PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP LOYALITAS KONSUMEN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL MEDIASI (Studi Kasus Pada Konsumen Wanita Monokrom Store Yogyakarta)
DOI:
https://doi.org/10.53866/jimi.v3i2.283Keywords:
Electronic Word of Mouth (EWOM), Purchase Decision, Consumer LoyaltyAbstract
This study aims to examine the effect of Electronic Word of Mouth (E-WOM) on purchasing decisions, to examine the effect of Electronic Word of Mouth (E-WOM) on consumer loyalty, to test whether purchasing decisions affect consumer loyalty and to test whether purchasing decisions mediate Electronic Word of Mouth (E-WOM) on consumer loyalty. They were using associative research methods with a quantitative approach. The subjects of this research are consumers who have purchased at least two Monochrome store products. This study used 100 respondents using a purposive sampling method. Based on the results of research that uses validity and reliability tests, with decision-making based on the Cronbach alpha formula and composite reliability from (Ghozali & Hengky 2015), that is, if the hypothesis in the study has a T-Statistic value > 1.96 and P -Value <0.05, then the hypothesis is accepted. Results of hypothesis 1: Electronic Word of Mouth (X) significantly affects consumer loyalty (Y) with a T- Statistic value of 2.579 and a P-Value of 0.010 accepted. Hypothesis 2: Electronic Word of Mouth (X) significantly affects purchasing decisions (M) with a T-Statistic value of 38.800 and a P-Value of 0.000 accepted. Hypothesis 3: purchasing decisions (M) affect consumer loyalty (Y) with a T-Statistic value of 8.505 and a P-Value of 0.000 accepted. Hypothesis 4: purchasing decisions mediate Electronic Word of Mouth (X) on consumer loyalty (Y). With a T-statistic value of 8.181 and a P-Value of 0.000, the hypothesis is accepted. This means that the independent variable has a significant effect on the dependent variable and will be more significant if the mediating variable also influences it.
References
Anshar, N. A. Al. (2018). Pengaruh Marketing Mix Terhadap Minat Pembelian dan Keputusan Pembelian Reksadana Syariah (Studi kasus pada Universitas Muhammadiyah Prof. Dr. Hamka dan STIE Tazkia Bogor). Sekripsi, 121.
Ghozali. I. & Hengky, L. (2015). Partial Least Squares Konsep Teknik dan Aplikasi Menggunakan SMARTPLS 3.0 (2nd ed.).
Ignasius Buniarto Signaga. (2017). Peran Mediasi keputusan pembelian pada pengaruh iklan, promosi penjualan, kualitas produk dan harga terhadap kepuasan konsumen dan loyalitas konsumen. In Sekripsi.
Indriyani, R., & Suri, A. (2020). Pengaruh Media Sosial Terhadap Keputusan Pembelian Melalui Motivasi Konsumen Pada Produk Fast Fashion. Jurnal Manajemen Pemasaran, 14(1), 25–34. https://doi.org/10.9744/pemasaran.14.1.25-34
Jaya, R. S. J. (2018). Pengaruh Syariah Marketing, Trust, dan Complain Handling Terhadap Customer Financing Loyalty pada KSPS BTM Surya PDM Sleman. 4, 9– 15.
Jesslyn, B. N., & Loisa, R. (2019). Pengaruh e-WOM di Instagram terhadap Loyalitas Pelanggan Kopi Janji Jiwa. Prologia, 3(2), 440. https://doi.org/10.24912/pr.v3i2.6385
Ma’shum, H. M. (2018). PENGARUH CITRA PERUSAHAAN DAN KUALITAS PELAYANAN TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN (Studi pada ASBIDI INSTRUMEN). In Sekripsi.
Mashuri. (2020). Analisis Dimensi Loyalitas Pelanggan Berdasarkan Perspektif Islam. Iqtishaduna: Jurnal Ilmiah Ekonomi Kita, 9(1), 54–64. https://ejournal.stiesyariahbengkalis.ac.id/index.php/iqtishaduna
Novita sari, Muhammad Saputa, J. H. (2017). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Toko Online Bukalapak.Com. Jurnal Manajemen Magister, 03(01), 96–106.
Purnomo, M. M. E. dan J. D. T. (2012). Analisis Faktor Konfirmatori untuk Mengetahui kesadaran berlalu lintas pengendara sepeda motor di Surabaya Timur. Sains dan Seni ITS, 1(230 1-928X).
Puspita, L., Sasmita, E. M., & Sari, B. (2020). Pengaruh Lokasi, Citra Rumah Sakit, dan Kualitas Pelayanan Terhadap Keputusan Memilih RSUD Pasar Minggu. Ekonomi & Bisnis.
Salam, A. (2017). Pengaruh Syariah Marketing, Trust, dan Complain Handling Terhadap Customer Financing Loyalty pada KSPS BTM Surya PDM Sleman. Skripsi, 4, 9– 15.
Sapma Apriliana, N., & Priyo Utomo, E. (2019). Pengaruh Intensitas Melihat Iklan di Instagram terhadap Pengetahuan dan Perilaku Konsumtif Remaja Putri. Jurnal Komunikasi, 13(2), 179–190. https://doi.org/10.20885/komunikasi.vol13.iss2.art5
Singgih Nurgiantoro. (2014). Pengaruh Strategi Promosi Melalui social media Terhadap Keputusan Pembelian Garskin Yang Dimediasi Word of Mouth Marketing.
Supriadi Thalib; Setiarini; Yuli Ardianto. (2020). DARI PENGARUH WORD OF MOUTH DAN KUALITAS PRODUK
Supriadi Thalib, Setiarini *, Yuli Ardianto Corresponding author: Jurnal Riset Manajemen dan Bisnis, 5(2), 273–284.
Wulandari, P. (2020). Pengaruh Promosi Media Sosial Facebook dan Word of Mouth Terhadap Keputusan Pembelian Pada Kafe Keboen di Binjai.
www.bps.go.id. (2018). BPS Statistik telkom indo. www.bps.go.id. (2019). BPS E-commers.
Yunaidi, A. (2017). Pemanfaatan Media Sosial Dalam Model Marketing Studi Kasusu Di Sanggar Arjuna Dusun Dadapbong Bantul Yogyakarta. In Studi, Program Syariah, Ekonomi Islam, Fakultas Agama Ata, Universitas Alma.
Aziz, F. A. (2023). Organizational Revitalization, Future-Oriented Leadership, and Technology-Based Communication: Encouraging Work Motivation and Commitment of Islamic Boarding School Educators in Cilacap Regency. Central European Management Journal, 31 (2), 1282-1294
Aziz, F. & Utami, H. T. (2019). The Influence of the Use of Accounting Information and Information Technology on the Success of Business Performance (A Survey on Micro, Small and Medium Enterprises (MSMEs) of Superior Products in Banyumas Regency), KnE Social Sciences.
Ma'sumah, S., Hamidi, A. L. (2023). The Influence of Tax Rates, Tax Payment Mechanisms, Tax Knowledge, Service Quality, And Taxpayer Awareness of Taxpayer Compliance with Religiosity as Intervening Variables. International Journal of Multidisciplinary Research and Analysis, 5 (4), 858-868.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Dewi Masruroh, Ridho Satrio Harapan, Dimas Wibisono
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
