Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331. P-ISSN 2829-6559 VOLUME 01. NO. 02 December 2022 THE INFLUENCE OF SOCIAL MEDIA MARKETING. ELECTRONIC WORD OF MOUTH AND E-SERVICE QUALITY ON PURCHASE DECISIONS IN BUKALAPAK MARKETPLACE Ridma Meltareza1. Chela Redyanti2 Universitas Indonesia Membangun (INABA) Kota Bandung. Jawa Barat. Indonesia E-mail : ridma. meltareza@inaba. id1 redyantichela@gmail. ABSTRACT Bukalapak is one of the E-commerce companies in Indonesia. From the owner of a local shopping brand through its own group which was founded in 2010. Bukalapak's net income in the 2017-2021 period fluctuated and at the end of 2021, it decreased significantly. The purpose of this study was to determine the effect of Social Media Marketing. Electronic Word Of Mouth, and E-Service Quality on Purchase Decisions at the Bukalapak Marketplace in Bandung City. The research method used was quantitative methods with descriptive and verification approaches. The types of data used are primary and secondary data sources. The sampling technique used is purposive sampling with a sample size of 100 respondents. The descriptive results show that Purchase Decision. Social Media Marketing. Electronic Word Of Mouth, and E-Service Quality show the poor category. The results of the Coefficient of Determination Simultaneously the effect of Social Media Marketing. Electronic Word Of Mouth, and E-Service Quality on purchasing decisions is 74. 5%, the remaining 25. 5% is influenced by other factors and hypothesis testing shows that Social Media Marketing partially has a significant effect on Purchases with a Sig value of 0. 035 < 0. Electronic Word Of Mouth partially has no significant effect on purchasing decisions with a Sig value of 0. 064 > 0. 05, and E-Service Quality partially has a significant effect on purchasing decisions. Social Media Marketing. Electronic Word Of Mouth, and E-Service Quality simultaneously have a significant effect on Purchase Decisions with a Sig value of 0. 000 <0. Keywords: Social Media Marketing. Electronic Word Of Mouth. E-Service Quality, purchasing decisions INTRODUCTION makes it very easy for people to buy a According to Bps. id, the widespread use In terms of business actors, they of the internet is not only used by the can further expand their market reach. Indonesian people to find information and Dissemination of information about a product can be done more quickly and has Buying and selling transactions a very wide scope, so this has begun to shift that were originally carried out by meeting patterns and ways of consumption, and has directly between the seller and the buyer, even become part of people's lifestyles. are now starting to change. The process of With this phenomenon, many parties take buying and selling goods and services can advantage of this business opportunity to be done in the palm of a finger based on an make a profit by creating or providing electronic network. This is what is called E- online stores as part of e-commerce. One Commerce. The presence of E-Commerce type of e-commerce that is currently also for Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331. P-ISSN 2829-6559 VOLUME 01. NO. 02 December 2022 growing rapidly in Indonesia is the type of e-commerce market. In simple terms, a market can be defined as a place where sellers can create accounts and sell different types of goods. Facilities that support online buying and selling are also provided Source: about. free of charge by market participants. One Figure 1. 1 Bukalapak Marketplace net marketplaces is that sellers don't have to set Indonesia. From the owner of a local In figure 1. Bukalapak's net income in the 2017-2021 period has experienced Social media marketings are online activity and programs designed to engage customers or prospects and directly or indirectly increase awareness, improve the image or generate sales of products and shopping brand through its own group Problem formulation in research up more expensive websites or personal online shops. According to Bukalapak. Bukalapak is one of the E-commerce companies in which was founded in 2010. Bukalapak was . Pictures and graphic annotations are originally an online store that allowed presented in How do respondents Small and Medium Enterprises (SME. to respond to Purchase Decisions in venture into cyberspace. The company has the Bukalapak Marketplace? now expanded into various other business . What are the respondents' responses lines, including helping to increase sales of regarding Social Media Marketing traditional stalls through Mitra Bukalapak in the Bukalapak Marketplace? The following is a graph of the . How do respondents respond to amount of Bukalapak Marketplace Net Electronic Word of Mouth in the Revenue: Bukalapak Marketplace? . How do respondents respond to EService Quality in the Bukalapak Marketplace? . How does Social Media Marketing Influence Purchase Decisions in the Bukalapak Marketplace? Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331. P-ISSN 2829-6559 VOLUME 01. NO. 02 December 2022 . How does Electronic Word of When buying decisions, consumers Mouth Purchase in choosing when to buy can vary. Decisions Bukalapak for example, some buy every day, or Marketplace? . How once a week. E-Service Quality Number of purchases, consumers influence Purchase Decisions in the can make decisions about how Bukalapak Marketplace? much product to spend. How does Social Media Marketing. Payment methods. Consumers can Electronic Word Of Mouth and E- make decisions about payment Service Quality influence Purchase Decisions Bukalapak According to Gunelius . 5: . Social Marketplace Media Marketing is any form of direct or LITERATURE REVIEW indirect marketing that is used to build awareness, recognition, recall, and take According to Kotler & Armstrong . action on a brand, business, product, . , defining purchasing decisions is part person, or another thing that is packaged of consumer behavior. Consumer behavior using media. on the social web, such as is the study of how individuals, groups, and organizations choose, buy, use, and how goods, services, ideas, or experiences micro-blogging, content sharing. satisfy needs and wants. According to Gunelius . , the Kotler & Armstrong . 6: . , stated that dimensions and indicators of Social Media purchasing decisions have the following Marketing are as follows: dimensions and indicators: Content Product Choice, consumers can Presenting interesting content is the basis for make decisions to buy a product. doing social media marketing. Brand Choice, consumers must Content make decisions about brand names promotional content to potential to be purchased. customers widely. Choice of dealers, consumers must Connecting, building an extensive make a decision about which dealer to visit. Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331. P-ISSN 2829-6559 VOLUME 01. NO. 02 December 2022 consumers in their social media Quality. The quality of information includes various components such Community building social web, as relevance, and timeliness. Building a community . on Volume. Makes information more the internet with consumers who observable Volume indicates the have the same interest and interest popularity of a product or service. in products and services. According to Fandy Tjiptono . 4: . According to Elvira Ismagilova et al . E-Service Quality or Electronic Service . Electronic Word of Mouth is a Quality is the extent to which the site marketing communication for exchanging facilitates effective and efficient shopping positive and negative experiences of a in terms of purchasing, ordering and product or service that has been consumed through online media. According to Fandy Tjiptono . 4: . According to Elvira Ismagilova et al . described in his book the dimensions and . , dividing the Electronic Word of Mouth indicators are divided into seven namely: into the following five dimensions and Efficiency, complete, up-to-date, and easily Content, and information from social networking sites related to products and services. Reliability (Reliabilit. Recommendation Consistency, tendency of consumers to be Recommendation interested in the appearance of the refers to recommendations that website/web that is displayed. Fulfillment (Guarante. , about the same product or service completeness of the product based on what was promised. Rating. Overall rating given by Privacy, personal information, and finances. representation of how previous Responsiveness, provide a fast readers were. response in dealing with problems. Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331. P-ISSN 2829-6559 VOLUME 01. NO. 02 December 2022 Compensation. Refund money in with an error rate of 10%, so a sample of case of problems. 99 respondents can be taken which is Contact, and provide services that rounded up to 100 respondents. RESULT AND DISCUSSION This research was conducted by distributing METHOD questionnaires to 100 respondents with 22 The type of research used in this study is a questions for Purchase Decision 6 items, quantitative method with a descriptive and Social Media Marketing 4 items. Electronic verification approach. Word of Mouth 5 items, and E-Service Quality Population And Sampling Method Respondents' Responses to Purchase Decisions, it can be According to Sugiyono . 7: . , the concluded that the overall answers from the Purchase Decision variables are included in consisting of: objects/subjects that have the unfavorable category with a total score of 1,813. This shows that the Purchase determined by researchers to study and then Decision from customers is low on the draw conclusions. Population This study Bukalapak Marketplace. Respondents' used the target population of people aged Responses to Social Media Marketing, it 15-64 years in the city of Bandung, totaling can be concluded that the overall answers 1,264,325 people in the last year. From the from Social Media Marketing are included population, a sample is drawn, which is a in the unfavorable category with a total portion of the population to be studied and score of 1,179. This shows that Social considered representative to represent the Media Marketing from customers is low on To determine the sample size . umber of Respondents' Responses to Electronic respondent. the authors use the Slovin Word of Mouth, it can be concluded that all formula, namely: answers from Electronic Word of Mouth Bukalapak Marketplace. are included in the unfavourable category n=1. 