The Influence of Social Media on Purchasing Decision Through Electronic Word of Mouth As a Variable of Mediation The Influence of Social Media on Purchasing Decision Through Electronic Word of Mouth As a Variable of Mediation
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Published:
May 31, 2020
Keywords:
Social Media, Elektronik Word Of Mouth (e-WOM), Purchasing Decision
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Computer Science
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Abstract
The research objective is to examine the effect of social media on purchasing decisions with electronic word of mouth (e-WOM) as mediation. The sample used in this study is 140 customers in Joglo Agung Resto and Gallery Semarang City. The sampling technique used a probability sampling method with an accidental sampling technique. The research approach with quantitative methods with path analysis, using analysis tools namely SEM (Structural Equation Model) with the help of Amos version 20.0. The findings obtained in this study are that social media has a positive and significant effect on e-WOM customers in Joglo Agung Resto and Gallery Semarang City. Social media has a positive and significant influence on customer purchasing decisions at Joglo Agung Resto and Gallery in Semarang. E-WOM has a positive and significant influence on customer purchasing decisions at Joglo Agung Resto and Gallery in Semarang. E-WOM mediates partially the effect of social media on customer purchasing decisions at Joglo Agung Resto and Gallery Semarang City.
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Sulistiyani, S. and Sudirjo, F. (2020) “The Influence of Social Media on Purchasing Decision Through Electronic Word of Mouth As a Variable of Mediation: The Influence of Social Media on Purchasing Decision Through Electronic Word of Mouth As a Variable of Mediation”, Jurnal Mantik, 4(1), pp. 539-546. Available at: https://iocscience.org/ejournal/index.php/mantik/article/view/802 (Accessed: 6May2026).
References
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R. Mahdalena Simanjorang. (2020). IMPLEMENTATION OF APRIORI ALGORITHM IN DETERMINING THE LEVEL OF PRINTING NEEDS. INFOKUM, 8(2, Juni), 43-48
Sihotang, J. (2020). ANALYSIS OF SERVICE SATISFACTION LEVEL USING ROUGH SET ALGORITHM. INFOKUM, 8(2, Juni), 55-56.
Rofendi, M., & Siregar, K. (2019). ANALYSIS OF IMPROVING DIGITAL IMAGE QUALITY USING ARITHMETIC MEAN FILTER ALGORITHM. INFOKUM, 8(1, Desembe), 1-4. Retrieved from http://infor.seaninstitute.org/index.php/infokum/article/view/11
Fahry, M. U., & Darlena, D. (2019). IMPROVEMENT OF DIGITAL IMAGE WITH HISTOGRAM EQUALIZATION METHOD. INFOKUM, 8(1, Desembe), 5-10. Retrieved from http://infor.seaninstitute.org/index.php/infokum/article/view/7
Marpaung, P. (2019). DATA MINING FOR DETERMINING BOOK LOAN PATTERNS IN-LIBRARY USING APRIORI ALGORITHM. INFOKUM, 8(1, Desembe), 11-15. Retrieved from http://infor.seaninstitute.org/index.php/infokum/article/view/8
Sihotang, J. (2019). IMPLEMENTATION OF GRAY LEVEL TRANSFORMATION METHOD FOR SHARPING 2D IMAGES. INFOKUM, 8(1, Desembe), 16-19. Retrieved from http://infor.seaninstitute.org/index.php/infokum/article/view/9
Perwira, Y., & Apriani, W. (2019). IMPLEMENTATION OF FOURIER PHASE ONLY SYNTHETIS METHOD FOR 3D IMAGE PLANNING. INFOKUM, 8(1, Desembe), 20-24. Retrieved from http://infor.seaninstitute.org/index.php/infokum/article/view/10
Manurung, J. (2019). APPLICATION OF FIFO ALGORITHM (FIRST IN FIRST OUT) TO SIMULATION QUEUE. INFOKUM, 7(2, Juni), 44-47. Retrieved from http://infor.seaninstitute.org/index.php/infokum/article/view/25
