Pengaruh Electronic Word Of Mouth (E-WOM) di Instagram Terhadap Keputusan Pembelian Pada Kangen Seblak Bojonegoro
Abstract
The purpose of this study was to determine the effect of Electronic Word Of Mouth (E-WOM) on purchasing decisions positively and significantly. The approach used in this study is a quantitative approach using survey methods. The sampling technique used in this study was purposive sampling, and analyzed using simple linear regression analysis. This study found that the value of
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Amin, Amirudin M, and Rafiqah Fitri Yanti. “INVEST : Jurnal Inovasi Bisnis Dan Akuntansi Motivation On The Decision To Purchase Korean Skincare Products Nature Republic Motivasi Terhadap Keputusan Pembelian Produk Skincare Korea Nature Republic.” INVEST : Jurnal Inovasi Bisnis dan Akuntansi 2, no. 1 (2021): 1–14.
Fhonna, Ria Amalia, and Sorayanti Utami. “Pengaruh Electronic Word Of Mouth Terhadap Keterlibatan Keputusan Pembelian Dan Kepercayaan Sebagai Pemediasi Pada Konsumen Shopee Di Universitas Syiah Kuala.” Jurnal Ilmiah Mahasiswa Ekonomi Manajemen 3, no. 3 (2018): 20–32.
Ghozali, Imam. Aplikasi Multivate Dengan Program IBM SPSS 21. 7th ed. Semarang: Badan Penerbit Universitas Diponegoro, 2013.
Handra, Tessa, and Felix Sutisna. “Pengaruh Social Identity, Ewom, Perceived Risk, Dan Trust Terhadap Purchase Intention Dan Dampaknya Terhadap Purchase Decision Pada E-Commerce.” Jurnal Bina Manajemen 9, no. 2 (2021): 126–145.
Hermawan, Hendra, Ryan Agma Ramadhan, and M. Syahriramdani. “Pengaruh Electronic Word of Mouth (EWOM) Di Instagram Terhadap Keputusan Pembelian Pada Restoran Richeese Factory.” Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi 18, no. 1 (2021): 65–76.
Jalilvand, Mohammad Reza, and Neda Samiei. “The Effect Of Electronic Word Of Mouth On Brand Image And Purchase Intention: An Empirical Study In The Automobile Industry In Iran.” Marketing Intelligence and Planning 30, no. 4 (2012): 460–476.
Kotler, Philip, and Kevin Lane Keller. Marketing Manajemen. 15th ed. Kendallville: Pearson Education, 2016.
Luthfiyatillah, Luthfiyatillah, Afifah Nur Millatina, Sitti Hamidah Mujahidah, and Sri Herianingrum. “Efektifitas Media Instagram Dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Serta Keputusan Pembelian.” Jurnal Penelitian IPTEKS 5, no. 1 (2020): 101–115.
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Purnomo, Albert Kurniawan. Pengolahan Riset Ekonomi Jadi Mudah Dengan IBM SPSS. Surabaya: Jakad Media Publishing, 2019. https://www.google.co.id/books/edition/Pengolahan_Riset_Ekonomi_Jadi_Mudah_Deng/TdzYDwAAQBAJ?hl=id&gbpv=1&dq=Pengolahan+Riset+Ekonomi+Jadi+Mudah+Dengan+IBM+SPSS&printsec=frontcover.
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Saputra, Didin Hadi, Dian Utami Sutiksno, Aditya Halim Perdana Kusuma, Romindo, Dewi Wahyuni, Agung Purnomo, and Janner Simarmata. Digital Marketing: Komunikasi Bisnis Menjadi Lebih Mudah. Yayasan Kita Menulis, 2020. https://www.google.co.id/books/edition/Digital_Marketing_Komunikasi_Bisnis_Menj/usbSDwAAQBAJ?hl=id&gbpv=0.
Sari, Azizah Pratika, and Rose Rahmidani. “Pengaruh E-Word Of Mouth Dan E-Trust Terhadap E-Purchase Decision Mahasiswa Universitas Negeri Padang Pada Marketplace Lazada.” Jurnal Ecogen 2, no. 4 (2019): 666–677.
