Analisis EWOM, Citra Merek, Dukungan Selebriti, dan E-Referral dalam Pembelian Produk Fashion Muslim di E-Commerce
DOI:
https://doi.org/10.29407/nusamba.v10i1.22303Keywords:
Brand Image, Celebrity Endorsement, Digital Marketing Communication, E-Commerce, E-Referral, EWOMAbstract
Research Aim: To examine the impact of EWOM, brand image, celebrity endorsement, and e-referral on purchasing decisions for Muslim fashion products through E-Commerce.
Method: A mixed-method approach with 150 quantitative respondents and 20 qualitative participants in Jakarta, Depok, Bekasi, Bogor, and Tangerang. SPSS was used for analysis.
Findings: This study suggests celebrity endorsement significantly impacts customer purchases of Muslim fashion products through E-Commerce.
Theoretical Contribution: This study provides a new theoretical contribution by demonstrating that digital marketing communication variables such as e-referral, brand image, and EWOM cannot work alone to influence purchase decisions but must be combined with celebrity endorsement.
Practical Implications: E-Commerce businesses should maximize collaborations with celebrity endorsers to boost market penetration and consumer trust.
Research limitation: Limited to specific regions and four marketing variables, suggesting future research on other factors influencing online purchasing decisions.
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References
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[11] Lee JE, Goh ML, Mohd Noor MN Bin. Understanding purchase intention of university students towards skin care products. PSU Res Rev 2019;3:161–78. https://doi.org/10.1108/prr-11-2018-0031.
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[14] Jacobsen S. Why did I buy this?: The effect of WOM and online reviews on post purchase attribution for product outcomes. J Res Interact Mark 2018;12:370–95. https://doi.org/10.1108/JRIM-12-2017-0102.
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[19] Ali A, Sherwani M, Ali A, Ali Z, Sherwani M. Investigating the antecedents of halal brand product purchase intention: an empirical investigation. J Islam Mark 2020;12:1339–62. https://doi.org/10.1108/JIMA-03-2019-0063.
[20] Saputra AW, Dinalestari P. The Influence of Brand Image and Product Quality Concerning Automobile Buying Decision of Isuzu Panther at PT. Astra Isuzu Semarang. J Adm Bisnis 2017;6:102–9.
[21] Suhaily L, Darmoyo S. Effect of product quality, perceived price and brand image on purchase decision mediated by customer trust (study on japanese brand electronic product). J Manaj 2017;21:179–94. https://doi.org/10.24912/jm.v21i2.230.
[22] Lk AMK, Arimbawa IG, Damayanti E. the Influence of Celebrity Endorser, Product Quality and Price on Purchase Decisions and Customer Satisfaction on Vivo Brand Smartphones in Surabaya. J World Conf 2019;1:252–6. https://doi.org/10.29138/prd.v1i2.148.
[23] Alfifto A, Siringoringo A, Hasman HCP. Viral Marketing, Celebrity Endorsement dan Brand Awareness Terhadap Keputusan Pembelian Pada Geprek Bensu Medan. J Ekon Bisnis, Manaj Dan Akunt 2022;2:1–9. https://doi.org/10.47709/jebma.v2i1.1208.
[24] Al-Htibat A, Garanti Z. Impact of interactive eReferral on tourists behavioral intentions. Mark Intell Plan 2019;37:527–41. https://doi.org/10.1108/MIP-08-2018-0348.
[25] Mahapatra S, Mishra A. Acceptance and forwarding of electronic word of mouth. Mark Intell Plan 2017;35:594–610. https://doi.org/10.1108/MIP-01-2017-0007.
[26] Frederick Tanprajna R. Effect of E-Referral and E-Wom on Purchase Intention: An Empirical Study in Indonesia 2021:124–37. https://doi.org/10.33422/11th.meaconf.2020.12.83.
