Reslaj: Religion Education Social Laa Roiba Journal Volume 6 Nomor 3 .
2398 - 2406 P-ISSN 2656-274x E-ISSN 2656-4691 DOI: 10.
47476/reslaj.
The Influence of Electronic Word of Mouth on Purchasing Decisions with Customer Reviews as a Moderating Variable Anshar Daud1.
Nabila Cecilia Marasabessy2.
Eva Yuniarti Utami3 Fatolosa Hulu4.
Eduar Baene5 Institut Teknologi dan Bisnis Nobel Indonesia1.
Politeknik Perikanan Negeri Tual.
Indonesia2.
Universitas Sebelas Maret .
Indonesia3 .
Universitas Nias.
Indonesia4 .
Universitas Nias.
Indonesia5 anshar@stienobel-indonesia.
ABSTRACT
Researchers believe that word of mouth communication carried out online can influence employee purchasing decisions because it can attract the enthusiasm of other consumers and has broad, even infinite boundaries.
Apart from that, researchers also believe that this influence will be more significant if it is accompanied by good customer reviews.
Therefore, the research aims to analyze the influence of the Electronic-Word of Mouth variable on Purchasing Decisions with Customer Reviews as a moderating variable.
This research is quantitative research with an explanatory approach.
The data used in this research was distributed using an online questionnaire method to 100 sellers on TikTok and 200 consumers on TikTok with the minimum criteria of having shopped once.
The questionnaire contains 14 question items containing statements of agree, strongly agree, normal, disagree, and strongly disagree on a number of questionnaires asked.
This data can also be called primary data.
The collected data was analyzed using the smart PLS 4.
0 analysis tool.
The result in this this research show word of mouth communication using the internet has its own advantages in increasing consumer purchasing decisions due to its wide reach, as informative material for consumers who are not familiar with the product, and increasing consumer enthusiasm.
line with this, the results of the first researcher's hypothesis and beliefs show that the Electronic Word of Mouth variable has a positive relationship and has a significant influence on purchasing decisions because the P-Values value is positive and is below the significance level of 0.
05, namely 0.
The second belief and also the second hypothesis in this research shows that good reviews from consumers can increase the influence of Word of Mouth Communication via the internet on Consumer Purchasing Decisions due to Word of Mouth Communication with quality product information, a comfortable place, and good service.
Consumer Reviews can make that influence even more significant.
This can be proven from the results of the second hypothesis which shows the direction of the relationship is positive and the influence is more significant, namely 0.
000 below 0.
05, which is more significant than direct testing, namely 0.
Thus, the first and second hypotheses in this research can be proven and accepted.
Keywords: Electronic Word Of Mout.
Purchasing Decisions.
Customer Reviews 2398 | Volume 6 Nomor 3 2024 Reslaj: Religion Education Social Laa Roiba Journal Volume 6 Nomor 3 .
2398 - 2406 P-ISSN 2656-274x E-ISSN 2656-4691 DOI: 10.
47476/reslaj.
INTRODUCTION
According to (Tjiptono, 2.
, purchasing decisions are the pre-purchase stage which includes all consumer activities that occur before the purchase transaction and product use.
(P.
Kotler, 2.
explain that purchasing decisions are a problem solving process which consists of analyzing or recognizing needs and desires, searching for information, assessing selection sources for purchasing alternatives, purchasing decisions and behavior after purchase.
In the decision to purchase consumer goods, several parties often involve several parties in the purchasing or exchange process.
(P.
Kotler, 2.
explains that there are five types of roles in consumer behavior, these five roles include: .
taking the initiative .
, .
people who influence .
, .
decision makers .
, .
buyers ( buye.
, .
(Hollensen, 2.
believes that decisions taken by consumers begin with identifying problems followed by searching for product After the information is obtained, then an evaluation is carried out of various options.
available alternatives.
Only then can a decision be made and the purchase can be made.
After the purchase is made, an evaluation can be carried out regarding the product that has been purchased as a reference for other consumers in the future.
(Philip, 2.
argue that the form of consumer behavior that has the desire to make a purchase or choose a product, based on experience in choosing, the use of consumption desires and wanting a product is a form of Purchase Decision.
So it can be concluded that the meaning of a purchasing decision is a form of consumer behavior that seeks product information and examines it, which then creates a desire to buy a product.
There are several factors that can influence purchasing decisions, including word of mouth communication via the internet/Electric Word of Mouth.
Mouth Communication, which is usually called communication through word of mouth, is a way of communicating in the form of sharing recommendations or suggestions either individually or as a group of people regarding a product in the form of goods or services with the aim of providing individual information.