Soraya, Nadhifah Citra Tsani, and Novi Marlena. “Pengaruh Word of Mouth Dan Kualitas Produk Terhadap Keputusan Pembelian Bakso Boedjangan Di Surabaya.” Jurnal Penelitian Ilmu Manajemen (JPIM) 5, no. 3 (2020): 229–245. https://jurnalekonomi.unisla.ac.id/index.php/jpim.
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Sudaryo, Yoyo, Nunung Ayu Sofiati, Mohamad Arfiman Yosep, and Budi Nurdiansyah. Digital Marketing Dan Fintech Di Indonesia. Yogyakarta: Penerbit Andi, 2020. https://www.google.co.id/books/edition/Digital_Marketing_dan_Fintech_di_Indones/kpD5DwAAQBAJ?hl=id&gbpv=0.
Susmonowati, Trinik, and Husnul Khotimah. “Pengaruh Electronic Word of Mouth Dan Persepsi Nilai Terhadap Keputusan Pembelian Pada Situs Lazada.” Jurnal Lentera Bisnis 10, no. 2 (2021): 197–211.
Amin, Amirudin M, and Rafiqah Fitri Yanti. “INVEST : Jurnal Inovasi Bisnis Dan Akuntansi Motivation On The Decision To Purchase Korean Skincare Products Nature Republic Motivasi Terhadap Keputusan Pembelian Produk Skincare Korea Nature Republic.” INVEST : Jurnal Inovasi Bisnis dan Akuntansi 2, no. 1 (2021): 1–14.
Fhonna, Ria Amalia, and Sorayanti Utami. “Pengaruh Electronic Word Of Mouth Terhadap Keterlibatan Keputusan Pembelian Dan Kepercayaan Sebagai Pemediasi Pada Konsumen Shopee Di Universitas Syiah Kuala.” Jurnal Ilmiah Mahasiswa Ekonomi Manajemen 3, no. 3 (2018): 20–32.
Ghozali, Imam. Aplikasi Multivate Dengan Program IBM SPSS 21. 7th ed. Semarang: Badan Penerbit Universitas Diponegoro, 2013.
Handra, Tessa, and Felix Sutisna. “Pengaruh Social Identity, Ewom, Perceived Risk, Dan Trust Terhadap Purchase Intention Dan Dampaknya Terhadap Purchase Decision Pada E-Commerce.” Jurnal Bina Manajemen 9, no. 2 (2021): 126–145.
Hermawan, Hendra, Ryan Agma Ramadhan, and M. Syahriramdani. “Pengaruh Electronic Word of Mouth (EWOM) Di Instagram Terhadap Keputusan Pembelian Pada Restoran Richeese Factory.” Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi 18, no. 1 (2021): 65–76.
Jalilvand, Mohammad Reza, and Neda Samiei. “The Effect Of Electronic Word Of Mouth On Brand Image And Purchase Intention: An Empirical Study In The Automobile Industry In Iran.” Marketing Intelligence and Planning 30, no. 4 (2012): 460–476.
Kotler, Philip, and Kevin Lane Keller. Marketing Manajemen. 15th ed. Kendallville: Pearson Education, 2016.
Luthfiyatillah, Luthfiyatillah, Afifah Nur Millatina, Sitti Hamidah Mujahidah, and Sri Herianingrum. “Efektifitas Media Instagram Dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Serta Keputusan Pembelian.” Jurnal Penelitian IPTEKS 5, no. 1 (2020): 101–115.
Narimawati, Umi, Jonathan Sarwono, Dadang Munandar, and Marliana Budhiningtias Winanti. Metode Penelitian Dalam Implementasi Ragam Analisis. Edited by Ratih Indah Utami. Yogyakarta: Penerbit Andi, 2020. https://www.google.co.id/books/edition/Metode_Penelitian_dalam_Implementasi_Rag/rV0MEAAAQBAJ?hl=id&gbpv=1&dq=Metode+Penelitian+dalam+Implementasi+Ragam+Analisis+umi+narimawati&printsec=frontcover.
Purnomo, Albert Kurniawan. Pengolahan Riset Ekonomi Jadi Mudah Dengan IBM SPSS. Surabaya: Jakad Media Publishing, 2019. https://www.google.co.id/books/edition/Pengolahan_Riset_Ekonomi_Jadi_Mudah_Deng/TdzYDwAAQBAJ?hl=id&gbpv=1&dq=Pengolahan+Riset+Ekonomi+Jadi+Mudah+Dengan+IBM+SPSS&printsec=frontcover.
