The Effect of E-WoM on Buying Decisions Mediated by Brand Trust for SMES
DOI:
https://doi.org/10.59247/bim.v1i1.3Keywords:
Electronic word-of-mouth (E-WoM), brand trust, purchasing decisions, SMES, customer satisfaction, social mediaAbstract
Electronic word-of-mouth (E-WoM) is a potential and practical statement communicated by customers using goods or services. Brand trust is a measure of customer trust in a business because their expectations of the brand will lead to better results. Purchasing decisions are consumer behavior in making decisions to buy after considering the selection of various aspects such as: product selection, brand, condition, and number of desired goods. The purpose of this research is to know how much influence Electronic Word of Mouth (E-WoM) has on buying decisions mediated by Brand Trust in SMES, to find out how much influence Brand Trust has on buying decisions in SMES, and to find out the magnitude of the influence of Electronic Word of Mouth (E-WoM) on Purchase Decisions is mediated by Brand Trust in SMES. The results of this study have a significant and positive effect on electronic word of mouth and brand trust. there is a significant and positive influence on brand trust on purchasing decisions. There is a significant and positive indirect influence on electronic word of mouth (E-WoM) on purchasing decisions mediated by brand trust.
References
Anggito, A., & Setiawan, J. (2018). Metode Penelitan Kualitatif, Jawa Barat: CV.
Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103
Creswell, J. W. (2014). A concise introduction to mixed methods research. SAGE publications.
DAM, S. M., & DAM, T. C. (2021). Relationships between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/JAFEB.2021.VOL8.NO3.0585
DAM, T. C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. The Journal of Asian Finance, Economics and Business, 7(10), 939–947. https://doi.org/10.13106/JAFEB.2020.VOL7.NO10.939
Et.al, H. E. (2021). Effect Of Digital Marketing And Social Media On Purchase Intention Of Smes Food Products. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(3), 3672–3678. https://doi.org/10.17762/turcomat.v12i3.1648
Harahap, D. A., Hurriyati, R., Gaffar, V., & Amanah, D. (2018). The impact of word of mouth and university reputation on student decision to study at university. Management Science Letters, 649–658. https://doi.org/10.5267/j.msl.2018.4.027
Harrigan, P., Daly, T. M., Coussement, K., Lee, J. A., Soutar, G. N., & Evers, U. (2021). Identifying influencers on social media. International Journal of Information Management, 56, 102246. https://doi.org/10.1016/j.ijinfomgt.2020.102246
Haudi, H., Rahadjeng, E. R., Santamoko, R., Putra, R. S., Purwoko, D., Nurjannah, D., Koho, I. R., Wijoyo, H., Siagian, A. O., Cahyono, Y., & Purwanto, A. (2022). The role of e-marketing and e-CRM on e-loyalty of Indonesian companies during Covid pandemic and digital era. Uncertain Supply Chain Management, 10(1), 217–224. https://doi.org/10.5267/j.uscm.2021.9.006
Jasin, M. (2022). The Role of Social Media Marketing and Electronic Word of Mouth on Brand Image and Purchase Intention of SMEs Product. 01.
Khiong, K. (n.d.). Impact and Challenges of Digital Marketing in Healthcare Industries during Digital Era and Covid-19 Pandemic. Journal of Industrial Engineering.
Konstantopoulou, A., Rizomyliotis, I., Konstantoulaki, K., & Badahdah, R. (2019). Improving SMEs’ competitiveness with the use of Instagram influencer advertising and eWOM. International Journal of Organizational Analysis, 27(2), 308–321. https://doi.org/10.1108/IJOA-04-2018-1406
López, M., & Sicilia, M. (2014). Determinants of E-WOM Influence: The Role of Consumers’ Internet Experience. Journal of Theoretical and Applied Electronic Commerce Research, 9(1), 7–8. https://doi.org/10.4067/S0718-18762014000100004
Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100. https://doi.org/10.32493/informatika.v5i2.4946
Prasanna, R., Jayasundara, J., Naradda Gamage, S. K., Ekanayake, E., Rajapakshe, P., & Abeyrathne, G. (2019). Sustainability of SMEs in the Competition: A Systemic Review on Technological Challenges and SME Performance. Journal of Open Innovation: Technology, Market, and Complexity, 5(4), 100. https://doi.org/10.3390/joitmc5040100
Rahman, N. A., Yaacob, Z., & Radzi, R. M. (2016). An Overview of Technological Innovation on SME Survival: A Conceptual Paper. Procedia - Social and Behavioral Sciences, 224, 508–515. https://doi.org/10.1016/j.sbspro.2016.05.427
Reza Jalilvand, M., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Scuotto, V., Del Giudice, M., & Carayannis, E. G. (2017). The effect of social networking sites and absorptive capacity on SMES’ innovation performance. The Journal of Technology Transfer, 42(2), 409–424. https://doi.org/10.1007/s10961-016-9517-0
Tajudeen, F. P., Jaafar, N. I., & Ainin, S. (2018). Understanding the impact of social media usage among organizations. Information & Management, 55(3), 308–321. https://doi.org/10.1016/j.im.2017.08.004
Yusuf, A. M. (2016). Metode penelitian kuantitatif, kualitatif & penelitian gabungan. Prenada Media.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Dimas Nugroho Dwi Seputro, Dwi Esika Putri
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
