Mediation role of brand trust on the impact of e-wom perception on purchase intention of ms glow products on shopee study in kelurahan Tomuan Pematangsiantar
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Published:
Aug 30, 2023
Keywords:
brand trust, eWOM credibility, eWOM quality, purchase intention
Section
Decision Support System
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Abstract
The main objective of this research is to examine the effect of electronic word-of-mouth (eWOM) perceptions on purchase intention; Consider brand trust as a mediating variable. This study takes a customer perspective; Known Tomua villagers who have an active account on SHOPEE. The conceptual framework of this study was tested using data collected from a questionnaire addressed to a sample of 123 respondents in Tomuan. Statistical results of validity tests, multicollinearity tests, results of multiple linear analysis, results of the T test (partial), results of the F test and results of the deterministic test show that the reliability of eWOM and the quality of eWOM have a significant and positive effect on purchase intention. Regarding the mediating role of brand trust, the results show that brand trust mediates the relationship between the independent and dependent variables. Therefore, research results, recommendations and future research are also discussed.
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How to Cite
Saragih, L., Rohani , S. ., Tampubolon, T. F. ., Yuliani, W. . and Sakinah , T. M. . (2023) “Mediation role of brand trust on the impact of e-wom perception on purchase intention of ms glow products on shopee study in kelurahan Tomuan Pematangsiantar”, Jurnal Mantik, 7(2), pp. 916-924. doi: 10.35335/mantik.v7i2.3891.
References
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Adha, M. A. (2017). PENGARUH ANTESEDEN IDENTIFIKASI MEREK PADA KESETIAAN MEREK: PERAN PEMEDIASI KEPERCAYAAN MEREK.
Agustine, M., & Prasetyawati, Y. R. (2020). Pengaruh kualitas informasi Instagram dan electronic word of mouth terhadap citra dapurfit. PRofesi Humas, 5(1), 82-97.
Anggrenita, E., & Sander, O. A. (2022). Pengaruh Social Media Marketing terhadap Purchase Intention yang Dimediasi Customer Trust Produk MS Glow. Journal of Business & Applied Management, 15(2), 143-152.
Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International journal of marketing studies, 7(1), 126.
Bhattacherjee, A., & Sanford, C. (2006). Influence processes for information technology acceptance: An elaboration likelihood model. MIS Quarterly, 805-825.
Choi, J. H., & Scott, J. E. (2013). Electronic word of mouth and knowledge sharing on social network sites: a social capital perspective. Journal of Theoretical and Applied Electronic Commerce Research, 8(1), 69-82.
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East, R., Hammond, K., Lomax, W., & Robinson, H. (2005). What is the effect of a recommendation? The Marketing Review, 5(2), 145-157.
Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261-1270. doi:10.1016/j.jbusres.2014.11.006
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. Journal of Travel Research, 53(1), 44-57.
Firdayanti, R. (2012). Persepsi risiko melakukan e-Commerce dengan kepercayaan konsumen dalam membeli produk fashion online. Journal of Social and Industrial Psychology, 1(1).
Fu, J.-R., Ju, P.-H., & Hsu, C.-W. (2015). Understanding why consumers engage in electronic word-of-mouth communication: Perspectives from theory of planned behavior and justice theory. Electronic Commerce Research and Applications, 14(6), 616-630.
Ghazali, I. (2006). Metode Penelitian Kuantitatif dan Kualitatif. Yogyakarta: Graha Ilmu.
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Hariyanto, H. T., & Trisunarno, L. (2021). Analisis Pengaruh Online Customer Review, Online Customer Rating, dan Star Seller terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian pada Toko Online di Shopee. Jurnal Teknik ITS, 9(2), A234-A239.
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Hendrasto, F. (2017). Peran Identifikasi Merek dan Citra Merek dalam Mempengaruhi Cinta kepada Merek. Jurnal Ekonomi Modernisasi, 13(2), 94-104.
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Ketelaar, P. E., Willemsen, L. M., Sleven, L., & Kerkhof, P. (2015). The good, the bad, and the expert: how consumer expertise affects review valence effects on purchase intentions in online product reviews. Journal of Computer-Mediated Communication, 20(6), 649-666.
Kumar Bhatt, R., & Kumar, A. (2014). Student opinion on the use of social networking tools by libraries: A case study of Jawaharlal Nehru University, New Delhi. The Electronic Library, 32(5), 594-602.
