THE INFLUENCE OF EWOM THROUGH INSTAGRAM SOCIAL MEDIA ON ONLINE PURCHASE INTENTION OF PRODUCTS: STUDY IN THE CITY OF BATAM

Catheline Catheline, Didi Sundiman

Abstract


In general, this study aims to determine the effect of eWOM through social media Instagram on the purchase intention of products online in Batam City. This study uses a quantitative approach. The sample in this study amounted to 113 respondents who were users of social media Instagram. This research instrument using a questionnaire and analyzed using techniques Structural Equation Modeling (SEM) with the help of the SmartPLS 2.0 program. The results of this study indicate that trust, informational influence, moral obligation have significant involvement in eWOM, but the altruism variable does not have a significant effect on eWOM through social media Instagram and eWOM through social media Instagram has a strong influence on purchase intention of products online in Batam City. Based on the results of this study, it can be concluded that the exchange of information through eWOM can lead to consumer buying interest.

Keywords


Purchase Intention; eWOM; eWOM Behavior; Instagram Social Media

Full Text:

PDF

References


Adjei, M. T., Noble, S. M., & Noble, C. H. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38(5), 634–653. https://doi.org/10.1007/s11747-009-0178-5

APJII. (2017). Penetrasi & Perilaku Pengguna Internet Indonesia, 2018(31 August 2018), Hasil Survey.

Batamnews. (2018). Belanja Online Meningkat, Pendapatan Jasa Kurir Berlipat. Retrieved from https://www.batamnews.co.id/berita-35039-belanja-online-meningkat-pendapatan-jasa-kurir-berlipat.html

Batamnews.co.id. (2018). Transaksi Online Tinggi di Batam, Pengiriman Barang Banyak Tertunda. Retrieved from https://www.batamnews.co.id/berita-35038-transaksi-online-tinggi-di-batam-pengiriman-barang-banyak-tertunda.html

Bohang, F. K. (2017). Indonesia, Pengguna Instagram Terbesar se-Asia Pasifik. Retrieved from https://tekno.kompas.com/read/2017/07/27/11480087/indonesia-pengguna-instagram-terbesar-se-asia-pasifik

Chinn, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modelling. Modern Methods for Business Research, 29(2), 295–336.

Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 37–41. https://doi.org/10.2501/IJA-30-1-047-075

Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth in social networking sites. International Journal of Advertising, 30(1), 47–75.

F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26. https://doi.org/10.1108/EBR-10-2013-0128

Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, JAMR-05-2017-0062. https://doi.org/10.1108/JAMR-05-2017-0062

Febriyantoro, M. T., & Arisandi, D. (2018). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil Dan Menengah Pada Era Masyarakat Ekonomi Asean. JMD: Jurnal Manajemen Dewantara, 1(2), 61–76.

Goldsmith, R. E., Clark, R. A., & Goldsmith, E. B. (2006). Extending the psychological profile of market mavenism. Journal of Consumer Behaviour, 5(5), 411–419. https://doi.org/10.1002/cb

Huang, J. H., Hsiao, T. T., & Chen, Y. F. (2012). The Effects of Electronic Word of Mouth on Product Judgment and Choice: The Moderating Role of the Sense of Virtual Community. Journal of Applied Social Psychology, 42(9), 2326–2347. https://doi.org/10.1111/j.1559-1816.2012.00943.x

Jalilvand, M. R., & Samiei, N. (2012). 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(4), 460–476. https://doi.org/10.1108/02634501211231946

Kemp, S. (2018). Digital in 2018: World’s Internet Users Pass the 4 Billion Mark. Retrieved from https://wearesocial.com/blog/2018/01/global-digital-report-2018

Kunja, S. R., & GVRK, A. (2018). Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs). Management Research Review, (Vcc), MRR-04-2017-0128. https://doi.org/10.1108/MRR-04-2017-0128

Mangold, W. G., & Faulds, D. J. (2009). Social media : The new hybrid element of the promotion mix Social media : The new hybrid element of the promotion mix. Business Horizons, (52), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002

