Pengaruh Electronic Word of Mouth dan Gaya Hidup terhadap Keputusan Pembelian pada Konsumen Shopee Kota Samarinda
DOI:
https://doi.org/10.47747/snfmi.v2i1.2432Abstract
This study aims to determine the Influence of Electronic Word of Mouth (EWOM) and Lifestyle on Purchasing Decisions of Shopee Consumers in Samarinda City. The findings of this study, which uses a quantitative approach with primary and secondary data sources, have practical implications for academics, marketers, and business professionals interested in consumer behavior and e-commerce. The study's sampling technique used purposive sampling, and a sample of 96 people was obtained. Data analysis was carried out using multiple linear regression methods with the help of the Statistical Product and Service Solution (SPSS) Version 25 program. The results of the study showed that EWOM influenced purchasing decisions. The more positive reviews other consumers give, the more consumers who read them will make purchasing decisions. It was also found that Shopee consumers always follow trends according to what is recommended by Shopee, which shows that lifestyle influences purchasing decisions.
References
Alotaibi, T. S., Alkhathlan, A. A., & Alzeer, S. S. (2019). Instagram shopping in Saudi Arabia: What influences consumer trust and purchase decisions? International Journal of Advanced Computer Science and Applications, 10(11), 605–613. https://doi.org/10.14569/IJACSA.2019.0101181
Apupianti, I. N., Sumarwan, U., & Tinaprilla, N. (2019). Influences of Shopping Lifestyle and Reference Groups Towards Purchase Intention of Preloved Fashion. Indonesian Journal of Business and Entrepreneurship, 5(3), 252–262. https://doi.org/10.17358/ijbe.5.3.252
Arif, M. (2016). Pengaruh Kualitas Pelayanan dan Harga Terhadap Keputusan Pembelian Pada PT. FASTFOOD Indonesia Store KFC Raja Medan (pp. 1–9).
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Cleopatra, M. (2015). Pengaruh Gaya Hidup dan Motivasi Belajar terhadap Prestasi Belajar Matematika. Formatif: Jurnal Ilmiah Pendidikan MIPA, 5(2), 168–181. https://doi.org/10.30998/formatif.v5i2.336
Dewi, E., Tarigan, S., Sabrina, H., & Syahputri, Y. (2020). The Influence of Lifestyle and Sales Promotion on Online Purchase Decisions for Home-Cooked Culinary during Covid-19 in Medan City, Indonesia. International Journal of Research and Review (Ijrrjournal.Com), 7(10), 10.
Dewi, N. S., & Sudiksa, I. B. (2019). Peran Kepercayaan Merek Memediasi Electronic Word of Mouth Terhadap Keputusan Pembelian. E-Jurnal Manajemen Universitas Udayana, 8(6), 3784. https://doi.org/10.24843/ejmunud.2019.v08.i06.p18
Dian, S., & Prajanti, W. (2019). Predicted Purchasing Decisions from Lifestyle , Product Quality and Price Through Purchase Motivation. 8(1), 1–11.
Djan, I., & Rubbiah Adawiyyah, S. (2020). The Effect of Convenience and Trust to Purchase Decision and Its Impact to Customer Satisfaction. International Journal of Business and Economics Research, 9(4), 269. https://doi.org/10.11648/j.ijber.20200904.23
Ferdinand, 2015. Metode Penelitian Manajemen: Pedoman Penelitian Untuk Penulisan Skripsi, Tesis dan Disertasi Ilmu Manajemen. Badan Penerbit Universitas Diponegoro. Semarang.
Fhonna, R. A., & Sorayanti Utami. (2018). 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(3), 20–32.
Ghozali. (2018). Aplikasi Analisis Multivariate. In Narratives of Therapists’ Lives (Edisi 9). https://doi.org/10.1055/s-2008-1040325
Handini, S. (2020). Proceeding Book of The 2 International Conference on Business and Banking Innovations ( ICOBBI ) 2020 “ Nurturing Business and Banking Sustainability ” Proceeding Book of The 2 International Conference on Business and Banking Innovations Steering Committe. ICOBBI (International Conference on Business and Banking Innovation) “Nurturing Business and Banking Sustainability,” 2, 145–152.
Hariyanti, N. T., Trianto, E. M., & Wirapraja, A. (2020). Hubungan Variabel Pemasaran Digital Terhadap Electronic Word Of Mouth ( E-WOM ): Sebuah Studi Literatur The Relationship of Digital Marketing Variables to Electronic Word. 9(November), 146–155. https://doi.org/10.34148/teknika.v9i2.299
Indah Purwaningsih, & Mochammad Munir Rachman. (2020). Pengaruh Kualitas Produk, Citra Merek Dan Wom Terhadap Keputusan Pembelian Produk Kosmetik Emina. Journal of Sustainability Bussiness Research (JSBR), 1(1), 369–375. https://doi.org/10.36456/jsbr.v1i1.3010
Jalilvand, M. R., Esfahani, S. S., & Samiei, N. (2011). Electronic word-of-mouth: Challenges and opportunities. Procedia Computer Science, 3, 42–46. https://doi.org/10.1016/j.procs.2010.12.008
Javadian Dehkordi, G., & Foster, B. (2016). A Concept ual St udy on t he Count ry of Origin Effect on Consumer Purchase Int ent ion Impact of Brand Image on Purchasing Decision on Mineral Water Product “Amidis” (Case Study on Bintang Trading Company). American Research Journal of Humanities and Social Sciences (ARJHSS), 2, 11. www.arjonline.org
Kotler, P., & Armstrong, G. (2018). Principles Of Markering. In Person Edition.
Kotler, P., & Keller, K. L. (2016). Marketing Management 15th. In Person Edition.