Rachmadi, Tri. The Power Of Digital Marketing. TIGA Ebook, 2020. https://www.google.co.id/books/edition/The_Power_Of_Digital_Marketing/RCzyDwAAQBAJ?hl=id&gbpv=1.
Saputra, Didin Hadi, Dian Utami Sutiksno, Aditya Halim Perdana Kusuma, Romindo, Dewi Wahyuni, Agung Purnomo, and Janner Simarmata. Digital Marketing: Komunikasi Bisnis Menjadi Lebih Mudah. Yayasan Kita Menulis, 2020. https://www.google.co.id/books/edition/Digital_Marketing_Komunikasi_Bisnis_Menj/usbSDwAAQBAJ?hl=id&gbpv=0.
Sari, Azizah Pratika, and Rose Rahmidani. “Pengaruh E-Word Of Mouth Dan E-Trust Terhadap E-Purchase Decision Mahasiswa Universitas Negeri Padang Pada Marketplace Lazada.” Jurnal Ecogen 2, no. 4 (2019): 666–677.
Soraya, Nadhifah Citra Tsani, and Novi Marlena. “Pengaruh Word of Mouth Dan Kualitas Produk Terhadap Keputusan Pembelian Bakso Boedjangan Di Surabaya.” Jurnal Penelitian Ilmu Manajemen (JPIM) 5, no. 3 (2020): 229–245. https://jurnalekonomi.unisla.ac.id/index.php/jpim.
Sudarsono, Heri. Buku Ajar : Manajemen Pemasaran. Jember: Putsaka Abadi, 2020. https://books.google.co.id/books?id=Z-fWDwAAQBAJ&printsec=frontcover&hl=id&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false.
Sudaryo, Yoyo, Nunung Ayu Sofiati, Mohamad Arfiman Yosep, and Budi Nurdiansyah. Digital Marketing Dan Fintech Di Indonesia. Yogyakarta: Penerbit Andi, 2020. https://www.google.co.id/books/edition/Digital_Marketing_dan_Fintech_di_Indones/kpD5DwAAQBAJ?hl=id&gbpv=0.
Susmonowati, Trinik, and Husnul Khotimah. “Pengaruh Electronic Word of Mouth Dan Persepsi Nilai Terhadap Keputusan Pembelian Pada Situs Lazada.” Jurnal Lentera Bisnis 10, no. 2 (2021): 197–211.
Amin, Amirudin M, and Rafiqah Fitri Yanti. “INVEST : Jurnal Inovasi Bisnis Dan Akuntansi Motivation On The Decision To Purchase Korean Skincare Products Nature Republic Motivasi Terhadap Keputusan Pembelian Produk Skincare Korea Nature Republic.” INVEST : Jurnal Inovasi Bisnis dan Akuntansi 2, no. 1 (2021): 1–14.
Fhonna, Ria Amalia, and Sorayanti Utami. “Pengaruh Electronic Word Of Mouth Terhadap Keterlibatan Keputusan Pembelian Dan Kepercayaan Sebagai Pemediasi Pada Konsumen Shopee Di Universitas Syiah Kuala.” Jurnal Ilmiah Mahasiswa Ekonomi Manajemen 3, no. 3 (2018): 20–32.
Ghozali, Imam. Aplikasi Multivate Dengan Program IBM SPSS 21. 7th ed. Semarang: Badan Penerbit Universitas Diponegoro, 2013.
Handra, Tessa, and Felix Sutisna. “Pengaruh Social Identity, Ewom, Perceived Risk, Dan Trust Terhadap Purchase Intention Dan Dampaknya Terhadap Purchase Decision Pada E-Commerce.” Jurnal Bina Manajemen 9, no. 2 (2021): 126–145.
Hermawan, Hendra, Ryan Agma Ramadhan, and M. Syahriramdani. “Pengaruh Electronic Word of Mouth (EWOM) Di Instagram Terhadap Keputusan Pembelian Pada Restoran Richeese Factory.” Equilibrium: Jurnal Penelitian Pendidikan dan Ekonomi 18, no. 1 (2021): 65–76.