Ndruru, T., & Riandari, F. (2019). Decision Support System Feasibility Lending At KSU Mitra Karya Cooperative Customer Unit XXVIII with Analytical Hierarchy Process Method. Jurnal Mantik, 3(3, Nov), 119-125. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/335
Sibagariang, R., & Riandari, F. (2019). Decision Support System for Determining the Best Wood For the Production Cabinet Using Bayes Method. Jurnal Mantik, 3(3, Nov), 99-103. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/327
Pamungkas, A., & Riandari, F. (2019). Analysis of Disease in Plants Guava Demspter Shafer Method Using Web Based in the village of Paradise Sei Rampah. Jurnal Mantik, 3(3, Nov), 69-72. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/318
Ridandari, F., & Panjaitan, A. (2019). Expert System to Diagnose Extra Lung Tuberculosis Using Bayes Theorem. Jurnal Mantik, 3(3, Nov), 34-39. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/285
Situmorang, E., & Riandari, F. (2019). Decision Support System For Selection Of The Best Doctors In Sari Mutiara Hospital Using Fuzzy Tsukamoto Method. Jurnal Mantik, 3(3, Nov), 28-33. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/265
Amarullah, R., & Simanjorang, R. M. (2020). Planning Decision Support System Using Building Mall A`HP (Analytical Hierarchy Process). Jurnal Teknik Informatika C.I.T, 12(1, March), 26-33. Retrieved from http://medikom.iocspublisher.org/index.php/JTI/article/view/19
Devi, S., & Sihotang, H. (2019). Decision Support Systems Assessment of the best village in Perbaungan sub-district with the Simple Additive Weighting (SAW) Method. Jurnal Mantik, 3(3, Nov), 112-118. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/334
Ferine, K. (2019). Analisis Sistem Informasi Manajemen Berbasis Komputer Dan Sistem Presensi Finger Print Terhadap Kinerja Pegawai Di Bandara Internasional Kualanamu. Jurnal Mantik, 3(1, May), 231-235. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/168
Hasugian, P. (2019). Analisa Metode Least Significant Bit Dalam Penyisipan Pesan Terenkripsi Terhadap Citra Digital. Journal Of Computer Networks, Architecture and High Performance Computing, 1(1, Januari), 21-25. Retrieved from https://iocscience.org/ejournal/index.php/CNAPC/article/view/45
Hutahaean, J, . 2014. Konsep Sistem Informasi. Yogyakarta: Deepublish.
Mardison, (2017). Sistem Informasi Akuntansi Penjualan dan Persediaan Barang dengan Menerapkan Metode Economic Order Quantity (Eoq). Jurnal Sains dan Teknologi Informasi, (Desember), 69-76
Norhan, L., & Kustandi, T. (2019). SISTEM INFORMASI PENDATAAN TENAGA KERJA INDONESIA BERBASIS WEB PADA PT. LAATANSA LINTAS INTERNASIONAL. Jurnal Mantik, 3(1, May), 225-231. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/144
Nuryadi, N., Rifai, B., & Bagaskoro, R. (2019). IMPLEMENTASI APLIKASI SISTEM INFORMASI INVENTORY DATA BARANG EKSPOR PADA PT. HARVEST GLOBAL NIAGA. Jurnal Mantik, 3(1, May), 100-108. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/90
Purnomo, A. A. N., Andryana, S., & Iskandar, A. (2020). Application of Expert System for Diagnosing Gastric Disease Android Based with Certainty Factor Method. Jurnal Teknik Informatika C.I.T, 12(1, March), 7-15. Retrieved from http://medikom.iocspublisher.org/index.php/JTI/article/view/17
Sakkung, Carien Valerie dan Sinuraya, Candra. Perbandingan Metode EOQ (Economic Order Quantity) dan JIT (JUST IN TIME) Terhadap Efisiensi Biaya Persediaan Dan Kinerja Non-Keuangan (Studi Kasus Pada PT Indokto Tirta Mulia). Jurnal Ilmiah Akuntansi. Universitas Kristen Maranatha: 2011.
Samsudin dan Abdullah. (2018). Rancang Bangun Aplikasi Online Global-net Elektronik Berbasis Web. Jurnal Sains dan Teknologi Informasi, (Juni), 45–53.