[27] Amelia A, Ronald R, Sucipto H. Marketing Strategy Bagi Sociopreneurship: Extended Brand Melalui Penggunaan E-commerce Dalam Meningkatkan Brand Preference. J Nusant Apl Manaj Bisnis 2022;7:314–37. https://doi.org/10.29407/nusamba.v7i2.17819.
[28] Mahardhika M, Arintowati D. Keputusan Pembelian Ditinjau dari Promosi Menggunakan Media Sosial dan Word of Mouth Marketing. J Nusant Apl Manaj Bisnis 2021;6:138–48. https://doi.org/10.29407/nusamba.v6i2.16395.
[29] Sugiyono. Sugiyono, Metode Penelitian dan Pengembangan Pendekatan Kualitatif, Kuantitatif, dan R&D , (Bandung: Alfabeta, 2015), 407 1. Metod Penelit Dan Pengemb Pendekatan Kualitatif, Kuantitatif, Dan R&D 2015.
[30] Sekaran U, Bougie R. Research Method for Business Textbook: A Skill Building Approach. John Wiley Sons Ltd 2016.
[31] Ghozali I. Ghozali, Imam. 2016. Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: Badan Penerbit UNDIP. Anal. Multivar. dengan Progr. SPSS, 2016.
[32] Wijaya IGNS, Ekayasa MD. Perilaku Keputusan Pembelian Generasi Y dan Z dalam Penggunaan E-Commerce di Masa Pasca Pandemi. J Nusant Apl Manaj Bisnis 2022;7:338–57. https://doi.org/10.29407/nusamba.v7i2.18357.
[33] Quelyu VC De, Santoso S. Peranan Customer Satisfaction dan Customer Commitment terhadap e-WOM dalam Pengguna Aplikasi Gopay di Yogyakarta. J Nusant Apl Manaj Bisnis 2021;6:1–14. https://doi.org/10.29407/nusamba.v6i1.14533.
[34] Handoko NT, Melinda T. Effect Of Electronic Word Of Mouth On Purchase Intention Through Brand Image As Media In Tokopedia. Bus Account Res Peer Rev J 2021;5:83–93.
[35] Nurcahyo B, Riskayanto R. Analisis Dampak Penciptaan Brand Image Dan Aktifitas Word of Mouth (Wom) Pada Penguatan Keputusan Pembelian Produk Fashion. J Nusant Apl Manaj Bisnis 2018;3:14. https://doi.org/10.29407/nusamba.v3i1.12026.
[36] Nuseir MT. The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE). J Islam Mark 2019;10:759–67. https://doi.org/10.1108/JIMA-03-2018-0059.
[37] Ishii R, Kikumori M. Word-of-mouth in business-to-business marketing: a systematic review and future research directions. J Bus Ind Mark 2022;38:45–62. https://doi.org/10.1108/JBIM-02-2022-0099.
[38] Santoso R, Fianto AYA, Erstiawan MS. Digital Marketing Dan Brand Image Terhadap Intensi Pembelian Produk Susu Murni. J Nusant Apl Manaj Bisnis 2023;8:1–14. https://doi.org/10.29407/nusamba.v8i1.18163.
[39] Fan Q. Relationship among China’s country image, corporate image and brand image. J Contemp Mark Sci 2019;2:34–49. https://doi.org/10.1108/jcmars-01-2019-0006.
[40] Azmy A, Nauyoman D, Zakky M. The Effect Of Brand Image And Perception Of Products On The Purchase Decisions Of Matic Motorcycle In East Belitung. J Adm Bisnis 2020;9:31–42. https://doi.org/10.14710/jab.v9i1.25278.
[41] Oteh OU, Oloveze AO, Emeruem OL, Ahaiwe EO. Celebrity endorsement in African context: TEARS model approach. Rev Gest 2023;30:334–47. https://doi.org/10.1108/REGE-07-2021-0110.
[42] Damayanti D, Wahyudi HD. Pengaruh Celebrity Endorser terhadap Purchase Intention: Peran Mediasi Brand Credibility dan Brand Attitude. J Nusant Apl Manaj Bisnis 2022;7:285–96. https://doi.org/10.29407/nusamba.v7i2.17710.