325/1 1. = 9. with a total score of 1,468. This shows that Based on this formula, a population sample the Electronic Word of Mouth from of 1,264,325 respondents can be calculated customers is low in the Bukalapak Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331. P-ISSN 2829-6559 VOLUME 01. NO. 02 December 2022 Marketplace. Respondents' Responses Table 1. Multiple Regression Test Results to E-Service Quality, it can be concluded that all answers from E-Service Quality are included in the unfavorable category with a total score of 1,928. this shows that the EService Quality from customers is low on the Bukalapak Marketplace. Source: Primary Data Processed . Verification Analysis Based on Table 1. 3, the multiple linear At this stage, the classical assumption test regression equation can be obtained as will be carried out first, then multiple linear regression analysis, correlation coefficient Y=2. 332 x1 0. 202 x2 0. 430 x3 analysis, and finally the hypothesis test. From Classic assumption test equation above, it can be interpreted as In the classical assumption test, four tests were carried out including the normality The constant () is 2. 958, indicating that if Social Media Marketing . Electronic heteroscedasticity test, and linearity test. Word of Mouth . E-Service Quality And the results of the calculations from the . is 0 and there is no change, then the four tests in this study passed the classical Purchase Decision will be worth 2. assumption test. The value of the variable ycu1, namely Social Multiple Linear Analysis Media Social Media Marketing has increased once, it will multiple regression model on the variable Decision, coefficient of 0. 332, meaning that if Social The results of data processing for the Purchase Marketing, increase the Purchase Decision by 0. Media Marketing. Electronic Word of Mouth, and The value of the x2 variable, namely E-Service Quality. Electronic Word of Mouth, has a regression coefficient of 0. 202, meaning that if the Electronic Word Of Mouth has increased Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331. P-ISSN 2829-6559 VOLUME 01. NO. 02 December 2022 once, it will increase the Purchase Decision The correlation between Electronic Word Of Mouth and Purchase Decision has a value of 0. 767 with a significance value of The value of the variable x3, namely EService Quality, 000, which means there is a strong correlation between Electronic Word Of coefficient of 0. 430, meaning that if the E- Mouth and Purchase Decision. Based on the Service Quality increases once, it will results of this test, there is a positive increase the Purchase Decision by 0. relationship between Electronic Word of Correlation Coefficient Analysis Mouth and Purchasing Decisions, meaning Table 1. Partial Correlation Coefficient Test Results that if Electronic Word Of Mouth increases. Purchasing Decisions will increase. The correlation between E-Service Quality and Purchase Decision has a value of 0. with a significance value of 0. 000, which means that there is a very strong correlation between E-Service Quality and Purchase Decision. Based on the results of this test. Source: Primary Data Processed . Based on Table 1. 4, the output of the relationship between E-Service Quality and correlation calculation results shows that: Purchasing Decisions, meaning that if EThe correlation between Social Media Service Quality increases. Purchasing Marketing and Purchase Decisions has a Decisions will also increase and vice versa. value of 0. 776 with a significance value of Table 1. Simultaneous Correlation Coefficient Test Results 000, which means that there is a strong Social Media Marketing and Purchase Decisions. Based on the results of this test, there is a positive Marketing Social Purchasing Media Decisions, meaning that if Social Media Marketing Purchasing Decisions Source: Primary data processed . Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331. P-ISSN 2829-6559 VOLUME 01. NO. 02 December 2022 Based on table 1. 5 above, it is known that The discussion must be supported by the magnitude of the relationship between relevant literature studies. Social Media Marketing. Electronic Word Table 1. Simultaneous Determination Coefficient Value Of Mouth. E-Service Quality on Purchase Decisions as calculated by the correlation coefficient is 0. 863, this indicates a very strong influence. Analysis Coefficient Source: Primary data processed . Determination Based on table 1. 7 it is known that the R- Table 1. Partial Determination Coefficient Value Effect yee yeeya Social Media 0,776 0,601 60,1% Marketing Electronic 0,767 0,588 58,8% Word of Mouth E-Service 0,842 0,709 70,9% Quality Source: Primary Data Processed . Square is 0. 745 this shows the influence of Social Media Marketing. Electronic Word Of Mouth. EService Quality on Purchasing Decisions is 5%, the remaining 25. 5% is influenced by other factors not examined. Based on Table 1. 6 it can be explained that Hypothesis test Social Media Marketing has an influence of t test Table 1. Partial Hypothesis Testing Results . -tes. Purchase Decisions, 9% is influenced by other factors not examined. Electronic word of mouth has an influence 8% on purchasing decisions, the 2% is influenced by other Source: Primary data processed . factors not examined. Based on Table 1. 