Tjahyarini, T. (2018). Development of Information Management Information System for Learning Implementation Plan (RPP) for Senior High Schools (SMA). Jurnal Teknik Informatika C.I.T, 10(2, Septemb), 7-13. Retrieved from http://medikom.iocspublisher.org/index.php/JTI/article/view/2
Wibowo, B. F., Wahyuddin, M. I., & Handayani, E. T. E. (2019). E-Voting Application Using RSA Algorithm Method Based Prototype Android. Jurnal Teknik Informatika C.I.T, 11(1, Maret), 8-14. Retrieved from http://medikom.iocspublisher.org/index.php/JTI/article/view/7
Wijaya, dkk. Analisis Pengendalian Persediaan Bahan Baku Ikan Pada pt. Celebis Minapratama Bitung. Jurnal EMBA. Manado: 2016.
[2] Baron, R. M., & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, strategic, and Statistical Considerations.Journal of Personality and Social Psychology, 51, 1173-1182.
[3] Bashar A., Ahmad I., danWasiq M. 2012. Effectiveness of Social Media as a Marketing Tool: an Empirical Study. International Journal of Marketing, Financial Services & Management Research. (1)11. 88-99.
[4] Christy M,K,C., dan Lee-Matthew, K,O. (2010). What’s Drives Consumers to Spread Electronic Word of Mouth in Online Consumer-Opinion Platforms. Article Of Decision Support System.
[5] Ferdinand, A. 2014. Pengembangan minat beli merek ekstensi. Badan Penerbit Universitas Diponegoro, Semarang.
[6] Ferdinand, Augusty. (2014). MetodePenelitianManajemen, Undip Press ISBN: 9799-704-254.
[7] Ghozali, Imam. (2013). Model Persamaan Struktural Konsep dan Aplikasi dengan Program Amos 21.0. Cetakan V: Januari 2013. Universitas Diponegoro. Semarang.
[8] Goldsmith,R.E&Horowitz,D. 2006 . Measuring Motivations For Online Opinion, Seeking, Journal of Interactive Advertising, 6 (2) : 3-14.
[9] Gunelius, Susan. 2011. 30 Minute Social Media Marketing. United States : McGraw Hill.
[10] Iblasi, Walid. 2016. The Impact of Social Media as a Marketing Tool on Purchasing Decisions (Case Study on Samsung for Electrical Home Appliances). International Journal of Managerial Studies and Research. Vol. 4. Issue. 1. Pp. 14-28.
[11] Jalilvand, M.R. and Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention. Marketing Intelligence & Planning, 30 (4), 460-476.
[12] Jones, B. 2010. Entrepreneurial marketing and the Wb 2.0 interface,Journal of Research in Marketing and Entrepreneurship, 12(2), 143-152.
[13] Priansa, D J. 2016. Pengaruh E-Wom Dan PersepsiNilai Terhadap Keputusan Konsumen Untuk Berbelanja Online Di Lazada. Universitas Telkom : Bandung. Vol. IV No 1.
[14] Ramadhani, B. 2015. Pengaruh Electronic Word Of Mouth (EWOM) Terhadap Keputusan Pembelian Di Surabaya (Studi TerhadapToko Online Zalora Dan Berry Benka, Artikel Ilmiah Sekolah TinggiIlmuEkonomiPerbanas Surabaya.
[15] Sangadji, S. 2013. Perilaku Konsumen. Pendekatan praktis. Andi Yogyakarta.
[16] Sari, N., Saputra, M., & Husein, J. (2017).. Pengaruh Electronic Word Of Mouth , Jurnal Manajemen Magister, 96-106.
[17] Solis, Brian. 2010. Engage : The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. New Jersey : Wiley.
[18] Strauss, J dan Frost, R. (2012). E-Marketing , edisi internasional ke 6: Pearson. London.
[19] Sumarwan, Ujang. 2014. Perilaku Konsumen : Teori dan Penerapannya dalam Pemasaran. Bogor :Ghalia Indonesia.
[20] Tuten, Tracy L. 2008. Advertising 2.0 Social Media Marketing in a Web 2.0 World. Connecticut : Praeger
[21] Weinberg, Tamar. 2009. The New Community Rules : Marketing on the Social Web. California : O’ Reilly.