It was also explained that the electronic form of Word of Mouth or called e-WoM according to Kotler and Keller (Keller, 2.
is a form of communication, both positive and negative, made by capable consumers, honest consumers and former users of products or services related to an item or services sold by companies via the internet.
So it can be concluded that ewom is a form of communication in the form of both positive and negative statements about a product that is distributed from one consumer to another on the internet.
E-WoM has eight dimensions as described by (Taharu, 2.
in their research, namely.
Social Benefit.
Helping the Company.
Venting Negative Feelings, platform assistance.
Concern for Other consumers.
Extraversion/Positive Self-Enhancement.
Advice Seeking .
Economics Incentives.
(Taharu, 2.
explains EWOM as positive or negative reviews from consumers about a product via the internet.
Another definition of EWOM according to CONG(Cong, 2.
is the exchange of information from consumer experiences related to products, services or brands to other consumers via the internet network.
2399 | Volume 6 Nomor 3 2024 Reslaj: Religion Education Social Laa Roiba Journal Volume 6 Nomor 3 .
2398 - 2406 P-ISSN 2656-274x E-ISSN 2656-4691 DOI: 10.
47476/reslaj.
(Goldsmith, 2.
say that in the online world, there are various ways for consumers to exchange information.
Internet users can implement EWOM through various online media, including e-commerce and social media.
Electronic word of mouth .
-WOM) has a definition as a communication medium for sharing information about a product or service that has been consumed between consumers who do not know each other and have met before.
(Alrwashdeh, 2.
e-WOM is the activity of disseminating information informally by word of mouth via the internet or web online.
When information is exchanged via electronic word of mouth .
-WOM), consumers will evaluate the product.
The main characteristic of e-WOM is that the information sources are independent.
Reviews and ratings are part of electronic word of mouth .
-WOM), which is a direct opinion and assessment from a person or consumer.
There are a number of studies that show (Paramitha, 2.
(Elsa Rizki Yulindasari, 2.
(Sari et al.
, 2.
(Adeliasari et al.
, 2.
& (Salsabila & Harti.
In contrast to a number of previous studies, this research adds the Customer Review variable as a moderating variable which researchers believe can strengthen the influence of the Electric-Word of Mouth variable on purchasing decisions.
This research was conducted on Salespeople and Sellers of TikTok Shop after it reopened.
RESEARCH METHODS
Researchers believe that word of mouth communication carried out online can influence employee purchasing decisions because it can attract the enthusiasm of other consumers and has broad, even infinite boundaries(Jonathan Sarwono, 2.
Apart from that, researchers also believe that this influence will be more significant if it is accompanied by good customer reviews.
Therefore, the research aims to analyze the influence of the Electronic-Word of Mouth variable on Purchasing Decisions with Customer Reviews as a moderating variable (Abdurahman, 2.
This research is quantitative research with an explanatory approach.
The data used in this research was distributed using an online questionnaire method to 100 sellers on TikTok and 200 consumers on TikTok with the minimum criteria of having shopped once (Hair.
The questionnaire contains 14 question items containing statements of agree, strongly agree, normal, disagree, and strongly disagree on a number of questionnaires This data can also be called primary data.
The collected data was analyzed using the smart PLS 4.
0 analysis tool with the following research model (Abdurahman, 2.
E-WOM
2400 | Volume 6 Nomor 3 2024 Reslaj: Religion Education Social Laa Roiba Journal Volume 6 Nomor 3 .
2398 - 2406 P-ISSN 2656-274x E-ISSN 2656-4691 DOI: 10.
47476/reslaj.
Figure 1.
Model Noted:
E-WOM: Electronic-Word of Mouth PD: Purchase Decision CR: Costumer Review Hypothesis:
H1: The Influence of Electronic- Word of Mouth on Purchase Decision H2: Costumer Review Can Moderates The Influence of Electronic- Word of Mouth on Purchase Decision RESULT AND DISCUSSION Validity Test The explanation regarding the research method and research model above indicates that the researcher has a hypothesis and believes that the Electronic-Word of Mouth variable has a positive relationship and has a significant influence on purchasing decisions with Costume Review.
To achieve and prove this, the first stage that must be passed is validating 14 question items with the following results (Sarstedt et al.
, 2.
Table 1.
Validity Test Variable Item Qestion Electronic word of mouth communication can improve Purchasing Decisions Electronic word of mouth communication can increase employee Electronic word of mouth can enable employees who 2401 | Volume 6 Nomor 3 2024 Loading Factor Reslaj: Religion Education Social Laa Roiba Journal Volume 6 Nomor 3 .
2398 - 2406 P-ISSN 2656-274x E-ISSN 2656-4691 DOI: 10.
47476/reslaj.
Electronic-Word of Mouth (X.
