THE INFLUENCE OF DIGITAL MARKETING AND ELECTRONIC WORD OF MOUTH ON PURCHASING DECISIONS IN ONLINE CUSTOMER RATING MODERATION AT BATIK ARTODOMORO PEKALONGAN
Abstrak
This research aims to test and analyze the influence of Digital Marketing, E-WOM, and Online Customer Ratings on Purchasing Decisions at Batik Artodomoro Pekalongan. The population in this study is an unknown number of Artodomoro Batik consumers. Then a sample of 75 people was taken from this population using the Maholtra formula. The variables used in this research are the dependent variable Purchase Decision, the independent variable Digital Marketing, E-WOM, and the Moderation Variable Online Customer Rating. The sampling technique in this research used a purposive sampling approach assisted by SmartPLS 3 software, in testing the data. The research results show that 1) Digital Marketing has no influence on Purchasing Decisions 2) Electronic Word of Mouth has no influence on Purchasing Decisions 3) Online Customer Ratings have an influence on Purchasing Decisions 4) Online Customer Ratings are unable to moderate Digital Marketing and Electronic Word Of Mouth on Decisions Purchase.Referensi
Anggraini Pramudya Putri, F., & Dwijayati Patrikha, F. (2021). Pengaruh E-Service Quality Dan E-Wom Terhadap Keputusan Pembelian Kosmetik di Aplikasi Soco. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 4(2), 449–460. https://doi.org/10.36407/jmsab.v4i2.329
Cahyono, Y. T., & Wibawani, I. D. (2022). Pengaruh Harga, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembelian pada Marketplace Shopee. Prosiding Seminar Nasional Hukum, Bisnis, Sains Dan Teknologi, 2(1), 867.
Creswell, J. W. (2024). My 35 Years in Mixed Methods Research. Journal of Mixed Methods Research, 15586898241253892.
Danuri, M., Informatika, M., Teknologi, J., & Semarang, C. (2019). PERKEMBANGAN DAN TRANSFORMASI TEKNOLOGI DIGITAL. Jurnal Ilmiah Infokam, 15(2). https://doi.org/10.53845/INFOKAM.V15I2.178
Dewi, N. P. A., Fajariah, F., & Suardana, I. M. (2023). Pengaruh Content Marketing dan Electronic of Mouth pada Platform TikTok terhadap Keputusan Pembelian di Shopee. Kompeten: Jurnal Ilmiah Ekonomi Dan Bisnis, 1(4), 178–190. https://doi.org/10.57141/kompeten.v1i4.23
Dianamurti, I. T., & Damayanti, D. (2023). Harga, Kualitas Produk, Kualitas Pelayanan, dan Promosi Penjualan Terhadap Keputusan Pembelian Konsumen di Matahari Plaza Ambarrukmo Yogyakarta Yang Dimediasi Oleh Kepuasan Konsumen. ASSET: Jurnal Manajemen Dan Bisnis, 6(1). https://doi.org/10.24269/asset.v6i1.7336
Fajriyah, A., & Karnowati, N. B. (2023). Pengaruh Viral Marketing, Electronic Word Of Mouth, dan Kepercayaan terhadap Keputusan Pembelian di Bangi Cafe Cilacap. Prosiding University Research Colloquium, 98–112.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hubbina, R. (2023). 1768-Article Text-6463-1-10-20230814. 1(5), 459–475.
Hwang, H., Malhotra, N. K., Kim, Y., Tomiuk, M. A., & Hong, S. (2010). A comparative study on parameter recovery of three approaches to structural equation modeling. Journal of Marketing Research, 47(4), 699–712.
Listania, & Zulfahmi, A. (2023). Pengaruh Digital Marketing Dan Promosi Terhadap keputusan Pembelian di Toko BEAU Jatibening Bekasi. Jurnal Manajemen Bisnis, 2(1).
Maulana, A., Satrio, D., Hasibuan, A., Nasution, S. P., Munte, R. N., Hutabarat, M. L. P., Arief, M. H., Mandagi, D. W., Hawa, S. D., & Bukidz, D. P. (2023). Manajemen Bisnis Digital dan E-Commerce. Yayasan Kita Menulis.
Nguyen, T. T., Pham, H. H., Tran, V. Q. (2023). Cognitive and Emotional Processes in Consumer Purchase Decisions: An Integrative Framework. Journal of Consumer Research, 50(2)(2), 345-367.
