Analysis of the Influence of Social Media Marketing and E-WOM on Purchase Decisions Mediated by Brand Awareness and Trust at "X" Ice Cream Outlets
DOI:
https://doi.org/10.46799/ijssr.v3i12.614Keywords:
Social Media Marketing, Electronic Word Of Mouth, Brand Awareness, Trust, Purchase DecisionAbstract
With the evolution of the times, there has been a rise in the number of internet and social media users, leading to a shift from traditional marketing methods to digital marketing. The aim of this research was to explore how social media marketing and electronic word-of-mouth (e-WOM) affect the choices made in purchasing, with brand awareness and trust serving as mediating factors. Employing a quantitative approach, an online survey was conducted with 200 participants, and data processing was carried out using SmartPLS software. The findings revealed a notable and meaningful connection was observed, showing a positive influence among social media marketing, e-WOM, and purchasing decisions, wherein brand awareness and trust played intermediary roles., specifically in "X" ice cream outlets. Notably, brand awareness and trust were identified to have a partially mediating effect concerning the connection among social media marketing, e-WOM, and purchasing decisions, this study underscores the managerial significance of improving social media marketing, e-WOM, trust, and brand awareness to positively impact purchase choices.
References
Alika R. 2020. Survei: 54% UMKM Pakai Media Sosial untuk Pacu Penjualan saat Pandemi. Katadata. co. id. 2.
Ansari S, Ansari G, Ghori MU, Kazi AG. 2019. Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight. 2(2):5–10.doi:10.31580/jpvai.v2i2.896.
Ardiansyah F, Sarwoko E. 2020. How social media marketing influences consumers purchase decision: A mediation analysis of brand awareness. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen. 17(2):156–168.
Bambale AJ. 2014. Research methodological techniques as a model for quantitative studies in Social Sciences. British Journal of Economics, Management & Trade. 4(6):862–879.
Bastos W, Moore SG. 2021. Making word-of-mouth impactful: Why consumers react more to WOM about experiential than material purchases. J Bus Res. 130:110–123.doi:10.1016/J.JBUSRES.2021.03.022.
Bearman M, Nieminen JH, Ajjawi R. 2023. Designing assessment in a digital world: an organising framework. Assess Eval High Educ. 48(3):291–304.doi:10.1080/02602938.2022.2069674.
Chatzipanagiotou K, Azer J, Ranaweera C. 2023. E-WOM in the B2B context: Conceptual domain, forms, and implications for research. J Bus Res. 164.doi:10.1016/J.JBUSRES.2023.113957.
Civelek ME, Ertemel AV. 2018. Trust Building Model of Customers on B2c Websites: A Research on Generation Y Customers/B2c Web Sitelerinde Mü?terilerin Güven Olu?turma Modeli: Y Jenerasyonu Mü?terileri Üzerine Bir Ara?t?rma. Journal of History Culture and Art Research. 7(1):332–340.doi:10.7596/taksad.v7i1.1381.
Clinten B, Kusuma WK. 2023. Pengguna Internet di Indonesia Tembus 212, 9 Juta di Awal 2023. Diakses dari https://tekno. kompas. com/read/2023/02/13/19300087/pengguna-internet-di-indonesia-tembus-212-9-juta-di-awal-2023.
Ghozali I. 2016. Aplikasi analisis multivariete dengan program IBM SPSS 23.
Hair JF, Black WC, Babin BJ, Anderson RE, Tatham RL. 2010. Multivariate data analysis New Jersy: Pearson Education.
Handi H, Hendratono T, Purwanto E, Ihalauw JJOI. 2018. The effect of e-WOM and perceived value on the purchase decision of foods by using the go-food application as mediated by trust. Quality Innovation Prosperity. 22(2):112–127.doi:10.12776/qip.v22i2.1062.
Huang YC. 2022. How marketing strategy, perceived value and brand image influence WOM outcomes—The sharing economy perspective. Journal of Retailing and Consumer Services. 68.doi:10.1016/J.JRETCONSER.2022.103071.
Kodrat DS. 2021. The Effect of Social Media Marketing on Purchase Decision with Brand Awareness as Mediation on Haroo Table.
Kumar S, Prakash G, Gupta B, Cappiello G. 2023. How e-WOM influences consumers’ purchase intention towards private label brands on e-commerce platforms: Investigation through IAM (Information Adoption Model) and ELM (Elaboration Likelihood Model) Models. Technol Forecast Soc Change. 187.doi:10.1016/J.TECHFORE.2022.122199.
Kurniasari M, Budiatmo A. 2018. Pengaruh Social Media Marketing, Brand Awareness Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada J. Co Donuts & Coffee Semarang. Jurnal Ilmu Administrasi Bisnis. 7(3):152–159.doi:10.14710/jiab.2018.20968.
Muhson A. 2022. Analisis Statistik dengan SmartPLS: Path Analysis, Confirmatory Factor Analysis, & Structural Equation Modeling.
Rizaty MA. 2023. Pengguna Internet di Indonesia Sentuh 212 Juta pada 2023. Dataindonesia. id, Mar. 2.
S B, Chandra B. 2023. The influence of intrinsic and extrinsic motivational factors on e-WOM behaviour: The role of psychological impact during the time of COVID-19 crisis. Heliyon. 9(2).doi:10.1016/J.HELIYON.2023.E13270.
Saputra GW, & AIGAKS. 2020. Pengaruh digital marketing, word of mouth, dan kualitas pelayanan terhadap keputusan pembelian.
Sekaran U, Bougie R. 2016. Research methods for business: A skill building approach. john wiley & sons.
Seo E-J, Park J-W. 2018. A study on the influence of the information characteristics of airline social media on e-wom, brand equity and trust. The Open Transportation Journal. 12(1).doi:10.2174/1874447801812010289.
Seo EJ, Park J-W, Choi YJ. 2020. The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability. 12(4):1691.doi:10.3390/su12041691.
Suliyanto P, & MP. 2018. Metode Penelitian Bisnis untuk Skripsi .
Sulthana AN, Vasantha S. 2019. Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technology Research. 8(10):1–5.
Tuyu V, Moniharapon S, Poluan JG. 2022. The Effect Of Online Advertising And E-Wom On Online Product Purchase Decisions (Study On Consumer Bag Store Manado). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi. 10(3):526–537.doi:10.35794/emba.v10i3.42743.
Upadana MWK, Pramudana KAS. 2020. Brand Awareness Memediasi Pengaruh Social Media Marketing Terhadap Keputusan Pembelian. E-Jurnal Manajemen. 9(5):1921–1941.
Widi S. 2023. Pengguna Media Sosial di Indonesia Sebanyak 167 Juta pada 2023. Retrieved from DataIndonesia. id: https://dataindonesia. id/digital/detail/pengguna-media-sosial-di-indonesia-sebanyak-167-juta-pada-2023.
Published
Issue
Section
License
Copyright (c) 2023 Regina Raina Rania Citrasumidi, Lamhot Henry Pasaribu
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