Mangold, W. G. J., FD (2009). Social Media: The new hybrid element of the promotion mix. Business Horizons, 357.
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P. Becerra, E., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371-383.
Park, S. B., & Park, D. H. (2013). The effect of low?versus high?variance in product reviews on product evaluation. Psychology & Marketing, 30(7), 543-554.
Prayoga, Y., & Pohan, M. Y. A. (2022). Electronic Word of Mouth (eWOM): Menguji Pengaruh Pengalaman Positif, Persepsi Kualitas dan Kepercayaan. Studi Kasus: Restoran di Labuhanbatu. J-MAS (Jurnal Manajemen Dan Sains), 7(1), 283-289.
Sánchez-González, G., & González-Fernández, A. M. (2021). The influence of quality on eWOM: A digital transformation in hotel management. Front Psychol, 11, 612324.
Saputra, A., & Wrdana, I. M. (2020). The role of trust and brand images in meditation of e-wom effects on purchase decisions. American Journal of Humanities and Social Sciences Research, 4(7), 1-08.
Saragih, L. (2020). Pengaruh E-Wom Facebook Terhadap Minat Beli Mahasiswa Perempuan Berbelanja Online (Studi Pada Fakultas Ekonomi USI Pematangsiantar, Sumatera Utara, Indonesia). Jurakunman (Jurnal Akuntansi Dan Manajemen), 13(1).
Saragih, M. G., Saragih, L., Purba, J. W. P., & Panjaitan, P. D. (2021). Metode Penelitian Kuantitatif: Dasar–Dasar Memulai Penelitian: Yayasan Kita Menulis, https://kitamenulis.id/2021/10/23/metode-penelitian-kuantitatif-dasar-dasar-memulai-penelitian/.
Suryani, T. (2013). Perilaku Konsumen Di Era Internet. yogyakarta: Graha Ilmu.
Tjhin, V. U., & Aini, S. R. N. (2019). Effect of E-WOM and social media usage on purchase decision in clothing industry.
Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H., & Wei, G. (2016). E-WOM from e-commerce websites and social media: Which will consumers adopt? Electronic Commerce Research and Applications, 17, 62-73. doi:10.1016/j.elerap.2016.03.004
Yoo, C. W., Kim, Y. J., & Sanders, G. L. (2015). The impact of interactivity of electronic word of mouth systems and E-Quality on decision support in the context of the e-marketplace. Information & Management, 52(4), 496-505.
Adha, M. A. (2017). PENGARUH ANTESEDEN IDENTIFIKASI MEREK PADA KESETIAAN MEREK: PERAN PEMEDIASI KEPERCAYAAN MEREK.
Agustine, M., & Prasetyawati, Y. R. (2020). Pengaruh kualitas informasi Instagram dan electronic word of mouth terhadap citra dapurfit. PRofesi Humas, 5(1), 82-97.
Anggrenita, E., & Sander, O. A. (2022). Pengaruh Social Media Marketing terhadap Purchase Intention yang Dimediasi Customer Trust Produk MS Glow. Journal of Business & Applied Management, 15(2), 143-152.
Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International journal of marketing studies, 7(1), 126.
Bhattacherjee, A., & Sanford, C. (2006). Influence processes for information technology acceptance: An elaboration likelihood model. MIS Quarterly, 805-825.
Choi, J. H., & Scott, J. E. (2013). Electronic word of mouth and knowledge sharing on social network sites: a social capital perspective. Journal of Theoretical and Applied Electronic Commerce Research, 8(1), 69-82.
Datareportal (Producer). (2021). DIGITAL 2020: INDONESIA.
East, R., Hammond, K., Lomax, W., & Robinson, H. (2005). What is the effect of a recommendation? The Marketing Review, 5(2), 145-157.
Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261-1270. doi:10.1016/j.jbusres.2014.11.006
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. Journal of Travel Research, 53(1), 44-57.
Firdayanti, R. (2012). Persepsi risiko melakukan e-Commerce dengan kepercayaan konsumen dalam membeli produk fashion online. Journal of Social and Industrial Psychology, 1(1).
Fu, J.-R., Ju, P.-H., & Hsu, C.-W. (2015). Understanding why consumers engage in electronic word-of-mouth communication: Perspectives from theory of planned behavior and justice theory. Electronic Commerce Research and Applications, 14(6), 616-630.
