488 Pengaruh Electronic Word Of Mouth (E-Wom) Dan Viral Marketing Terhadap Minat Beli Konsumen Pawon Steak Pangkalpinang
Kata Kunci:
Eletronic Word Of Mouth, (E-WOM), Minat Beli, Viral MarketingAbstrak
This study aims to identify and analyze studies on EWOM (Electronic Word Of Mouth), Viral Marketing, and buying interest, This research method uses descriptive research. The method used is quantitative method. The number of samples in this study were 96 respondents using a simple random sampling technique. The analysis model used is multiple linear regression analysis. This result showed that the Pawon Steak Pangkalpinang was in the good category. The results of multiple regression analysis testing showed positive result for all existing variables. While the t test and f test show that the EWOM (Electronic Word Of Mouth) and Viral Marketing variables have a positive and significant effect on buying interest in Pawon Steak Pangkalpinang
Unduhan
Referensi
Aini, Z. B. N., Siti, S., & Krisdianto, D. (2021). Pengaruh Electronic Word of Mouth Terhadap Minat Berkunjung Dan Keputusan Berkunjung (Studi Kasus Pada Pengunjung Pantai Boom Banyuwangi). JIAGABI (Jurnal Ilmu Administrasi Niaga/Bisnis), 10(1), 132–139. http://riset.unisma.ac.id/index.php/jiagabi/article/view/9995
Alcocer, N. H. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in Physiology, 8(JUL), 1–4. https://doi.org/10.3389/fpsyg.2017.01256
Arora, L., & Sharma, B. K. (2018). Influence of Review Quality, Review Quantity and Review Credibility on Purchase Intention in the context of High Involvement Products. European Journal of Applied Business Management, Special Issue, 4(4), 25-40
Artanti, Y., Hari Prasetyo, F., & Sulistyowati, R. (2019). How Social Media Marketing Influences Online Purchasing Decision: Study of the Viral Marketing and Perceived Ease of Use. KnE Social Sciences, 3(11), 988. https://doi.org/10.18502/kss.v3i11.4066
Bataineh, A. Q. (2015). The Impact of Perceived e-WOM on Purchase Intention: The Mediating Role of Corporate Image. International Journal of Marketing Studies, 7(1). https://doi.org/10.5539/ijms.v7n1p126
Bontcheva, K., Gorrell, G., & Wessels, B. (2013). Social Media and Information Overload: Survey Results. 1–31. http://arxiv.org/abs/1306.0813
Broadbent, J., & Dakki, M. A. (2015). How Much Is Too Much to Pay for Internet Access? A Behavioral Economic Analysis of Internet Use. Cyberpsychology, Behavior, and Social Networking, 18(8), 457–461. https://doi.org/10.1089/cyber.2014.0367
Cheung, Christy M.K., dan Lee, Matthew K.O. (2012). What Drives Consumers to Spread Electronic Word of Mouth in Online ConsumerOpinion Platforms. Decision Support Systems 53(1), 219.
Cheung, Christy & Thadani, Dimple. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54. 461–470. 10.1016/j.dss.2012.06.008.
Chinomona, R., Okoumba, L., & Pooe, D. (2013). The Impact of Product Quality on Perceived Value, Trust and Students’ Intention to Purchase Electronic Gadgets. Mediterranean Journal of Social Sciences. https://doi.org/10.5901/mjss.2013.v4n14p463
Cummins, S., W. Peltier, J., A. Schibrowsky, J., & Nill, A. (2014). Consumer behavior in the online context. Journal of Research in Interactive Marketing, 8(3), 169–202. https://doi.org/10.1108/JRIM-04-2013-0019
Cuong, P. H. (2021). Impact of social media marketing and e-wom on purchase intention of consumer goods buyers. Laplage Em Revista, 7(Extra-C), 703–713. https://doi.org/10.24115/s2446-622020217extra-c1146p.703-713
Daif, R., & Elsayed, K. (2019). Viral Marketing Impact on Tourism and Hospitality Industry. International Journal of Research in Tourism and Hospitality, 5(3), 34–41. https://doi.org/10.20431/2455-0043.0503004
Durmaz, A., & Yüksel, M. (2017). the Effect of Ewom on Purchase Intention: Evidence From E-Commerce Sites Ağizdan Ağİleti̇şi̇mi̇n Satin AlmNi̇yeti̇nEtki̇si̇: ETi̇careSi̇teleri̇Üzeri̇neBi̇r Araştirma. Suleyman Demirel University The Journal of Faculty of Economics and Administrative Sciences Y, 22(1), 231–239.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
Goyette, I., Richard, L., Bergeron, J., & Marticotte, F. (2012). E-WOM Scale: word-of-mouth measurement scale for e-service context. Canadian Journal of Administrative Sciences, 27(1), 5-23
Gunawan, D. D., & Huarng, K. H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237–2241. https://doi.org/10.1016/j.jbusres.2015.06.004
Haryani, S., & Motwani, B. (2015). Discriminant model for online viral marketing influencing consumers behavioural intention. Pacific Science Review B: Humanities and Social Sciences, 1(1), 49–56. https://doi.org/10.1016/j.psrb.2015.12.002
Hendrayati, H., & Pamungkas, P. (2020). Viral Marketing and E-Word of Mouth Communication in Social Media Marketing. 117(Gcbme 2018), 41–48. https://doi.org/10.2991/aebmr.k.200131.010
Ismagilova, E., Dwivedi, Y.K., Slade, E., Williams, M.D. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context (A State of the Art Analysis and Future Directions). Denmark: Springer Cham. https://doi.org/10.1007/978-3-319-52459-7
Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers, 20(3), 531–558. https://doi.org/10.1007/s10796-017-9810-y
Kotler, P., dan Armstrong, G. (2018). Principles Of Marketing (Edisi 14). New Jersey: Prentice-Hall Published.