Purchase Decision (Y) Costumer Review
(Z)
have never purchased before to Electronic word of mouth communication can make network reach wider Word of mouth communication can increase the number of Word of mouth communication can improve the quality of information about Purchasing decisions can be influenced by Electronic-Word of Mouth Purchasing decisions can be influenced by good customer reviews Purchasing decisions can be influenced by brand quality which comes from electronic word of mouth Purchasing decisions can be influenced by product Customer Reviews can influence Purchasing Decisions Customer Reviews can influence Electronic-Word of Mouth Customer Reviews can increase consumer Customer Review can increase the number of Valid : > 0.
2402 | Volume 6 Nomor 3 2024 Reslaj: Religion Education Social Laa Roiba Journal Volume 6 Nomor 3 .
2398 - 2406 P-ISSN 2656-274x E-ISSN 2656-4691 DOI: 10.
47476/reslaj.
Reliability Test 100 sellers and 200 consumers who have made sales and purchases at least once on TikTok have answered the questions asked by researchers.
After being validated with PLS 4.
0, the loading factor results show that everything is valid and can be continued at the reliability test stage to determine the Composite Reliability and Cronbach Alfaf values with the following results (Ghozali, 2.
Table 2.
Reliability Test Variable Electronic-Word of Mouth Purchase Decision Costumer Review Reliable > 0.
Composite Reliability Cronbach Alfa Noted Reliable Reliable Reliable Path Coefficient The 14 question items used in this research consisted of 6 question items for the Electronic-Word of Mouth variable, 4 question items for the Purchase Decision variable, and 4 question items for the Customer Review variable, all of which were declared valid.
Next, the researcher proposed a reliability test for the Electronic-Word of Mouth.
Purchase Decision, and Customer Review variables, the Composite Reliability and Cronbach Alpha reliable values were above 0.
The final stage is to find out the path coefficient value with the following results (Gujarati, 2.
Table 3.
Path Coefficient Direct Influence Indirect Influence Significant Level > 0.
Variable E-WOM->PD CR* E-WOM->PD P-Values Noted Accepted Accepted The researcher's statement above shows that word of mouth communication using the internet has its own advantages in increasing consumer purchasing decisions due to its wide reach, as informative material for consumers who are not familiar with the product, and increasing consumer enthusiasm.
In line with this, the results of the first researcher's hypothesis and beliefs show that the Electronic Word of Mouth variable has a positive relationship and has a significant influence on purchasing decisions because the P-Values value is positive and is below the significance level of 0.
05, namely 0.
These results are also in line with research (Paramitha, 2.
(Elsa Rizki Yulindasari, 2.
(Sari et al.
, 2.
(Adeliasari et , 2.
& (Salsabila & Harti, 2.
The second belief and also the second hypothesis in this research shows that good reviews from consumers can increase the influence of Word of Mouth 2403 | Volume 6 Nomor 3 2024 Reslaj: Religion Education Social Laa Roiba Journal Volume 6 Nomor 3 .
2398 - 2406 P-ISSN 2656-274x E-ISSN 2656-4691 DOI: 10.
47476/reslaj.
Communication via the internet on Consumer Purchasing Decisions due to Word of Mouth Communication with quality product information, a comfortable place, and good service.
from Consumer Reviews can make that influence even more significant.
This can be proven from the results of the second hypothesis which shows the direction of the relationship is positive and the influence is more significant, namely 000 below 0.
05, which is more significant than direct testing, namely 0.
Thus, the first and second hypotheses in this research can be proven and accepted.
CONCLUSION
The researcher's statement above shows that word of mouth communication using the internet has its own advantages in increasing consumer purchasing decisions due to its wide reach, as informative material for consumers who are not familiar with the product, and increasing consumer enthusiasm.
In line with this, the results of the first researcher's hypothesis and beliefs show that the Electronic Word of Mouth variable has a positive relationship and has a significant influence on purchasing decisions because the P-Values value is positive and is below the significance level of 0.
05, namely 0.
These results are also in line with research (Paramitha, 2.
(Elsa Rizki Yulindasari, 2.
(Sari et al.
, 2.
(Adeliasari et , 2.
& (Salsabila & Harti, 2.
The second belief and also the second hypothesis in this research shows that good reviews from consumers can increase the influence of Word of Mouth Communication via the internet on Consumer Purchasing Decisions due to Word of Mouth Communication with quality product information, a comfortable place, and good service.
from Consumer Reviews can make that influence even more significant.
This can be proven from the results of the second hypothesis which shows the direction of the relationship is positive and the influence is more significant, namely 000 below 0.
05, which is more significant than direct testing, namely 0.
Thus, the first and second hypotheses in this research can be proven and accepted.
REFERENCES