Ghazali, I. (2006). Metode Penelitian Kuantitatif dan Kualitatif. Yogyakarta: Graha Ilmu.
Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of interactive advertising, 6(2), 2-14.
Hariyanto, H. T., & Trisunarno, L. (2021). Analisis Pengaruh Online Customer Review, Online Customer Rating, dan Star Seller terhadap Kepercayaan Pelanggan Hingga Keputusan Pembelian pada Toko Online di Shopee. Jurnal Teknik ITS, 9(2), A234-A239.
Hartono, J. (2013). Metodologi penelitian bisnis: Yogyakarta: BPFE.
Hendrasto, F. (2017). Peran Identifikasi Merek dan Citra Merek dalam Mempengaruhi Cinta kepada Merek. Jurnal Ekonomi Modernisasi, 13(2), 94-104.
Hilligoss, B., & Rieh, S. Y. (2008). Developing a unifying framework of credibility assessment: Construct, heuristics, and interaction in context. Information Processing & Management, 44(4), 1467-1484.
Huang, E. (2012). Online experiences and virtual goods purchase intention. Internet Research.
Iprice (Producer). (2021). The Map of E-commerce in Indonesia.
Jalilvand, M. R., Esfahani, S. S., & Samiei, N. (2011). Electronic word-of-mouth: Challenges and opportunities. Procedia Computer Science, 3, 42-46.
Ketelaar, P. E., Willemsen, L. M., Sleven, L., & Kerkhof, P. (2015). The good, the bad, and the expert: how consumer expertise affects review valence effects on purchase intentions in online product reviews. Journal of Computer-Mediated Communication, 20(6), 649-666.
Kumar Bhatt, R., & Kumar, A. (2014). Student opinion on the use of social networking tools by libraries: A case study of Jawaharlal Nehru University, New Delhi. The Electronic Library, 32(5), 594-602.
Mangold, W. G. J., FD (2009). Social Media: The new hybrid element of the promotion mix. Business Horizons, 357.
MSGlow (Producer). (2022). About MS GLOW. Retrieved from https://msglowid.com/
P. Becerra, E., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371-383.
Park, S. B., & Park, D. H. (2013). The effect of low?versus high?variance in product reviews on product evaluation. Psychology & Marketing, 30(7), 543-554.
Prayoga, Y., & Pohan, M. Y. A. (2022). Electronic Word of Mouth (eWOM): Menguji Pengaruh Pengalaman Positif, Persepsi Kualitas dan Kepercayaan. Studi Kasus: Restoran di Labuhanbatu. J-MAS (Jurnal Manajemen Dan Sains), 7(1), 283-289.
Sánchez-González, G., & González-Fernández, A. M. (2021). The influence of quality on eWOM: A digital transformation in hotel management. Front Psychol, 11, 612324.
Saputra, A., & Wrdana, I. M. (2020). The role of trust and brand images in meditation of e-wom effects on purchase decisions. American Journal of Humanities and Social Sciences Research, 4(7), 1-08.
Saragih, L. (2020). Pengaruh E-Wom Facebook Terhadap Minat Beli Mahasiswa Perempuan Berbelanja Online (Studi Pada Fakultas Ekonomi USI Pematangsiantar, Sumatera Utara, Indonesia). Jurakunman (Jurnal Akuntansi Dan Manajemen), 13(1).
Saragih, M. G., Saragih, L., Purba, J. W. P., & Panjaitan, P. D. (2021). Metode Penelitian Kuantitatif: Dasar–Dasar Memulai Penelitian: Yayasan Kita Menulis, https://kitamenulis.id/2021/10/23/metode-penelitian-kuantitatif-dasar-dasar-memulai-penelitian/.
Suryani, T. (2013). Perilaku Konsumen Di Era Internet. yogyakarta: Graha Ilmu.
Tjhin, V. U., & Aini, S. R. N. (2019). Effect of E-WOM and social media usage on purchase decision in clothing industry.
Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H., & Wei, G. (2016). E-WOM from e-commerce websites and social media: Which will consumers adopt? Electronic Commerce Research and Applications, 17, 62-73. doi:10.1016/j.elerap.2016.03.004
Yoo, C. W., Kim, Y. J., & Sanders, G. L. (2015). The impact of interactivity of electronic word of mouth systems and E-Quality on decision support in the context of the e-marketplace. Information & Management, 52(4), 496-505.
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