The Effect of E-WOM on Social Media on Consumers' Interest in Buying Compass Shoes Using an Information Adoption Approach
Keywords:
E-WOM, Consumer buying interest, Compass shoes, Information adoption, Social MediaAbstract
This study aims to analyze the influence of E-WOM on social media on consumers' interest in and buying interest in Compass shoes with an information adoption approach. Quantitative research design. This study's population is all consumers familiar with Compass shoes and consumers who already have Compass shoes in various cities. Sampling employing a technique of purposive sampling, with the number of samples reaching 300 respondents. Data collection utilizing questionnaires validated for validity and reliability, and data processing using AMOS with a 95% degree of assurance (p 0.05). The results indicated that the quality of information has a significant positive effect on the usefulness of information (p = 0.005); the credibility of information has a positive effect on the use of information (p = 0.000); the need for information has a positive effect on the usefulness of information (p = 0.000); the need for information has a positive effect on the adoption of information (p = 0.000); and the attitude toward information has a positive effect on interest (p = 0.001). Moreover, the adoption of knowledge affects purchasing intent positively (p = 0.000). Therefore, the entire hypothesis was validated, and the conclusion is that E-WOM has a substantial impact on consumer interest in purchasing Compass shoes via social media.
References
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Utari, P. (2011). Media Sosial, New Media dan Gender dalam Pusaran Teori Komunikasi. In Komunikasi 2.0: Teoritisasi dan Implikasi (pp. 49–60).
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198–208.
Zheng, T., Youn, H., & Kincaid, C. S. (2009). An analysis of customers’ E-complaints for luxury resort properties. Journal of Hospitality Marketing & Management, 18(7), 718–729.
Bhattacherjee, A., & Sanford, C. (2006). Influence processes for information technology acceptance: An elaboration likelihood model. MIS Quarterly, 805–825.
Cacioppo, J. T., Petty, R. E., Kao, C. F., & Rodriguez, R. (1986). Central and peripheral routes to persuasion: An individual difference perspective. Journal of Personality and Social Psychology, 51(5), 1032.
Canhoto, A. I., & Clark, M. (2013). Customer service 140 characters at a time: The users’ perspective. Journal of Marketing Management, 29(5–6), 522–544.
Damayanti, S., Chan, A., & Barkah, C. S. (2021). The Influence of Social Media Marketing on the Brand Image of Mypangandaran Tour and Travel. Jurnal Ilmu Manajemen, 9(3), 852–862.
Darwin, M., Mamondol, M. R., Sormin, S. A., Nurhayati, Y., Tambunan, H., Sylvia, D., Adnyana, I. M. D. M., Prasetiyo, B., Vianitati, P., & Gebang, A. A. (2021). Metode penelitian pendekatan kuantitatif (1st ed.). Media Sains Indonesia.
Dunn, K., & Harness, D. (2019). Whose voice is heard? The influence of user-generated versus company-generated content on consumer scepticism towards CSR. Journal of Marketing Management, 35(9–10), 886–915.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55.
Evans, C., & Erkan, I. (2014). The impacts of electronic word of mouth in social media on consumerspurchase intentions. Proceedings of the International Conference on Digital Marketing (ICODM2014), 9–14.
Fan, Y.-W., Miao, Y.-F., Fang, Y.-H., & Lin, R.-Y. (2013). Establishing the Adoption of Electronic Word-of-Mouth through Consumers’ Perceived Credibility. International Business Research, 6(3), 58–65. https://doi.org/10.5539/ibr.v6n3p58
Fogg, B. J., Kameda, T., Boyd, J., Marshall, J., Sethi, R., Sockol, M., & Trowbridge, T. (2002). Stanford-Makovsky web credibility study 2002: investigating what makes web sites credible today. World Wide Web Internet And Web Information Systems, 1(6), 512–519.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). eâ€ÂÂÂÂÂWOM Scale: wordâ€ÂÂÂÂÂofâ€ÂÂÂÂÂmouth measurement scale for eâ€ÂÂÂÂÂservices context. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23.
Hair, N., Clark, M., & Shapiro, M. (2010). Toward a classification system of relational activity in consumer electronic communities: the moderators’ tale. Journal of Relationship Marketing, 9(1), 54–65.
Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The effect of celebrity endorsement on instagram fashion purchase intention: The evidence from Indonesia. Organizations and Markets in Emerging Economies, 11(1), 203–221. https://doi.org/10.15388/omee.2020.11.31
Hidayat, A. T. R., & Astuti, B. (2019). The Influence of Internet Advertising and e-WOM on Perception and Purchase Intention of B2C E-Commerce Costumers in Indonesia. Proceeding UII-ICABE, 207–218.
Kim, E., Sung, Y., & Kang, H. (2014). Brand followers’ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth. Computers in Human Behavior, 37, 18–25.
KOMINFO. (2019). Penggunaan Internet di Indonesia. Direktorat Jenderal Aplikasi Informatika. https://aptika.kominfo.go.id/2019/08/penggunaan-internet-di-indonesia/
Kotler, P., & Keller, K. (2021). Marketing Management (15th global edition). Pearson Education Limited.
Kunja, S. R., & Acharyulu, G. (2018). Examining the effect of eWOM on the customer purchase intention through value co-creation (VCC) in social networking sites (SNSs): A study of select Facebook fan pages of smartphone brands in India. Management Research Review, 43(3), 245–269.
Lee, S. (2017). A study on different recognition of importance in enterprises’ social media activities based on comparison between consumers and enterprise: Focusing on commercial and relational characteristics of activity types. Hankuk University of Foreign Studies, South Korea.
Leong, C.-M., Loi, A. M.-W., & Woon, S. (2022). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2), 145–157.
Lindh, C., Rovira Nordman, E., Melén Hånell, S., Safari, A., & Hadjikhani, A. (2020). Digitalization and International Online Sales: Antecedents of Purchase Intent. Journal of International Consumer Marketing, 32(4), 324–335. https://doi.org/10.1080/08961530.2019.1707143
Mertha Adnyana, I. M. D., & Sudaryati, N. L. G. (2022). The potency of green education-based blended learning in biology students at the Hindu University of Indonesia. BIO-INOVED: Jurnal Biologi-Inovasi Pendidikan, 4(1), 1–9.
Mothersbaugh, D. L., Hawkins, D. I., Kleiser, S. B., Mothersbaugh, L. L., & Watson, C. F. (2020). Consumer behavior: Building marketing strategy. McGraw-Hill Education New York, NY, USA.
Nugraha, R., Kusumawardani, K. A., & Octavianie, V. (2018). The Influence of Celebrity Endorsement in Instagram towards Customer Behavior and Purchase Intention in Healthy Food Diet Business. Firm Journal of Management Studies, 3(2). https://doi.org/10.33021/firm.v3i2.476
Park, C., & Kim, Y. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management, 31(1), 16–29.
Priansa, D. J. (2017). Consumer behavior in contemporary business competition. Alfabeta.
Putra, I. D. P. G. W., & Aristana, M. D. W. (2020). The Effect of Social Media Marketing on Brand Awareness and Purchase Intention (Case Study: SMK Kesehatan Sanjiwani Gianyar). E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 11, 1035. https://doi.org/10.24843/eeb.2020.v09.i11.p01
Qin, Z., Song, Y., & Jin, Y. (2019). Green worship: The effects of devotional and behavioral factors on adopting electronic incense products in religious practices. International Journal of Environmental Research and Public Health, 16, 3618. https://doi.org/10.3390/ijerph16193618
See-To, E. W. K., & Ho, K. K. W. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust–A theoretical analysis. Computers in Human Behavior, 31, 182–189.
Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review, 1(1), 84–102.
Tien, D. H., Rivas, A. A. A., & Liao, Y.-K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249.
Utari, P. (2011). Media Sosial, New Media dan Gender dalam Pusaran Teori Komunikasi. In Komunikasi 2.0: Teoritisasi dan Implikasi (pp. 49–60).
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on purchase intentions: A consumer socialization framework. Journal of Interactive Marketing, 26(4), 198–208.
Zheng, T., Youn, H., & Kincaid, C. S. (2009). An analysis of customers’ E-complaints for luxury resort properties. Journal of Hospitality Marketing & Management, 18(7), 718–729.
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Published
2022-07-30
How to Cite
Sajali, A. H. (2022). The Effect of E-WOM on Social Media on Consumers’ Interest in Buying Compass Shoes Using an Information Adoption Approach. Journal of Management Science (JMAS), 5(3), 87–93. Retrieved from https://exsys.iocspublisher.org/index.php/JMAS/article/view/140
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