8, information is obtained E-Service Quality has an influence of that the results of partial hypothesis testing 9% on Purchasing Decisions, the for the variables in the study are: 1% is influenced by other Significant level () of 5%, and degrees of factors not examined. freedom df = 100-4-1 = 95 obtained t table Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331. P-ISSN 2829-6559 VOLUME 01. NO. 02 December 2022 value of 1. From the table above it encourage the result of other study that state shows that Social Media Marketing has a t the same (Sinurat & Ali, 2. count > t table . 133 > 1. and with a F test Sig value of 0. 035 <0. 05, then H0 is Table 1. Simultaneous Hypothesis Testing (Test F) rejected, and Ha is accepted which means that partially there is influence from Social Media Marketing on Purchase Decisions. The results of this study are the same as several studies which show that social media marketing influences purchasing Source: Primary data processed . decisions (Karamang, 2. Based on the calculation results in Table Significant level () of 5%, and degrees of 9, it can be seen that the Fcount freedom df = 100-4-1 = 95 obtained t table value of 1. From the table above it 410 with a p-value . shows that Electronic Word of Mouth has a With =0. 05 and degrees t count value < t table . ,877 < 1. and freedom v1 = 95 and v2 = 3, then the Ftable with a Sig value of 0. 064 > 0. 05, then H0 is value is 2,700. This means that Fcount is accepted, and Ha is rejected which means greater than Ftable . 410 > 2. and a that part there is no influence from significance level of 0. 000 <0. 05, then H0 Electronic Word of Mouth on Purchasing is rejected and Ha is accepted. Thus, the Decisions. research hypothesis which states that Social A significant level () of 5%, and degrees Media Marketing (X. Electronic Word Of of freedom df = 100-4-1 = 95 obtained Mouth (X. , and E-Service Quality (X. ttable value of 1. The table above it simultaneously have a significant influence shows that E-Service Quality has a t count on Purchase Decisions is statistically > t table . ,502 > 1. and with a Sig . value of 0. 000 <0. 05, then H0 is rejected. CONCLUSION and Ha is accepted which means that Based on the results of research and partially there is influence from E-Service discussion on "The Influence of Social Quality on Purchasing Decisions which Media Marketing. Electronic Word Of Mouth, and E-Service Quality on Purchase Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331. P-ISSN 2829-6559 VOLUME 01. NO. 02 December 2022 Decisions at Bukalapak Marketplace", the "Information on products and services provided by Bukalapak made me interested in shopping. Purchasing decisions in the Bukalapak E-Service Marketplace Marketplace is in the unfavorable category. The highest indicator is shown by The highest indicator is shown by the the statement "The Bukalapak Marketplace statement "Bukalapak can protect personal provides a complete, safe, easy and data information so that it makes me feel efficient choice of payment methods during safe" "I can easily contact customer service a purchase transaction", while the lowest when there are problems". indicator is shown by the statement "The Quality Bukalapak Social Media Marketing has a significant Bukalapak Marketplace always provides effect on Purchase Decisions at the the right product when I need it". Bukalapak Marketplace, this statement is Social Media Marketing on the Bukalapak evidenced by the results of hypothesis Marketplace is in the unfavorable category. testing showing the t count > t table, and The highest indicator is shown by the with a Sig value smaller than the category. statement "I can easily provide a review in The results of the regression test state that the comments column of the @bukalapak the contribution of Social Media Marketing Instagram account so that other users can to Purchasing Decisions has a contribution see it", while the lowest indicator is shown if Social Media Marketing has increased, by the statement "I can easily find people meaning that if Social Media Marketing has with the same interests in the Bukalapak increased once, it will increase Purchasing community via Instagram" . Decisions. The results of the Determination Electronic Word Mouth Bukalapak Marketplace Coefficient Test of Social Media Marketing have an influence of 60. 1% on Purchase Decisions, unfavorable category. The highest indicator 9% are influenced by other factors not examined. is shown by the statement "I saw the Electronic Word Of Mouth has no Bukalapak ratings on Playstore before significant effect on Purchase Decisions at shopping at Bukalapak, while the lowest Bukalapak Marketplace, this statement is indicator is shown by the statement proven by the results of hypothesis testing Journal of Business and Management Inaba (JBMI) E-ISSN 2829-5331. P-ISSN 2829-6559 VOLUME 01. NO. 02 December 2022 showing t count t table and the Sig value, which is Quality have a strong relationship with smaller than the category. The results of the Purchase Decisions. correlation test between E-Service Quality BIBLIOGRAPHY