[43] Liang HL, Lin PI. Influence of multiple endorser-product patterns on purchase intention: An interpretation of elaboration likelihood model. Int J Sport Mark Spons 2018;19:415–32. https://doi.org/10.1108/IJSMS-03-2017-0022.
[2] Al-Dmour H, Al-Qawasmi S, Al-Dmour R, Basheer Amin E. The role of electronic word of mouth (eWOM) and the marketing mix on women’s purchasing intention of children’s dietary supplements. Int J Pharm Healthc Mark 2022;16:376–91. https://doi.org/10.1108/IJPHM-08-2020-0066.
[3] Purwanto N, Rofiah C. Pengaruh Electronic Word Of Mouth Terhadap Minat Berkunjung Dengan Mediasi Theory Of Planned Behavior Pada Obyek Wisata Halal Di Kabupaten Jombang. J Nusant Apl Manaj Bisnis 2020;5:176–91. https://doi.org/10.29407/nusamba.v5i2.14835.
[4] Sari AP, Rahmidani R. Pengaruh E-Word Of Mouth Dan E-Trust Terhadap E-Purchase Decision Mahasiswa Universitas Negeri Padang Pada Marketplace Lazada. J Ecogen 2019;2:666. https://doi.org/10.24036/jmpe.v2i4.7844.
[5] Amron A. The Influence of Brand Image, Design, Feature, and Price on Purchasing Decision of Apple iOS Smartphone in Surakarta, Indonesia. Int J Soc Sci Humanit Invent 2018;5:5187–91. https://doi.org/10.18535/ijsshi/v5i12.15.
[6] Farizan N, Rohman F, Hussein AS. Customer Satisfaction As Mediation. J Appl Manag 2019;17:127–32.
[7] von Felbert A, Breuer C. How the type of sports-related endorser influences consumers’ purchase intentions. Int J Sport Mark Spons 2020;22:588–607. https://doi.org/10.1108/IJSMS-01-2020-0009.
[8] Freire O, Quevedo-Silva F, Senise D, Scrivano P. The effectiveness of celebrity endorsement in aspiring new celebrities: Examining the effects of brand, congruence, charisma and overexposure. RAUSP Manag J 2018;53:289–303. https://doi.org/10.1108/RAUSP-04-2018-011.
[9] Abubakar AM, Ilkan M, Sahin P. eWOM, eReferral and gender in the virtual community. Mark Intell Plan 2016;34:692–710. https://doi.org/10.1108/MIP-05-2015-0090.
[10] Lesmana N, Masnita Y, Kurniawati K. Peran Mediasi Electronic Word of Mouth dan Brand Experience pada Pengaruh Social Media Marketing terhadap Brand Equity. J Adm Bisnis 2023;12:31–42. https://doi.org/10.14710/jab.v12i1.47975.
[11] Lee JE, Goh ML, Mohd Noor MN Bin. Understanding purchase intention of university students towards skin care products. PSU Res Rev 2019;3:161–78. https://doi.org/10.1108/prr-11-2018-0031.
[12] Macheka T, Quaye ES, Ligaraba N. The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consum 2023. https://doi.org/10.1108/YC-05-2023-1749.
[13] Danniswara R, Sandhyaduhita P, Munajat Q. The impact of EWOM referral, celebrity endorsement, and information quality on purchase decision: A case of Instagram. Inf Resour Manag J 2017;30:23–43. https://doi.org/10.4018/IRMJ.2017040102.
[14] Jacobsen S. Why did I buy this?: The effect of WOM and online reviews on post purchase attribution for product outcomes. J Res Interact Mark 2018;12:370–95. https://doi.org/10.1108/JRIM-12-2017-0102.
[15] Prasad S, Gupta IC, Totala NK. Social media usage, electronic word of mouth and purchase-decision involvement. vol. 9. 2017. https://doi.org/10.1108/APJBA-06-2016-0063.