Priangga, I., & Munawar, F. (2021). PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE LAZADA (STUDI PADA MAHASISWA DI KOTA BANDUNG). Jurnal Bisnis, Manajemen & Ekonomi, 19(2), 399–413. https://doi.org/10.33197/JBME.VOL19.ISS2.2021.815
Putri, P. M., & Marlien, R. A. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(1), 25–36. https://doi.org/10.36778/JESYA.V5I1.510
Putri Yolandha, D., Eko Setianingsih, W., dan Bisnis, E., & Muhammadiyah Jember, U. (2022). Pengaruh Digital Marketing, Electronic Word Of Mouth dan Harga Terhadap Keputusan Pembelian Konsumen pada UMKM Pia Gandrung Glenmore. UMMagelang Conference Series, 439–452. https://journal.unimma.ac.id/index.php/conference/article/view/7477
Qi, L., & Liu, G. (2023). Digital Marketing and Consumer Behavior: The New Age of Marketing Strategies. Journal of Marketing Trends, 34(1), 45–62.
Rachmah, S. A., & Madiawati, P. N. (2022). Pengaruh Storytelling Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian Café Kisah Manis Jalan Sunda di Kota Bandung melalui Content Marketing Creator TikTok. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 8(1), 48–60.
Rana, S., Bag, S., Ghosal, I., & Prasad, B. (2023). How Do Influencers Moderate Purchase Motives? An Application of S-O-R Model to Assess the Effects of Reviewers’ Rating on Online Purchase. Journal of Promotion Management, 29(8), 1168–1197. https://doi.org/10.1080/10496491.2023.2216292
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. john wiley & sons.
Sudirjo, F., & Hadiyati, R. (2023). THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND E-SERVICE QUALITY ON BUYING DECISIONS IN ELECTRONIC COMMERCE. Journal of Management and Creative Business, 1(2), 156–181. https://doi.org/10.30640/JMCBUS.V1I2.941
Syachreza, Y. R., Rachmawati, I., & Tantra, T. (2023). Pengaruh Online Customer Review dan Rating (E-WOM) terhadap Keputusan Pembelian Produk Fashion pada Aplikasi E-Commerce Shopee (Studi Kasus pada Mahasiswa di Kota Bandung). E-Proceeding of Management, 10(2), 971–977. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/download/19812/19179
Taj, Z. W., Asiyah, S., & Amin, M. S. (2024). Pengaruh Digital Marketing, E-WOM, Dan Online Customer Rating Terhadap Keputusan Pembelian Di Culucu Babyshop Nganjuk. E-JRM: Elektronik Jurnal Riset Manajemen, 13(01), 1943–1952.
Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41, 100980. https://doi.org/https://doi.org/10.1016/j.elerap.2020.100980
Cahyono, Y. T., & Wibawani, I. D. (2022). Pengaruh Harga, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembelian pada Marketplace Shopee. Prosiding Seminar Nasional Hukum, Bisnis, Sains Dan Teknologi, 2(1), 867.
Creswell, J. W. (2024). My 35 Years in Mixed Methods Research. Journal of Mixed Methods Research, 15586898241253892.
Danuri, M., Informatika, M., Teknologi, J., & Semarang, C. (2019). PERKEMBANGAN DAN TRANSFORMASI TEKNOLOGI DIGITAL. Jurnal Ilmiah Infokam, 15(2). https://doi.org/10.53845/INFOKAM.V15I2.178
Dewi, N. P. A., Fajariah, F., & Suardana, I. M. (2023). Pengaruh Content Marketing dan Electronic of Mouth pada Platform TikTok terhadap Keputusan Pembelian di Shopee. Kompeten: Jurnal Ilmiah Ekonomi Dan Bisnis, 1(4), 178–190. https://doi.org/10.57141/kompeten.v1i4.23
Dianamurti, I. T., & Damayanti, D. (2023). Harga, Kualitas Produk, Kualitas Pelayanan, dan Promosi Penjualan Terhadap Keputusan Pembelian Konsumen di Matahari Plaza Ambarrukmo Yogyakarta Yang Dimediasi Oleh Kepuasan Konsumen. ASSET: Jurnal Manajemen Dan Bisnis, 6(1). https://doi.org/10.24269/asset.v6i1.7336
Fajriyah, A., & Karnowati, N. B. (2023). Pengaruh Viral Marketing, Electronic Word Of Mouth, dan Kepercayaan terhadap Keputusan Pembelian di Bangi Cafe Cilacap. Prosiding University Research Colloquium, 98–112.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hubbina, R. (2023). 1768-Article Text-6463-1-10-20230814. 1(5), 459–475.