[22] Zanjabila, Ridwan. 2017. Analisis Pengaruh Social Media Marketing terhadap Keputusan Pembelian (Studi pada Pelanggan Bandung Techno Park 2017). Jurnal Ilmiah Mahasiswa Fakultas Ilmu Terapan, Universitas Telkom. Vol. 3. No.2. Hal 368375.
[23] Zhang, J. Q., Craciun, G., & Shin, D. (2010). When does electronic wordof-mouth matter? A study of consumer product reviews. Journal of Business Research, 63(12), 1336– 1341.
[24] Zhang, R., & Tran, T. (2009). Helping ecommerce consumers make good purchase decisions: A user reviewsbased approach. Lecture Notes in Business Information Processing, 26 LNBIP, 1–10.
[25] Zimmerman, Dan and Doug Sahlin. 2010. Social Media Marketing All in One for Dummies. New Jersey : Wiley Publishing.
R. Mahdalena Simanjorang. (2020). IMPLEMENTATION OF APRIORI ALGORITHM IN DETERMINING THE LEVEL OF PRINTING NEEDS. INFOKUM, 8(2, Juni), 43-48
Sihotang, J. (2020). ANALYSIS OF SERVICE SATISFACTION LEVEL USING ROUGH SET ALGORITHM. INFOKUM, 8(2, Juni), 55-56.
Rofendi, M., & Siregar, K. (2019). ANALYSIS OF IMPROVING DIGITAL IMAGE QUALITY USING ARITHMETIC MEAN FILTER ALGORITHM. INFOKUM, 8(1, Desembe), 1-4. Retrieved from http://infor.seaninstitute.org/index.php/infokum/article/view/11
Fahry, M. U., & Darlena, D. (2019). IMPROVEMENT OF DIGITAL IMAGE WITH HISTOGRAM EQUALIZATION METHOD. INFOKUM, 8(1, Desembe), 5-10. Retrieved from http://infor.seaninstitute.org/index.php/infokum/article/view/7
Marpaung, P. (2019). DATA MINING FOR DETERMINING BOOK LOAN PATTERNS IN-LIBRARY USING APRIORI ALGORITHM. INFOKUM, 8(1, Desembe), 11-15. Retrieved from http://infor.seaninstitute.org/index.php/infokum/article/view/8
Sihotang, J. (2019). IMPLEMENTATION OF GRAY LEVEL TRANSFORMATION METHOD FOR SHARPING 2D IMAGES. INFOKUM, 8(1, Desembe), 16-19. Retrieved from http://infor.seaninstitute.org/index.php/infokum/article/view/9
Perwira, Y., & Apriani, W. (2019). IMPLEMENTATION OF FOURIER PHASE ONLY SYNTHETIS METHOD FOR 3D IMAGE PLANNING. INFOKUM, 8(1, Desembe), 20-24. Retrieved from http://infor.seaninstitute.org/index.php/infokum/article/view/10
Manurung, J. (2019). APPLICATION OF FIFO ALGORITHM (FIRST IN FIRST OUT) TO SIMULATION QUEUE. INFOKUM, 7(2, Juni), 44-47. Retrieved from http://infor.seaninstitute.org/index.php/infokum/article/view/25
Ndruru, T., & Riandari, F. (2019). Decision Support System Feasibility Lending At KSU Mitra Karya Cooperative Customer Unit XXVIII with Analytical Hierarchy Process Method. Jurnal Mantik, 3(3, Nov), 119-125. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/335
Sibagariang, R., & Riandari, F. (2019). Decision Support System for Determining the Best Wood For the Production Cabinet Using Bayes Method. Jurnal Mantik, 3(3, Nov), 99-103. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/327
Pamungkas, A., & Riandari, F. (2019). Analysis of Disease in Plants Guava Demspter Shafer Method Using Web Based in the village of Paradise Sei Rampah. Jurnal Mantik, 3(3, Nov), 69-72. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/318
Ridandari, F., & Panjaitan, A. (2019). Expert System to Diagnose Extra Lung Tuberculosis Using Bayes Theorem. Jurnal Mantik, 3(3, Nov), 34-39. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/285
Situmorang, E., & Riandari, F. (2019). Decision Support System For Selection Of The Best Doctors In Sari Mutiara Hospital Using Fuzzy Tsukamoto Method. Jurnal Mantik, 3(3, Nov), 28-33. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/265