Jalilvand, Mohammad Reza, and Neda Samiei. “The Effect Of Electronic Word Of Mouth On Brand Image And Purchase Intention: An Empirical Study In The Automobile Industry In Iran.” Marketing Intelligence and Planning 30, no. 4 (2012): 460–476.
Kotler, Philip, and Kevin Lane Keller. Marketing Manajemen. 15th ed. Kendallville: Pearson Education, 2016.
Luthfiyatillah, Luthfiyatillah, Afifah Nur Millatina, Sitti Hamidah Mujahidah, and Sri Herianingrum. “Efektifitas Media Instagram Dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Serta Keputusan Pembelian.” Jurnal Penelitian IPTEKS 5, no. 1 (2020): 101–115.
Narimawati, Umi, Jonathan Sarwono, Dadang Munandar, and Marliana Budhiningtias Winanti. Metode Penelitian Dalam Implementasi Ragam Analisis. Edited by Ratih Indah Utami. Yogyakarta: Penerbit Andi, 2020. https://www.google.co.id/books/edition/Metode_Penelitian_dalam_Implementasi_Rag/rV0MEAAAQBAJ?hl=id&gbpv=1&dq=Metode+Penelitian+dalam+Implementasi+Ragam+Analisis+umi+narimawati&printsec=frontcover.
Purnomo, Albert Kurniawan. Pengolahan Riset Ekonomi Jadi Mudah Dengan IBM SPSS. Surabaya: Jakad Media Publishing, 2019. https://www.google.co.id/books/edition/Pengolahan_Riset_Ekonomi_Jadi_Mudah_Deng/TdzYDwAAQBAJ?hl=id&gbpv=1&dq=Pengolahan+Riset+Ekonomi+Jadi+Mudah+Dengan+IBM+SPSS&printsec=frontcover.
Rachmadi, Tri. The Power Of Digital Marketing. TIGA Ebook, 2020. https://www.google.co.id/books/edition/The_Power_Of_Digital_Marketing/RCzyDwAAQBAJ?hl=id&gbpv=1.
Saputra, Didin Hadi, Dian Utami Sutiksno, Aditya Halim Perdana Kusuma, Romindo, Dewi Wahyuni, Agung Purnomo, and Janner Simarmata. Digital Marketing: Komunikasi Bisnis Menjadi Lebih Mudah. Yayasan Kita Menulis, 2020. https://www.google.co.id/books/edition/Digital_Marketing_Komunikasi_Bisnis_Menj/usbSDwAAQBAJ?hl=id&gbpv=0.
Sari, Azizah Pratika, and Rose Rahmidani. “Pengaruh E-Word Of Mouth Dan E-Trust Terhadap E-Purchase Decision Mahasiswa Universitas Negeri Padang Pada Marketplace Lazada.” Jurnal Ecogen 2, no. 4 (2019): 666–677.
Soraya, Nadhifah Citra Tsani, and Novi Marlena. “Pengaruh Word of Mouth Dan Kualitas Produk Terhadap Keputusan Pembelian Bakso Boedjangan Di Surabaya.” Jurnal Penelitian Ilmu Manajemen (JPIM) 5, no. 3 (2020): 229–245. https://jurnalekonomi.unisla.ac.id/index.php/jpim.
Sudarsono, Heri. Buku Ajar : Manajemen Pemasaran. Jember: Putsaka Abadi, 2020. https://books.google.co.id/books?id=Z-fWDwAAQBAJ&printsec=frontcover&hl=id&source=gbs_ge_summary_r&cad=0#v=onepage&q&f=false.
Sudaryo, Yoyo, Nunung Ayu Sofiati, Mohamad Arfiman Yosep, and Budi Nurdiansyah. Digital Marketing Dan Fintech Di Indonesia. Yogyakarta: Penerbit Andi, 2020. https://www.google.co.id/books/edition/Digital_Marketing_dan_Fintech_di_Indones/kpD5DwAAQBAJ?hl=id&gbpv=0.
Susmonowati, Trinik, and Husnul Khotimah. “Pengaruh Electronic Word of Mouth Dan Persepsi Nilai Terhadap Keputusan Pembelian Pada Situs Lazada.” Jurnal Lentera Bisnis 10, no. 2 (2021): 197–211.
DOI: https://doi.org/10.21107/jkim.v2i4.15573
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