[16] Rahman MS, Mannan M. Consumer online purchase behavior of local fashion clothing brands: Information adoption, e-WOM, online brand familiarity and online brand experience. J Fash Mark Manag 2018;22:404–19. https://doi.org/10.1108/JFMM-11-2017-0118.
[17] Wijaya IGNS, Pratami N wayan CA, Muryatini NN, Yasa GD. Pengaruh Electronic Word of Mouth (E-Wom), Persepsi Risiko, Kepercayaan Pelanggan, Dan Keputusan Pembelian E-Commerce Tokopedia. E-Jurnal Manaj 2022;11:190–209.
[18] Burman FA. The Effect of Website Quality and Brand Image on Consumer Purchase Decisions with Trust as an Intervening Variable (Case Study at Bukalapak.com). Eur J Bus Manag 2019;11:76–82. https://doi.org/10.7176/ejbm/11-28-09.
[19] Ali A, Sherwani M, Ali A, Ali Z, Sherwani M. Investigating the antecedents of halal brand product purchase intention: an empirical investigation. J Islam Mark 2020;12:1339–62. https://doi.org/10.1108/JIMA-03-2019-0063.
[20] Saputra AW, Dinalestari P. The Influence of Brand Image and Product Quality Concerning Automobile Buying Decision of Isuzu Panther at PT. Astra Isuzu Semarang. J Adm Bisnis 2017;6:102–9.
[21] Suhaily L, Darmoyo S. Effect of product quality, perceived price and brand image on purchase decision mediated by customer trust (study on japanese brand electronic product). J Manaj 2017;21:179–94. https://doi.org/10.24912/jm.v21i2.230.
[22] Lk AMK, Arimbawa IG, Damayanti E. the Influence of Celebrity Endorser, Product Quality and Price on Purchase Decisions and Customer Satisfaction on Vivo Brand Smartphones in Surabaya. J World Conf 2019;1:252–6. https://doi.org/10.29138/prd.v1i2.148.
[23] Alfifto A, Siringoringo A, Hasman HCP. Viral Marketing, Celebrity Endorsement dan Brand Awareness Terhadap Keputusan Pembelian Pada Geprek Bensu Medan. J Ekon Bisnis, Manaj Dan Akunt 2022;2:1–9. https://doi.org/10.47709/jebma.v2i1.1208.
[24] Al-Htibat A, Garanti Z. Impact of interactive eReferral on tourists behavioral intentions. Mark Intell Plan 2019;37:527–41. https://doi.org/10.1108/MIP-08-2018-0348.
[25] Mahapatra S, Mishra A. Acceptance and forwarding of electronic word of mouth. Mark Intell Plan 2017;35:594–610. https://doi.org/10.1108/MIP-01-2017-0007.
[26] Frederick Tanprajna R. Effect of E-Referral and E-Wom on Purchase Intention: An Empirical Study in Indonesia 2021:124–37. https://doi.org/10.33422/11th.meaconf.2020.12.83.
[27] Amelia A, Ronald R, Sucipto H. Marketing Strategy Bagi Sociopreneurship: Extended Brand Melalui Penggunaan E-commerce Dalam Meningkatkan Brand Preference. J Nusant Apl Manaj Bisnis 2022;7:314–37. https://doi.org/10.29407/nusamba.v7i2.17819.
[28] Mahardhika M, Arintowati D. Keputusan Pembelian Ditinjau dari Promosi Menggunakan Media Sosial dan Word of Mouth Marketing. J Nusant Apl Manaj Bisnis 2021;6:138–48. https://doi.org/10.29407/nusamba.v6i2.16395.
[29] Sugiyono. Sugiyono, Metode Penelitian dan Pengembangan Pendekatan Kualitatif, Kuantitatif, dan R&D , (Bandung: Alfabeta, 2015), 407 1. Metod Penelit Dan Pengemb Pendekatan Kualitatif, Kuantitatif, Dan R&D 2015.
