PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK BIBIR BARENBLISS DI BANDAR LAMPUNG

Annisa Rizki Indriani; Dorothy RH Pandjaitan

doi:10.59003/nhj.v5i2.1602

Authors

Annisa Rizki Indriani Universitas Lampung
Dorothy RH Pandjaitan Universitas Lampung

DOI:

https://doi.org/10.59003/nhj.v5i2.1602

Keywords:

Electronic Word of Mouth (EWOM), purchasing decision, intensity, opinion valence, content, lip cosmetics, Barenbliss.

Abstract

Advances in information technology have driven shifts in consumer behavior when making purchasing decisions, particularly through the phenomenon of Electronic Word of Mouth (EWOM) on social media and e-commerce platforms. This study aims to investigate the influence of the three main dimensions of Electronic Word of Mouth (EWOM) intensity, Valence of Opinion, and content on purchasing decisions for Barenbliss lip cosmetics in Bandar Lampung. The research method employed is a quantitative approach using descriptive and confirmatory techniques. Data was collected through a questionnaire distributed to consumers who have used Barenbliss lip cosmetics and been exposed to digital reviews of the product. Analysis was conducted using SPSS version 25.0. The results of the study indicate that all independent variables in this study intensity, Valence of Opinion, and content have a positive and significant effect on purchasing decisions, both partially and simultaneously. This is evidenced by the significance values of each hypothesis test, all of which are below 0.05, thus accepting the proposed hypotheses. Intensity indicates that the more frequently someone is exposed to reviews, the greater the likelihood of making a purchase. Positive opinion valence enhances consumer confidence, and informative and high-quality content strengthens purchasing decisions.

Downloads

Download data is not yet available.

References

Albab, A. U. (2023). Analisis pengaruh electronic word of mouth (E-WOM) terhadap keputusan pembelian: Studi pada konsumen ShopeeFood di Kota Surabaya (Doctoral dissertation, Universitas Islam Negeri Maulana Malik Ibrahim)

Amin, A. M., & Yanti, S. (2021). Pengaruh Electronic Word of Mouth (E-WOM) terhadap keputusan pembelian produk fashion online. Jurnal Manajemen dan Pemasaran, 15(2), 78-89.

Arthur A. Thompson. (2016). Crafting and executing strategy: the quest for competitive advantage, concepts and readings. (McGraw-Hil).

Assauri, S. (2018). Manajemen Pemasaran (Dasar, Konsep & Strategi). PT Raja Grafindo Persada.

Christabel, J.N., & Rozaq, M. K. A. (2025). E-WOM: Pengaruh Intensity, Valence of Opinion, dan Content Terhadap Keputusan Pembelian Jasa pada Allegra Dance School dengan Brand Trust sebagai Variabel Moderasi. Syntax Literate; Jurnal Ilmiah Indonesia, 10(5), 5369-5377

Dian, H., & Sudarmiatin, S. (2024). The influence of e WOM on purchase intention: The mediating role of brand image and trust (Study on consumers of SME cosmetic products). International Journal of Economics, Venturing and Social Sciences (IJEVSS), 3(2).

Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS. Badan Penerbit Universitas Diponegoro.

Hayati, Rina. 2020. Pengertian kerangka berpikir menurut para ahli. Penelitian Ilmiah. https://penelitianilmiah.com/pengertian-kerangka-berpikir-menurut-para-ahli/

Ismagilova, E., Slade, E. L., Rana, N. P. & Dwivedi, Y. K. (2020). The Effect of E-WOM Communications on Intention to Buy: A Meta-Analysis. Inf. Syst. Front

Ivan S. & Wahyudi A. (2018). Pengaruh E-Wom (Electronic-Word-Of-Mouth) Terhadap Keputusan Pembelian Di Agoda.Com. Jurnal Management Perhotelan., 3, 128–138.