Amarullah, R., & Simanjorang, R. M. (2020). Planning Decision Support System Using Building Mall A`HP (Analytical Hierarchy Process). Jurnal Teknik Informatika C.I.T, 12(1, March), 26-33. Retrieved from http://medikom.iocspublisher.org/index.php/JTI/article/view/19
Devi, S., & Sihotang, H. (2019). Decision Support Systems Assessment of the best village in Perbaungan sub-district with the Simple Additive Weighting (SAW) Method. Jurnal Mantik, 3(3, Nov), 112-118. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/334
Ferine, K. (2019). Analisis Sistem Informasi Manajemen Berbasis Komputer Dan Sistem Presensi Finger Print Terhadap Kinerja Pegawai Di Bandara Internasional Kualanamu. Jurnal Mantik, 3(1, May), 231-235. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/168
Hasugian, P. (2019). Analisa Metode Least Significant Bit Dalam Penyisipan Pesan Terenkripsi Terhadap Citra Digital. Journal Of Computer Networks, Architecture and High Performance Computing, 1(1, Januari), 21-25. Retrieved from https://iocscience.org/ejournal/index.php/CNAPC/article/view/45
Hutahaean, J, . 2014. Konsep Sistem Informasi. Yogyakarta: Deepublish.
Mardison, (2017). Sistem Informasi Akuntansi Penjualan dan Persediaan Barang dengan Menerapkan Metode Economic Order Quantity (Eoq). Jurnal Sains dan Teknologi Informasi, (Desember), 69-76
Norhan, L., & Kustandi, T. (2019). SISTEM INFORMASI PENDATAAN TENAGA KERJA INDONESIA BERBASIS WEB PADA PT. LAATANSA LINTAS INTERNASIONAL. Jurnal Mantik, 3(1, May), 225-231. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/144
Nuryadi, N., Rifai, B., & Bagaskoro, R. (2019). IMPLEMENTASI APLIKASI SISTEM INFORMASI INVENTORY DATA BARANG EKSPOR PADA PT. HARVEST GLOBAL NIAGA. Jurnal Mantik, 3(1, May), 100-108. Retrieved from https://iocscience.org/ejournal/index.php/mantik/article/view/90
Purnomo, A. A. N., Andryana, S., & Iskandar, A. (2020). Application of Expert System for Diagnosing Gastric Disease Android Based with Certainty Factor Method. Jurnal Teknik Informatika C.I.T, 12(1, March), 7-15. Retrieved from http://medikom.iocspublisher.org/index.php/JTI/article/view/17
Sakkung, Carien Valerie dan Sinuraya, Candra. Perbandingan Metode EOQ (Economic Order Quantity) dan JIT (JUST IN TIME) Terhadap Efisiensi Biaya Persediaan Dan Kinerja Non-Keuangan (Studi Kasus Pada PT Indokto Tirta Mulia). Jurnal Ilmiah Akuntansi. Universitas Kristen Maranatha: 2011.
Samsudin dan Abdullah. (2018). Rancang Bangun Aplikasi Online Global-net Elektronik Berbasis Web. Jurnal Sains dan Teknologi Informasi, (Juni), 45–53.
Tjahyarini, T. (2018). Development of Information Management Information System for Learning Implementation Plan (RPP) for Senior High Schools (SMA). Jurnal Teknik Informatika C.I.T, 10(2, Septemb), 7-13. Retrieved from http://medikom.iocspublisher.org/index.php/JTI/article/view/2
Wibowo, B. F., Wahyuddin, M. I., & Handayani, E. T. E. (2019). E-Voting Application Using RSA Algorithm Method Based Prototype Android. Jurnal Teknik Informatika C.I.T, 11(1, Maret), 8-14. Retrieved from http://medikom.iocspublisher.org/index.php/JTI/article/view/7
Wijaya, dkk. Analisis Pengendalian Persediaan Bahan Baku Ikan Pada pt. Celebis Minapratama Bitung. Jurnal EMBA. Manado: 2016.