The strength of e-WOM and product quality on purchase decisions in café smile and sandwich in Palangka Raya City
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Published:
Aug 30, 2023
Keywords:
e-WOM, Product Quality, Purchase Decision
Section
Decision Support System
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Abstract
Research in the field of marketing in improving purchasing decisions at Smile and Sandwich cafes. Problems in the cafe business require active business actors to survive in uncertain business conditions, with expertise in increasing income and being able to meet consumer needs with the power of reviews from social media or the power of e-WOM. Besides that, the importance of the role of quality products to improve purchasing decisions. The research was conducted quantitatively with SPSS 22.0, on 50 cafe customer respondents. The research results prove the significance of the indicators for each variable and there is a good relationship of 58% in increasing purchasing decisions. Implications of the results for improving purchasing decisions with technology-based e-WOM and the importance of delivering quality products to consumers. Future research can test the mediation of product innovation.
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How to Cite
Peridawaty, P. and Syamsudin, A. (2023) “The strength of e-WOM and product quality on purchase decisions in café smile and sandwich in Palangka Raya City”, Jurnal Mantik, 7(2), pp. 1098-1104. doi: 10.35335/mantik.v7i2.3865.
References
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Safira Angelina, I., & Widiawati, D. (2022). Analisis Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Kosmetik Wardah pada Department Store Kota Malang. Bismar: Business Management Research. https://doi.org/10.26905/bismar.v1i2.8218
Saputra, G. G., & Fadhilah. (2021). Strategi Pemasaran UMKM Sebagai Seller pada E-Marketplace (Studi pada Pelanggan Shopee di Indonesia). Jurnal Bina Wakya.
Syuhada, P. S., & Widodo, A. (2019). Efektifitas Viral Marketing Menggunakan Electronic Word of Mouth Terhadap Keputusan Pembelian Pada Shopee Effectiveness of Viral Marketing Using Electronic Word of. EProceedings of Management.
Taufik, A., Santoso, S., Fahmi, M. I., Restuanto, F., & Yamin, S. (2022). The Role of Service and Product Quality on Customer Loyalty. Journal of Consumer Sciences. https://doi.org/10.29244/jcs.7.1.68-82
Tekbiyik, K., & Erdogmus, I. E. (2020). The impact of brand love on constructive and defensive e-WOM intentions of consumers: The moderating role of e-WOM valence. Bogazici Journal. https://doi.org/10.21773/BOUN.34.1.4
Trisnawati, W., Wulandari, D., & Sudaryanto. (2022). The Effect of Product Quality, Trust, and Electronic Word of Mouth (E-Wom) on Purchase Intention and Purchase Decisions for Fashion Products on the Shopee Marketplace. IOSR Journal of Business and Management (IOSR-JBM).
Ursachi, C. ?tefan, Per?a-Cri?an, S., & Munteanu, F. D. (2020). Strategies to improve meat products’ quality. In Foods. https://doi.org/10.3390/foods9121883
Vaaler, A., & Brantley, S. (2016). Using a blog and social media promotion as a collaborative community building marketing tool for library resources. Library Hi Tech News. https://doi.org/10.1108/LHTN-04-2016-0017.
Akal, C., Turkmen, N., & Özer, B. (2019). Technology of dairy-based beverages. In Milk-Based Beverages: Volume 9: The Science of Beverages. https://doi.org/10.1016/B978-0-12-815504-2.00010-4
Akbari, M., Foroudi, P., Zaman Fashami, R., Mahavarpour, N., & Khodayari, M. (2022). Let us talk about something: The evolution of e-WOM from the past to the future. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2022.05.061
Amanda, T., Tj, H. W., Kusniawati, A., & Surjaatmadja, S. (2021). Effect of Electronic Word Of Mouth, Product Quality, and Price on Purchase Intention. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences.
Arbaini, P. (2020). PENGARUH CONSUMER ONLINE RATING DAN REVIEW TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA MARKETPLACE TOKOPEDIA. Jurnal Bisnis Dan Manajemen. https://doi.org/10.26905/jbm.v7i1.3897
Davis, G. A., & Stollar, M. K. (2019). Using a blog and social media to market extension. Journal of Extension.
Diputra, I. G. A. W., & Yasa, N. N. (2021). The Influence of Product Quality, Brand Image, Brand Trust on Customer Satisfaction and Loyalty. American International Journal of Business Management (AIJBM).
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-WOM scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences. https://doi.org/10.1002/cjas.129
Hasan, H. A., & Uthmaputhran, S. (2022). The Internationalization of Malaysian Food and Beverage Industry During Corona (COVID-19) Pandemic: A Study from Technological Capabilities Perspective. Lecture Notes in Networks and Systems. https://doi.org/10.1007/978-3-031-08087-6_25
Kang, M. (2010). Measuring Social Media Credibility: A Study on a Measure of Blog Credibility. Institute for Public Relations.