Muk, A. (2007). Consumers’ intentions to opt in to SMS advertising: A cross-national study of young Americans and Koreans. International Journal of Advertising, 26(2), 177–198. https://doi.org/10.1080/10803548.2007.11073006

Reimer, T., & Benkenstein, M. (2016). Altruistic eWOM marketing: More than an alternative to monetary incentives. Journal of Retailing and Consumer Services, 31, 323–333. https://doi.org/10.1016/j.jretconser.2016.04.003

Rice, S. C. (2012). Reputation and uncertainty in online markets: An experimental study. Information Systems Research, 23(2), 436–452. https://doi.org/10.1287/isre.1110.0362

Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. Journal of Strategic Information Systems, 11(3–4), 271–295. https://doi.org/10.1016/S0963-8687(02)00021-5

Rumiyati, & Sundiman, D. (2017). No Title. Peran Manajemen Pengetahuan Pada Kapasitas Unovasi Usaha Kecil Dan Menengah (UKM) (Studi Pada UKM Di Kota Sampit), 2(2), 136–148.

Silalahi, H. C., & Sundiman, D. (2016). Knowledge Sharing Sebagai Sumber Inovasi Dan Keunggulan Bersaing Pada Usaha Kecil Menengah (UKM) Sektor Bengkel Otomotif (Studi Kasus CV. Ariron Jaya Tehnik). E-Jurnal Profit (Jurnal Penerapan Ilmu Manajemen Dan Kewirausahaan), 3(1), 56. https://doi.org/https://doi.org/10.3929/ethz-b-000238666

Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif dan R&D. https://doi.org/10.1007/s13398-014-0173-7.2

Sundiman, D. (2018). The Effect Of Knowledge Management on The Strategic Mangement Process Media by Competitive Intelligence in The Small Business Company. Jurnal Manajemen Dan Kewirausahaan, 20(2), 105–115. https://doi.org/10.9744/jmk.20.2.105

Sundiman, D., Chien, H. W., Andi, M., Surya, B. P. J., & Asmara, I. (2019). Knowledge management key factors : an empirical research on small and medium-sized enterprises in Indonesia. International Journal Business and Systems Research, 13(2), 139–161.

Wang, J. J., Wang, L. Y., & Wang, M. M. (2018). Understanding the effects of eWOM social ties on purchase intentions: A moderated mediation investigation. Electronic Commerce Research and Applications, 28, 54–62. https://doi.org/10.1016/j.elerap.2018.01.011

Yoo, B., Ho, K., & Tam, K. Y. (2006). The impact of information in electronic auctions: An analysis of buy-it-now auctions. In Proceedings of the Annual Hawaii International Conference on System Sciences (Vol. 8). https://doi.org/10.1109/HICSS.2006.470

Zhou, M., Dresner, M., & Windle, R. (2009). Revisiting feedback systems: Trust building in digital markets. Information and Management, 46(5), 279–284. https://doi.org/10.1016/j.im.2009.05.002.




DOI: http://dx.doi.org/10.26737/jtmb.v5i2.2163

Refbacks

  • There are currently no refbacks.


  
 

Published by:

Institute for Managing and Publishing of Scientific Journals STKIP Singkawang

JTMB (Jurnal Terapan Manajemen dan Bisnis)

e-ISSN : 2477-5282

p-ISSN : 2599-3127

Sekolah Tinggi Keguruan dan Ilmu Pendidikan (STKIP) Singkawang

Address : STKIP Singkawang, Jalan STKIP - Kelurahan Naram Singkawang, Kalimantan Barat, INDONESIA, 79251
No. Telp.   : +62562 420 0344
No. Fax.    : +62562 420 0584

  

Editor in Chief: [email protected] / [email protected] / Wa: +6285252002924

Coordinator:[email protected] / Wa: +6282142072788

Plagiarism Tools

JTMB Indexed by:

 

  Creative Commons License

Jurnal Terapan Manajemen dan Bisnis is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.