Hwang, H., Malhotra, N. K., Kim, Y., Tomiuk, M. A., & Hong, S. (2010). A comparative study on parameter recovery of three approaches to structural equation modeling. Journal of Marketing Research, 47(4), 699–712.
Listania, & Zulfahmi, A. (2023). Pengaruh Digital Marketing Dan Promosi Terhadap keputusan Pembelian di Toko BEAU Jatibening Bekasi. Jurnal Manajemen Bisnis, 2(1).
Maulana, A., Satrio, D., Hasibuan, A., Nasution, S. P., Munte, R. N., Hutabarat, M. L. P., Arief, M. H., Mandagi, D. W., Hawa, S. D., & Bukidz, D. P. (2023). Manajemen Bisnis Digital dan E-Commerce. Yayasan Kita Menulis.
Nguyen, T. T., Pham, H. H., Tran, V. Q. (2023). Cognitive and Emotional Processes in Consumer Purchase Decisions: An Integrative Framework. Journal of Consumer Research, 50(2)(2), 345-367.
Priangga, I., & Munawar, F. (2021). PENGARUH ONLINE CUSTOMER REVIEW DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE LAZADA (STUDI PADA MAHASISWA DI KOTA BANDUNG). Jurnal Bisnis, Manajemen & Ekonomi, 19(2), 399–413. https://doi.org/10.33197/JBME.VOL19.ISS2.2021.815
Putri, P. M., & Marlien, R. A. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(1), 25–36. https://doi.org/10.36778/JESYA.V5I1.510
Putri Yolandha, D., Eko Setianingsih, W., dan Bisnis, E., & Muhammadiyah Jember, U. (2022). Pengaruh Digital Marketing, Electronic Word Of Mouth dan Harga Terhadap Keputusan Pembelian Konsumen pada UMKM Pia Gandrung Glenmore. UMMagelang Conference Series, 439–452. https://journal.unimma.ac.id/index.php/conference/article/view/7477
Qi, L., & Liu, G. (2023). Digital Marketing and Consumer Behavior: The New Age of Marketing Strategies. Journal of Marketing Trends, 34(1), 45–62.
Rachmah, S. A., & Madiawati, P. N. (2022). Pengaruh Storytelling Marketing dan Electronic Word of Mouth terhadap Keputusan Pembelian Café Kisah Manis Jalan Sunda di Kota Bandung melalui Content Marketing Creator TikTok. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 8(1), 48–60.
Rana, S., Bag, S., Ghosal, I., & Prasad, B. (2023). How Do Influencers Moderate Purchase Motives? An Application of S-O-R Model to Assess the Effects of Reviewers’ Rating on Online Purchase. Journal of Promotion Management, 29(8), 1168–1197. https://doi.org/10.1080/10496491.2023.2216292
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. john wiley & sons.
Sudirjo, F., & Hadiyati, R. (2023). THE INFLUENCE OF ONLINE CUSTOMER REVIEWS AND E-SERVICE QUALITY ON BUYING DECISIONS IN ELECTRONIC COMMERCE. Journal of Management and Creative Business, 1(2), 156–181. https://doi.org/10.30640/JMCBUS.V1I2.941
Syachreza, Y. R., Rachmawati, I., & Tantra, T. (2023). Pengaruh Online Customer Review dan Rating (E-WOM) terhadap Keputusan Pembelian Produk Fashion pada Aplikasi E-Commerce Shopee (Studi Kasus pada Mahasiswa di Kota Bandung). E-Proceeding of Management, 10(2), 971–977. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/download/19812/19179
Taj, Z. W., Asiyah, S., & Amin, M. S. (2024). Pengaruh Digital Marketing, E-WOM, Dan Online Customer Rating Terhadap Keputusan Pembelian Di Culucu Babyshop Nganjuk. E-JRM: Elektronik Jurnal Riset Manajemen, 13(01), 1943–1952.
Zhao, Y., Wang, L., Tang, H., & Zhang, Y. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Electronic Commerce Research and Applications, 41, 100980. https://doi.org/https://doi.org/10.1016/j.elerap.2020.100980
Bagian
Articles