Laksono, D. D., & Iskandar, D. A. (2018). Pengaruh gaya hidup dan pendapatan terhadap keputusan pembelian helm kbc. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 3(2), 155–164.
Lingkan, M. (2016). Pengaruh Gaya Hidup, Harga, Kualitas Produk Terhadap Keputusan Pembelian Handphone Samsung Di Samsung Mobile It Center Manado. Jurnal Berkala Ilmiah Efisiensi, Vol.16(No.01), 493–502. https://ejournal.unsrat.ac.id/index.php/jbie/article/view/10913
Luthfiyatillah, L., Millatina, A. N., Mujahidah, S. H., & Herianingrum, S. (2020). Efektifitas Media Instagram Dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Serta Keputusan Pembelian. Jurnal Penelitian IPTEKS, 5(1), 101–115. https://doi.org/10.32528/ipteks.v5i1.3024
Mahliza, F. (2020). Consumer trust in online purchase decision. EPRA International Journal of Multidisciplinary Research (IJMR)-Peer Reviewed Journal, 2, 198–210. https://doi.org/10.36713/epra2013
Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The influence of EWOM characteristics on online repurchase intention: Mediating roles of trust and perceived usefulness. Online Information Review, 40(7), 1090–1110. https://doi.org/10.1108/OIR-11-2015-0373.
Mehyar, H., Saeed, M., Al-Ja’afreh, H. B. A., & Al-Adaileh, R. (2020). The impact of electronic word of mouth on consumers purchasing intention. Journal of Theoretical and Applied Information Technology, 98(2), 183–193.
Mulazid, A. S. (2018). Pengaruh brand image dan kepercayaan terhadap loyalitas nasabah pt. Bni syariah cabang fatmawati jakarta. Equilibrium: Jurnal Ekonomi Syariah, 6(1), 78. https://doi.org/10.21043/equilibrium.v6i1.3086
Prasetyo, K. A. (2018). The Influence of Trust, Security and Service Quality toward Purchase Decision at Lazada. Journal of Research in Management, 1(2), 18–22. https://doi.org/10.32424/jorim.v1i2.26
Pratama, D. W., & Santoso, S. B. (2018). Pengaruh Citra Merek , Kualitas Produk dan Harga Terhadap Keputusan Pembelian melalui Kepercayaan Konsumen pada Produk Stuck Original. Diponegoro Journal Of Management, 7, 1–11.
Prayoga, I., & Mulyandi, M. R. (2020). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Fore Coffee. Jurnal Syntax Transformation, 1(5), 136–140. http://jurnal.syntaxtransformation.co.id/index.php/jst/article/view/60/92%0Ahttp://jurnal.syntaxtransformation.co.id/index.php/jst/article/view/60
Purwaningrum, M. R., & Pasaribu, L. H. (2021). The Influence of Service Quality , Promotion , and Secure Transaction Towards Purchase Decision ( Study Case on Tokopedia . com ). 12(1), 190–196.
Putra, B. A. P. W., Rochman, F., & Noermijati, N. (2017). the Effect of Trust, Risk, and Web Design on Consumer Intention By Means of Consumer Attitude To Purchase Online. Jurnal Aplikasi Manajemen, 15(3), 472–479. https://doi.org/10.21776/ub.jam.2017.015.03.12
Rahman, H. A., & Sitio, A. (2020). the Effect of Promotion and Product Quality Through Purchase Decision on the Customer Satisfaction of Bohemian Project.Id Products. International Journal of Engineering Technologies and Management Research, 6(1), 55–72. https://doi.org/10.29121/ijetmr.v6.i1.2019.346
Senggetang, Vania., Mandey, Silvia L., Moniharapon, S. (2019). pembelian konsumen pada perumahan kawanua emerald city manado the influence of location , promotion and price perception to consumer purchase on kawanua emerald city manado housing. Fakultas Ekonomi Dan Bisnis, Jurusan Manajemen Universitas Sam Ratulangi Manado, 7(1).
Sharon, A. H. & tanasal. (2018). Do board of commissioners and audit committee function effectively in the corporate strategies? Study of real activities in indonesia. International Academic Conference on Economics and Business, December 2016, 1–4.
Sobandi, agus, & Somantri, B. (2018). Pengaruh Kepercayaan Konsumen Terhadap Keputusan Pembelian Secara Online. winter journalvol.,imwistudentresearch journal, 1(1), 215–217. https://doi.org/10.1090/nml/050/92
Sugiyono, P. D. (2019). Statistik Untuk Penelitian (ke 30).
Suhaily, L., & Darmoyo, S. (2017). Effect of product quality, perceived price and brand image on purchase decision mediated by customer trust (study on japanese brand electronic product). Jurnal Manajemen, 21(2), 179–194. https://doi.org/10.24912/jm.v21i2.230
Sulthana, A. N., & Vasantha, S. (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1–5.
Themba, G., & Mulala, M. (2013). Brand-Related eWOM and Its Effects on Purchase Decisions: An Empirical Study of University of Botswana Students. International Journal of Business and Management, 8(8). https://doi.org/10.5539/ijbm.v8n8p31
Warayuanti, W., & Suyanto, A. (2015). The Influence of Lifestyles and Consumers Attitudes on Product Purchasing Decision via Online Shopping in Indonesia. European Journal of Business and Management, 7(8), 74–80. https://www.iiste.org/Journals/index.php/EJBM/article/view/20944
Yaylí, A., & Bayram, M. (2012). E-WOM: The effects of online consumer reviews on purchasing decisions. International Journal of Internet Marketing and Advertising, 7(1), 51–64. https://doi.org/10.1504/IJIMA.2012.044958