Kristinae, V. (2021). Analisis Customer Satisfying dan Knowledge Sharing Dalam Optimalisasi Formulasi Promotion Pemasaran Produk Lokal di Yogyakarta dan Palangka Raya. Jurnal Pendidikan Ekonomi Undiksha. https://doi.org/10.23887/jjpe.v13i2.41105
Kristinae, V., Wardana, I. M., Giantari, I. G. A. K., & Rahyuda, A. G. (2020). The role of powerful business strategy on value innovation capabilities to improve marketing performance during the covid-19 pandemic. Uncertain Supply Chain Management. https://doi.org/10.5267/j.uscm.2020.8.005
Lestari, B., & Fahira, H. F. (2023). The Effects of Electronic Word of Mouth and Product Quality Towards the Decision to Purchase the MS Glow Acne Series Bundle in Malang. In Proceedings of the 3rd Annual Management, Business and Economics Conference (AMBEC 2021). https://doi.org/10.2991/978-94-6463-026-8_36
López, M., & Sicilia, M. (2014). Determinants of E-WOM influence: The role of consumers’ internet experience. Journal of Theoretical and Applied Electronic Commerce Research. https://doi.org/10.4067/S0718-18762014000100004
Maula, M., & Stam, W. (2020). Enhancing Rigor in Quantitative Entrepreneurship Research. In Entrepreneurship: Theory and Practice. https://doi.org/10.1177/1042258719891388
Mohajan, H. K. (2020). Quantitative Research: A Successful Investigation in Natural and Social Sciences. Journal of Economic Development, Environment and People. https://doi.org/10.26458/jedep.v9i4.679
Nabilaturrahmah, A., & Siregar, S. (2022). Pengaruh Viral Marketing, Brand Image, dan e-WOM terhadap Minat Beli Produk Somethinc pada Followers Instagram @somethincofficial. Jurnal Ilmiah Wahana Pendidikan.
Park, J., & Park, M. (2016). Qualitative versus quantitative research methods: Discovery or justification? Journal of Marketing Thought.
Pasa, E. G., Wulandari, J., & Adistya, D. (2020). ANALISIS E-TRUST, E-WOM DAN E-SERVICE QUALITY DALAM KEPUTUSAN PEMBELIAN ONLINE. Jurnal Perspektif Bisnis. https://doi.org/10.23960/jpb.v3i2.19
Pranata, N., Soekarni, M., Mychelisda, E., Novandra, R., Eko NUGROHO, A., Rifai, B., Buhaerah, P., Zulhamdani, M., & Rizki Dini YULIANA, R. (2022). Technology Adoption Issues and Challenges for Micro, Small and Medium Enterprises: A Case Study of the Food and Beverage Sub-Sector in Indonesia*. Journal of Asian Finance.
Safira Angelina, I., & Widiawati, D. (2022). Analisis Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Kosmetik Wardah pada Department Store Kota Malang. Bismar: Business Management Research. https://doi.org/10.26905/bismar.v1i2.8218
Saputra, G. G., & Fadhilah. (2021). Strategi Pemasaran UMKM Sebagai Seller pada E-Marketplace (Studi pada Pelanggan Shopee di Indonesia). Jurnal Bina Wakya.
Syuhada, P. S., & Widodo, A. (2019). Efektifitas Viral Marketing Menggunakan Electronic Word of Mouth Terhadap Keputusan Pembelian Pada Shopee Effectiveness of Viral Marketing Using Electronic Word of. EProceedings of Management.
Taufik, A., Santoso, S., Fahmi, M. I., Restuanto, F., & Yamin, S. (2022). The Role of Service and Product Quality on Customer Loyalty. Journal of Consumer Sciences. https://doi.org/10.29244/jcs.7.1.68-82
Tekbiyik, K., & Erdogmus, I. E. (2020). The impact of brand love on constructive and defensive e-WOM intentions of consumers: The moderating role of e-WOM valence. Bogazici Journal. https://doi.org/10.21773/BOUN.34.1.4
Trisnawati, W., Wulandari, D., & Sudaryanto. (2022). The Effect of Product Quality, Trust, and Electronic Word of Mouth (E-Wom) on Purchase Intention and Purchase Decisions for Fashion Products on the Shopee Marketplace. IOSR Journal of Business and Management (IOSR-JBM).
Ursachi, C. ?tefan, Per?a-Cri?an, S., & Munteanu, F. D. (2020). Strategies to improve meat products’ quality. In Foods. https://doi.org/10.3390/foods9121883
Vaaler, A., & Brantley, S. (2016). Using a blog and social media promotion as a collaborative community building marketing tool for library resources. Library Hi Tech News. https://doi.org/10.1108/LHTN-04-2016-0017.
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