The Influence of Quality of E-Wom, Perceived Information Usefulness, Needs of Information on Purchase Intention of Online Shop MSME Consumers through Social Media Usage as Mediation (original) (raw)
Related papers
IJMRAP, 2023
The rapid development of the internet has triggered the birth of e-commerce which encourages people to make purchases online. Shopee is one of the largest e-commerce in Indonesia and even in Asia which promotes through social media and also utilizes online customer reviews as a way to attract consumers to make purchases. The purpose of this study is to determine the effect of social media promotions and online customer reviews on purchasing decisions through buying interest as a mediating variable. The number of samples taken was 211 respondents using a nonprobability sampling technique using a purposive sampling technique. Data collection was carried out using a physical questionnaire and also online. This type of research is explanatory research. This study used Smart PLS 4.0 for Windows software. The results of this study indicate that social media promotions and online customer reviews have a positive and significant impact on purchase decisions through purchase intention. These results support the theory of consumer behavior in decision-making process that includes problem recognition, information search, evaluation of alternatives, purchasing decisions, and post-purchase behavior. The limitations of the researcher are in the process of collecting data to obtain respondents with the criteria of users in this study. Suggestions for further research can be carried out in other agencies, cities, or regions and also for certain members of Shopee consumers to obtain more diverse results and update results in further research.
The International Journal of Business and Management, 2018
Investigation on the Impact of eWOM on Social Media towards the Purchase Intention of Consumers in Retail Industry in Sri Lanka 1. Introduction The retail industry of Sri Lanka is in a very competitive stage. The shoppers visiting the retail store view the store attributes as their experience. Retailers design the structure and various in store elements considering the quality of the experience that they wish to offer for implementing consistent service procedures. The physical environment of the retail store consists of viz, look of the store , equipment and facilities in the store, the ambience of the store, sales staff behavior in the store, institutional factors and other evident cues that shall offer evidence of service quality to shoppers. Consumer selection of retail patronage mode has been widely researched by marketing scholars. Several researches have done in this sector. Despite the wide spread belief that internet shoppers are primarily motivated by convenience, (Brown, Poper & Voges 2003). Slow growth and intense competition on retail markets in recent years increases the need for retailers to use strategies focused on retaining and attracting the right customers. However, a strategy that is effective in acquiring new customers may not be the most effective in retaining current customers. (Sirohi, Aughlin & Wittink 1998). For more than half a century, researchers have studied the power that word-of-mouth conversations have in the marketplace. These informal conversations between friends, family, co-workers and neighbors have been found to have a significant impact on consumer choice and to be more effective than traditional marketing tools, as they are typically perceived as more credible and trustworthy than commercial sources (
The Effect of Online Consumer Review on the Intention of Buying Products on Social Commerce
Aptisi Transactions on Management (ATM), 2019
E-commerce is one form of evolution business models that adopt Web 2.0 technology with the aim of increasing consumer participation and gaining economic value ( greater economic value ) .This study aims to conduct confirmatory research on the relationship between social trade construction, online consumer review, trust and intention to buy through a questionnaire survey done to e-commerce users, especially students at Pekalongam IAIN using the purposive sampling method . The results of the collected questionnaires are then analyzed quantitatively using partial least square (PLS) . From the analysis and quantitative testing that can be done It was concluded that online consumer review does not have a direct influence on the intention to buy, but construction of trade has a direct influence on the buyer's trust and it is known that trust has a direct influence on the intention to buy.
Journal of Accounting and Finance Management
This research aims to examine the effect of social media marketing and e- word of mouth on purchasing decisions; social media marketing and e-word of mouth influence purchase intention; social media marketing and e-word of mouth influence purchasing decisions by mediating purchase intention. This study uses a quantitative descriptive research approach using data obtained from a sample of the study population and analyzed according to statistical methods. The population in this study uses an infinite population, where the infinite population in this study is taken from consumers who have purchased Zoya's hijab products. The sampling technique used was accidental sampling with a total sample of 70 respondents. The analysis technique used is path analysis technique. by collecting data through research instruments, by distributing questionnaires to consumers. The results of the study found that based on the results of the study found that social media marketing and e-word of mouth h...