Kotler, P., dan Keller, K.L. (2017). Marketing Management (16th Edition). London: Pearson Education,Inc.
_______. (2016). Marketing Management (15th Edition). London: Pearson Education,Inc.
Liu, Hsiang-His., & Wang, Yu-Ning. (2019). Interrelationships between Viral Mar-keting and Purchase Intention via Customer-Based Brand Equity. Journal of Business and Management Sciences, 7(2), 72-83.
Mubarok, Dadan Abdul Aziz. (2016). Pengaruh Celebrity Endorsement terhadap Minat Beli Konsumen (Studi pada Konsumen Mahasiswa Kelas Reguler Sore STIE INABA Bandung). Jurnal Indonesia Membangun 15(3), 65.
Muhajir, Mukaromah, H., Fathudin, Purwanti, K. L., Al Ansori, Y., Fahlevi, M., Rosmayati, S., Tanjung, R., Budiarti, R. H. S., Rosyadi, & Purwanto, A. (2022). The role of buzz and viral marketing strategic on purchase intention and supply chain performance. Uncertain Supply Chain Management, 10(2), 637–644. https://doi.org/10.5267/j.uscm.2021.11.002
Rakhmawati, A., Nizar, M., & Murtadlo, K. (2019). Pengaruh Electronic Word Of Mouth (E-WWOM) dan Viral Marketing Terhadap Minat Berkunjung dan Keputusan Berkunjung. Sketsa Bisnis, 6(1), 13–21. https://doi.org/10.35891/jsb.v6i1.1584
Roza, A. S., & Jumhur, H. M. (2021). Pengaruh Electronic Word Of Mouth Terhadap Minat Beli Konsumen Pada Followers Akun Instagram Avoskin. E-Proceeding of Management, 8(6), 7867–7872.
Sajid. (2015). Social Media and Its Role in Marketing. Business and Economics Journal, 07(01), 1–5. https://doi.org/10.4172/2151-6219.1000203
Sangadji, Atta Mamang dan Sopiah. (2013). Perilaku Konsumen Pendekatan Praktis Disertai Himpunan Jurnal Penelitian. Yogyakarta: Andi.
Shahnaz, Nanda Bella Fidanty dan Wahyono. (2016). Faktor yang Mempengaruhi Minat Beli Konsumen di Toko Online. Management Analysis Journal, 5(4), 392.
Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta
Syahputra, Edy. (2020). Snowball Throwing Tingkatkan Minat dan Hasil Belajar. Sukabumi: Haura Publishing.
Tanprajna, R. F., & Ellyawati, J. (2021). Effect of E-Referral and E-Wom on Purchase Intention: An Empirical Study in Indonesia. 11th International Conference on Modern Research in Management, Economics, and Accounting, 124–137. https://doi.org/10.33422/11th.meaconf.2020.12.83
Tapparan, S. R., Firanda, O., & Allo, T. (2022). Pengaruh viral marketing dan electronic word of mouth terhadap keputusan pembelian pada pengguna aplikasi shopee. 4(11), 5041–5048.
Tien, D. H., Amaya Rivas, A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249. https://doi.org/10.1016/j.apmrv.2018.06.003
Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The Effects of Social Media Marketing on Online Consumer Behavior. International Journal of Business and Management, 8(14). https://doi.org/10.5539/ijbm.v8n14p66
Wang, X.W., Teo, H.H., & Kwok, K.W. (2015). Simultaneity and interactivity of the effects of communication elements on consumers’ decision making in ewom system. Journal of Electronic Commerce Research, 16(3), 153-174.
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2023 Elisa Wulandari, Sumar, Darus Altin
Artikel ini berlisensi Creative Commons Attribution-NonCommercial 4.0 International License.
