchases, with key roles played by e-WOM, online reputation, online social interaction, website attractiveness, and electronic trust. Practical implications emphasize the need for companies to focus on the development of attractive websites, the management of e-WOM, and the establishment of an online trust to enhance consumer purchasing decisions online. In conclusion, product innovation is also a crucial factor in capturing consumer attention in the competitive online environment. By implementing these findings, companies can design more effective marketing strategies, enhance online attractiveness, build consumer trust, and ultimately improve consumer purchasing decisions. Keywords: E-WoM, e-trust, web attractiveness, inovasi, dan purchase decision

Study of Porang Rice Purchase Intention: Moderating Role of Price Sensitivity

Food diversity become a way to gain food stability. Indonesia needs to diversify its staple food to gain food security. Porang rice as the analog rice can be a healthier paddy rice alternative for its lower glycemic index. Its electronic word of mouth (eWOM) as online promotion marketing can affect consumer’s attitude which in turn affects porang rice purchase intention based on the Theory of Planned Behavior. This research aims to investigate the eWOM influence on attitude; and consumer’s attitude towards porang rice purchase intention; and test the moderating effect of a price sensitivity towards the relationship of attitude and purchase intention. 160 respondents’ data was collected through online questionnaires and then analyzed using structural equation modeling (SEM) Warp-PLS 7.0. The research results show a significant positive influence of eWOM on attitude, as well as attitude towards porang rice purchase intention. A price sensitivity doesn’t have a significant moderation effect on the relationship between attitude and purchase intention.

The Influence of e-WOM and Social Media Marketing on Purchase Intention Local Skincare Products in Batam City Mediated by Brand Image

This research examines the factors of perceived quality, e-WOM, social media marketing, brand awareness and brand trust on purchase intention for local skincare products in Batam City which is mediated by brand image. Data collection was carried out by distributing questionnaires via Google Form to 305 respondents. The method used in this research is a quantitative method with a Structural Equation Modeling (SEM) approach. The results of the research show that perceived quality, e-WOM, social media marketing and brand awareness have a significant influence on purchase intention. Meanwhile, brand trust does not have a significant effect on purchase intention. Then the results were also found that social media marketing had a significant effect on purchase intention which was mediated by brand image. Meanwhile, e-WOM does not have a significant effect on purchase intention which is mediated by brand image. In conclusion, perceived quality, e-WOM, social media marketing, brand awareness play an important role in forming consumer purchase intentions for local skincare products as well as social media marketing mediated by brand image so that it is hoped that they can implement better strategies in these aspects.

ANALISIS PERILAKU GENERASI MILENIAL TERHADAP PRODUK SKINCARE THE ORIGINOTE

This research was carried out with the aim of finding the influence of e-commerce, trust and brand image on purchasing decisions. The research procedure involved the application of linear regression analysis, t test, f test, and calculation of determinant coefficients on a sample of 50 students at Muhammadiyah University of Riau. Data collection was carried out using a questionnaire. The findings from the research show that there is a negative impact of e-commerce and trust on purchasing decisions and conversely, brand image has a positive influence on purchasing decisions. The t and f tests show that the influence of e-wom, brand trust and brand image on purchasing decisions is significant. In addition, brand image has been shown to have a considerable positive impact on purchasing decisions, with brand standing out as the most influential factor. The limitation of this research lies in the use of data that includes respondents' views on the statements submitted in the research questionnaire, some respondents filled out the questionnaire without taking each statement seriously. However, it is hoped that the indicators presented in this research can serve as guidelines for sellers of The Originote skincare products in Pekanbaru.

The Influence of E-Wom and Digital Marketing on Purchasing Decisions at Shopee Marketplace in Palembang City

The purpose of this study was to analyze the influence of Electronic Word of Mouth (E-WOM) and Digital Marketing on purchase decisions made by consumers on the Shopee marketplace, especially in Palembang City. The use of E-WOM and Digital Marketing has increased significantly with the development of social media and e-commerce. The research method used was a causality approach with quantitative data collected from 100 Shopee application users in Palembang City through an online questionnaire. The research results showed that E-WOM and Digital Marketing significantly influenced the purchasing decisions made on the Shopee marketplace. Every improvement in online reviews (E-WOM) regarding Shopee led to an increase in purchase decisions. Additionally, an effective Digital Marketing strategy also contributed positively to consumer purchase decisions. The use of technology and online media, particularly related to the Shopee marketplace, was recognized as an important factor in consumer behavior. This study helps to understand the importance of E-WOM and Digital Marketing in online marketing, with a focus on consumers in the city of Palembang. The practical implications of this study are that companies can improve their digital marketing strategies and manage online reviews effectively to positively influence consumer purchase decisions.