E-WOM and consumers’ purchase intention: An empirical study on Facebook
Innovative Marketing
Nowadays, organizations use social media to promote their services and products. At the same time, they use different tools to convey their messages, such as Facebook. Therefore, this study aims to investigate the factors that affect the e-WOM on Jordanian consumers’ purchase intention over Facebook. The study uses the information acceptance model (IAM) to examine the impact of information credibility, information quality, information adoption, and information usefulness over Facebook on Jordanian consumers’ purchase intention. The study uses cross-sectional quantitative research and is conducted online. The questionnaire was distributed through Facebook and WhatsApp, and the people who used only Facebook were allowed to complete the survey. Out of 327 filled questionnaires, only 304 were valid for further analysis. Collected data were coded in SPSS, and after confirming the validity and reliability of the tool, the correlation between variables was checked. In addition, multiple re...
The Impact of E-Media on Customer Purchase Intention
International Journal, 2011
In this research paper, authors investigated the social media (e-discussion, websites, online chat, email etc) parameters that have effect over the customers buying decisions. The research focused on the development of research model to test the impact of social media on the customer purchase intention. The literature review done to explore the work done on social media. The authors identify the problem and defined the objectives of the studies. In order to achieve them, a research model is proposed that followed by the development of research hypotheses to testify the model.
A TAM Approach of Studying the Factors in Social Media and Consumer Purchase Intention in Hong Kong
Journal of Economics, Management and Trade, 2018
In order to do all these commercial activities in an effective and efficient way, using the online social media platform is a suitable choice. This research studies that perceived risk, perceived usefulness, trust, and electronic word-of-mouth are the four predictors of consumer purchase intention. It is noteworthy that the results of this study show that perceived usefulness, perceived risk and electronic word-of-mouth are the key factors affecting customers' decision in purchasing. The results show that the consumers' relationship between their trust in the social media network platform information and the use of the product is not significant.
The Power of Website and Social Media for Strengthening Brand Image, E-WoM, and Purchase Decision
Journal of Economics, Business, & Accountancy Ventura
Nowadays, it becomes intriguing to observe the use of websites and social media by SMEs to market their products, especially in terms of seeing customer behavior. Some previous research found the effect of social media on attitude and consumer behaviors area, but less of the focus on website and social media quality and the effect on brand awareness, brand image, E-WoM, and purchase decision and the relationship among these concepts. This research examines the effect of websites and social media from the perspective of quality dimensions on brand awareness and the influence of brand awareness, E-WoM, and brand image on purchase decisions. In addition, this study has conducted purposive sampling for the 397 respondents who had transacted through the SMEs’ website or social media in two major cities in Indonesia: Jakarta and Surabaya. The PLS-SEM analysis technique was conducted in this study. The result found that there is a positive influence of website quality and social media qual...
International Journal of Social Service and Research
The rapid development of the internet has driven changes in marketing communication strategies, from communication through traditional mass media to using communication on the internet that utilizes social media. Marketing communication through social media can help micro, small and medium-sized businesses introduce their brands and products to consumers at a lower cost than through traditional media. The study aims to find out the influence of social media communication forms on brand equity, brand attitudes and consumer purchase intentions built from Consumer Decision Model. This study focus on selected UMKM (Micro, small and medium enterprises-MSMEs) brands in area of food and beverages which business are relatively new to the market and have lower than 5000 followers in social media Instagram. Total number of 102 respondents are selected for online survey by convenience sampling method and a structural equation model (PLS-SEM) with Smart PLS software use as an analysis tool f...
JURNAL DINAMIKA MANAJEMEN DAN BISNIS
The focus of this research is to determine the influence of social media marketing on purchase intention, the influence of e-WoM on purchase intention, the influence of purchase intention on purchase decisions, the influence of social media marketing on purchasing decisions, the influence of e-WoM on purchase decisions, and the influence of social media marketing and e-WoM on purchasing decisions through a purchase intention. A questionnaire was used as the data collection instrument in a survey approach. The research sample included 250 people who follow Lokasaji on social media, live in Jabodetabek, are 17 and above, and have purchased Lokasaji products in the last six months. SPSS and LISREL's SEM (Structural Equation Model) were used for data analysis. The results of the hypothesis test show that all hypotheses are accepted.