[30] Sekaran U, Bougie R. Research Method for Business Textbook: A Skill Building Approach. John Wiley Sons Ltd 2016.
[31] Ghozali I. Ghozali, Imam. 2016. Aplikasi Analisis Multivariate dengan Program SPSS. Semarang: Badan Penerbit UNDIP. Anal. Multivar. dengan Progr. SPSS, 2016.
[32] Wijaya IGNS, Ekayasa MD. Perilaku Keputusan Pembelian Generasi Y dan Z dalam Penggunaan E-Commerce di Masa Pasca Pandemi. J Nusant Apl Manaj Bisnis 2022;7:338–57. https://doi.org/10.29407/nusamba.v7i2.18357.
[33] Quelyu VC De, Santoso S. Peranan Customer Satisfaction dan Customer Commitment terhadap e-WOM dalam Pengguna Aplikasi Gopay di Yogyakarta. J Nusant Apl Manaj Bisnis 2021;6:1–14. https://doi.org/10.29407/nusamba.v6i1.14533.
[34] Handoko NT, Melinda T. Effect Of Electronic Word Of Mouth On Purchase Intention Through Brand Image As Media In Tokopedia. Bus Account Res Peer Rev J 2021;5:83–93.
[35] Nurcahyo B, Riskayanto R. Analisis Dampak Penciptaan Brand Image Dan Aktifitas Word of Mouth (Wom) Pada Penguatan Keputusan Pembelian Produk Fashion. J Nusant Apl Manaj Bisnis 2018;3:14. https://doi.org/10.29407/nusamba.v3i1.12026.
[36] Nuseir MT. The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE). J Islam Mark 2019;10:759–67. https://doi.org/10.1108/JIMA-03-2018-0059.
[37] Ishii R, Kikumori M. Word-of-mouth in business-to-business marketing: a systematic review and future research directions. J Bus Ind Mark 2022;38:45–62. https://doi.org/10.1108/JBIM-02-2022-0099.
[38] Santoso R, Fianto AYA, Erstiawan MS. Digital Marketing Dan Brand Image Terhadap Intensi Pembelian Produk Susu Murni. J Nusant Apl Manaj Bisnis 2023;8:1–14. https://doi.org/10.29407/nusamba.v8i1.18163.
[39] Fan Q. Relationship among China’s country image, corporate image and brand image. J Contemp Mark Sci 2019;2:34–49. https://doi.org/10.1108/jcmars-01-2019-0006.
[40] Azmy A, Nauyoman D, Zakky M. The Effect Of Brand Image And Perception Of Products On The Purchase Decisions Of Matic Motorcycle In East Belitung. J Adm Bisnis 2020;9:31–42. https://doi.org/10.14710/jab.v9i1.25278.
[41] Oteh OU, Oloveze AO, Emeruem OL, Ahaiwe EO. Celebrity endorsement in African context: TEARS model approach. Rev Gest 2023;30:334–47. https://doi.org/10.1108/REGE-07-2021-0110.
[42] Damayanti D, Wahyudi HD. Pengaruh Celebrity Endorser terhadap Purchase Intention: Peran Mediasi Brand Credibility dan Brand Attitude. J Nusant Apl Manaj Bisnis 2022;7:285–96. https://doi.org/10.29407/nusamba.v7i2.17710.
[43] Liang HL, Lin PI. Influence of multiple endorser-product patterns on purchase intention: An interpretation of elaboration likelihood model. Int J Sport Mark Spons 2018;19:415–32. https://doi.org/10.1108/IJSMS-03-2017-0022.
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How to Cite
Analisis EWOM, Citra Merek, Dukungan Selebriti, dan E-Referral dalam Pembelian Produk Fashion Muslim di E-Commerce. (2025). JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 10(1), 198-217. https://doi.org/10.29407/nusamba.v10i1.22303
