Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian Menggunakan Zomato di Café Koi The, Mall Kelapa Gading Jakarta Utara
##plugins.themes.academic_pro.article.sidebar##
##plugins.themes.academic_pro.article.main##
Abstract
The development of internet resulted high growth of applications in Indonesia, which then used by business owners in marketing. Restaurant directory applications is gaining popularity for the ease of obtaining information, but information can also obtain using social media, which begun to use as marketing platform, but social media tends to bias in reviews. This study aims to examine whether there is influence between Electronic Word of Mouth on Zomato on purchasing decisions. Electronic word of mouth is information from the results of the assessment of various aspects of product by consumers, can be called online reviews. Purchasing decisions are when consumers faced with two or more possiblities that have been reached by consumers after various considerations. The sample of this study obtained by slovin technique which resulted 100 people, this research is quantitative study, with non-probability technique. The results of this study indicate that electronic word of mouth has effect on purchasing decisions. The conclusion of this study is the dimensions of Electronic Word of Mouth is Intensity, Content, and Valance of Opinion has positive influence on purchasing decisions. Suggestions for further research is add other independent variables, and for the business, this can be used as evaluation because there was influence between e-wom on purchasing decisions.
##plugins.themes.academic_pro.article.details##
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
[2] P. Raman, “Zomato: a shining armour in the foodtech sector,” J. Inf. Technol. Case Appl. Res., vol. 20, no. 3–4, pp. 130–150, Oct. 2018, doi: 10.1080/15228053.2018.1552396.
[3] V. S. Y. Cheung, J. C. Y. Lo, D. K. W. Chiu, and K. K. W. Ho, “Evaluating social media’s communication effectiveness on travel product promotion: Facebook for college students in Hong Kong,” Inf. Discov. Deliv., vol. 51, no. 1, pp. 66–73, Jan. 2023, doi: 10.1108/IDD-10-2021-0117.
[4] Q. Sun, J. Niu, Z. Yao, and H. Yan, “Exploring eWOM in online customer reviews: Sentiment analysis at a fine-grained level,” Eng. Appl. Artif. Intell., vol. 81, pp. 68–78, 2019, doi: https://doi.org/10.1016/j.engappai.2019.02.004.
[5] S. Hlee, H. Lee, C. Koo, and N. Chung, “Fake Reviews or Not: Exploring the relationship between time trend and online restaurant reviews,” Telemat. Informatics, vol. 59, p. 101560, 2021, doi: https://doi.org/10.1016/j.tele.2020.101560.
[6] D. I. Sari, D. M. Lemy, and R. Ingkadijaya, “Effect of E-Word of Mouth through Instagrams on Purchasing Decisions in Twin House Coffee & Kitchen,” Tour. Res. J., vol. 2, no. 2, pp. 15–32, 2018, doi: https://doi.org/10.30647/trj.v2i2.39.
[7] H. Masuda, S. H. Han, and J. Lee, “Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations,” Technol. Forecast. Soc. Change, vol. 174, p. 121246, 2022, doi: https://doi.org/10.1016/j.techfore.2021.121246.
[8] I. P. Bigley and J. M. Leonhardt, “Extremity Bias in User-Generated Content Creation and Consumption in Social Media,” J. Interact. Advert., vol. 18, no. 2, pp. 125–135, Jul. 2018, doi: 10.1080/15252019.2018.1491813.
[9] P. Kotler and K. L. Keller, MarkKotler, P., & Keller, K. L. (2016). Marketing Management. Global Edition (Vol. 15E). https://doi.org/10.1080/08911760903022556eting Management, vol. 15E, no. 4. 2016.
[10] T. Hennig-Thurau, K. P. Gwinner, G. Walsh, and D. D. Gremler, “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?,” J. Interact. Mark., vol. 18, no. 1, pp. 38–52, 2004, doi: https://doi.org/10.1002/dir.10073.
[11] P. and G. A. Kotler, Principle of Marketing, Global. New Jersey: Pearson, 2017.
[12] M. Ansori and S. Iswati, Metode Penelitian Kuantitatif, 1st ed. Surabaya: University Press Airlangga, 2017.
[13] D. Sugiyono, Metode penelitian kuatintatif , kualitatif dan R & D / Sugiyono. 2018.
[14] Sugiyono, “Metode Penelitian Administrasi,” in Alfabeta, Bandung, vol. 0, no. 0, 2021, p. 90.
[15] J. F. Hair, A. H. Money, P. Samouel, and M. Page, “Research Methods for Business,” Educ. + Train., vol. 49, no. 4, pp. 336–337, Jan. 2007, doi: 10.1108/et.2007.49.4.336.2.
[16] J. F. Hair, Multivariate Data Analysis. Georgia, USA: Kennesaw State University, 2009.
[17] D. Fatihudin, Metode Penelitian untuk Ilmu Ekonomi, Manajemen dan Akuntansi, 1st ed. Sidoarjo: Zifatama Publisher, 2015.
[18] R. Surenda, A. Adrian, Y. Abrian, and A. H. Fansurya, “The Effect of E-Service Quality on Purchase Decisions With E-Wom as A Moderating Variable on 4-Star Hotels in West Sumatra,” J. Pendidik. Teknol. Kejuru., vol. 5, no. 3, pp. 76–82, 2022, doi: https://doi.org/10.24036/jptk.v5i3.28723.
[19] M. A. Pyle, A. N. Smith, and Y. Chevtchouk, “In eWOM we trust: Using naïve theories to understand consumer trust in a complex eWOM marketspace,” J. Bus. Res., vol. 122, pp. 145–158, 2021, doi: https://doi.org/10.1016/j.jbusres.2020.08.063.
[20] S. Althuwaini, “The Effect of Social Media Activities on Brand Loyalty for Banks: The Role of Brand Trust,” Administrative Sciences, vol. 12, no. 4. 2022, doi: 10.3390/admsci12040148.
[21] L. Zhu, H. Li, F.-K. Wang, W. He, and Z. Tian, “How online reviews affect purchase intention: a new model based on the stimulus-organism-response (--) framework,” Aslib J. Inf. Manag., vol. 72, no. 4, pp. 463–488, Jan. 2020, doi: 10.1108/AJIM-11-2019-0308.
[22] J. W. C. Wong, I. K. W. Lai, and Z. Tao, “Sharing memorable tourism experiences on mobile social media and how it influences further travel decisions,” Curr. Issues Tour., vol. 23, no. 14, pp. 1773–1787, Jul. 2020, doi: 10.1080/13683500.2019.1649372.