Jhanghiz S. & Muhhamad A. I. (2018). The Impact Of Electronic Word Of Mouth (Ewom) On Brand Equity Of Imported Shoes: Does A Good Online Brand Equity Result In High Customers’ Involvements In Purchasing Decisions? The Asian Journal Of Technology Management., 1(11), 57-69.

Kоtler P & Keven L Keller (2009). Mаnаjemen Pemаsаrаn Jilid ke 1 Edisi 12. Аlih Bаhаsа Bоb Sаbrаn Jаkаrtа: Indeksiа

Laksana, M. F. (2019). Praktis Memahami Manajemen Pemasaran. CVAl Fath Zumar.

Luthfiyatillah, L., Millatina, A. N., Mujahidah, S. H., & Herianingrum, D. (2020). Pengaruh Electronic Word of Mouth (E-WOM) terhadap keputusan pembelian produk kosmetik secara online. Jurnal Manajemen Pemasaran, 14(2), 123-135.

Mutiara, N., & Madiawati Putu Nina, I. G. A. (2019). Pengaruh Electronic Word of Mouth (E-WOM) terhadap keputusan pembelian pada produk kosmetik. Jurnal Manajemen Pemasaran, 13(1), 45-57.

Nurhasanah. (2017). Metodologi penelitian: Teori dan aplikasi untuk penelitian kuantitatif dan kualitatif. Penerbit Alfabeta.

Nurniati, N., & Safitri, C. (2023). Word of mouth and influencer marketing strategy on purchase decision of skincare product in e-commerce. International Journal of Economics Development Research, 4(1), 207–221.

Priansa, D. J. (2017). Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer.

Sagala, M. T. R., Abidin, Z., & Rifai, M. (2023). Valence of Opinion: Keputusan Pembelian Produk Skintific pada Akun Instagram@ skintificid. Jurnal Ilmiah Wahana Pendidikan, 9(20), 467-475

Samuel, A., Hartono, B., & Wijaya, C. (2021). The role of social media in product information dissemination: Low-cost strategy for wide audience reach. Journal of Marketing Communication, 15(3), 145-159.

Santyadewi, G. A., & Albari. (2024). The influence of eWOM purchase intention with trust mediating variables on MOP beauty product. Jurnal Pamator, 17(1), 63–77

Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis: Pendekatan Pengembangan-Keahlian, Edisi 6, Buku 2. Jakarta Selatan: Salemba Empat.

Silaen, S. (2018). Metodologi Penelitian Sosial untuk Penulisan Skripsi dan Tesis. Bogor: In Media.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Sugiyono. (2019). Metode Penelitian Kualitatif, Kuantitatif, dan R&D. CV Alfabeta.

Sujarweni, V. W. (2020). Metodologi Penelitian Bisnis & Ekonomi. Pustaka Baru.

Sujarweni, W. (2015). SPSS Untuk Penelitian. Pustaka Baru Press.

Sujarweni. (2018). Pengantar Akuntansi. Pustaka Baru Press.

Tjiptono Fandy dan Anastasia Diana. (2020). Pemasaran. Penerbit Andi Yogyakarta.

Tri, G., Bagus, B., Nur, A., & Barkah, D. P. (2024). The influence of eWOM and brand image on purchase decision of The Originote. Jurnal Ekonomi, 13(1).

Valiant, V. (2024). Pengaruh Intensitas Menonton Konten Youtube Nex Carlos Terhadap Keputusan Pembelian Menggunakan Aplikasi Gofood. Ikon--Jurnal Ilmiah Ilmu Komunikasi, 29(1), 22-31

Vithana, L. V. M. G., & Fernando, P. I. N. (2024). Impact of e-word of mouth (E-WOM) on consumers’ purchase intention for cosmetic products: The mediating role of brand image (with reference to Facebook users). Sri Lanka Journal of Marketing, 10(1), 1–15.

Yusuf, A. (2021). The Influence of Product Innovation and Brand Image on Customer Purchase Decision on Oppo Smartphone Products in South Tangerang City. Budapest International Research and Critics Institute- Journal (BIRCI-Journal), 2(1), 472–481.