Analysis of Consumer Satisfaction Through Purchase Decisions with Credibility and E-Wom
Main Article Content
Hilman Shayyid Maulana
Muh Abdul Aziz
M Khairul Amal
Research on consumer satisfaction through purchasing decisions with credibility and electronic word-of-mouth (e-WOM) on Shopee users in Sukabumi Regency has been widely conducted, but few have analyzed the relationship in depth between these variables. The purpose of this study is to analyze and explain the influence of credibility and e-WOM on purchasing decisions that have an impact on consumer satisfaction. The research method used is quantitative. The population in this study were active Shopee users in Sukabumi Regency, and the sample was taken using a non-probability method of 130 respondents. Data were collected through an online questionnaire (Google Form). The analysis technique used was Structural Equation Modeling (SEM). The results showed that there was a significant influence of credibility and e-WOM on purchasing decisions and consumer satisfaction, with a coefficient of determination of 70.3% for purchasing decisions and 41.1% for consumer satisfaction. The contribution of this study is to provide recommendations to e-commerce business actors to strengthen credibility and utilize e-WOM in an effort to increase consumer satisfaction, as well as assist researchers in developing further studies related to consumer behavior on e-commerce platforms.
Amri, A. (2020) “Pengaruh Kredibilitas Penjual Terhadap Keputusan Pembelian di Platform E-commerce,” Jurnal Ekonomi dan Bisnis, 15(2), hal. 125–137.
Aqsa, M. (2015) “Pengaruh Kredibilitas Perusahaan Dan Public Figure Dalam Periklanan Online Terhadap Sikap Konsumen,” BALANCE: Economic, Business, Management and …, XIV(1), hal. 57–71. Tersedia pada: http://103.114.35.30/index.php/balance/article/view/1301.
Baron, R.M. dan Kenny, D.A. (1986) “The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.,” Journal of Personality and Social Psychology, 51(6), hal. 1173–1182. Tersedia pada: https://doi.org/10.1037//0022-3514.51.6.1173.
Diana, R., Setiawan, H. dan Haris, A. (2022) “Analisis Faktor Kredibilitas Penjual terhadap Keputusan Pembelian di Marketplace Indonesia,” Jurnal Manajemen dan Bisnis, 8(1), hal. 33–45.
Engagement, R.C. (2012) “Translated by by Google International Congress on Interdisciplinary Business and Social Sciences 2012 Relationships Consumer Engagement , Credibility Sources of Information and Consumer Satisfaction at Decision to Purchase Drugs Without Prescription Angga.”
Ghozali, I. (2008) Structural equation modeling : metode alternatif dengan partial least square (PLS). Universitas Diponegoro. Semarang: Universitas Diponegoro.
Hair, J.F. et al. (2014) Multivariate Data Analysis. 7th ed. Pearson Education Limited.
Hatta, M. (2015) “Pengaruh Ulasan Online Terhadap Kepercayaan Konsumen dalam Membeli Produk di E-commerce,” Jurnal Teknologi Informasi, 9(1), hal. 22–29.
Ivan dan Wahyudi (2018) “Pengaruh E-WOM Terhadap Keputusan Pembelian di Marketplace Shopee,” Jurnal Pemasaran dan Perilaku Konsumen, 1(3), hal. 1–4.
Jamaludin, A., Arifin, Z. dan Hidayat, K. (2015) “Pengaruh Promosi Online Dan Persepsi Harga Terhadap Keputusan Pembelian (Survei Pada Pelanggan Aryka Shop Di Kota Malang),” Jurnal Administrasi Bisnis (JAB)|Vol, 21(1). Tersedia pada: www.antaranews.com.
Kautsar, A.P. et al. (2012) “Relationship of Consumer Involvement, Credibility of the Source of Information and Consumer Satisfaction on Purchase Decision of Non-Prescription Drugs,” Procedia - Social and Behavioral Sciences, 65(ICIBSoS), hal. 449–454. Tersedia pada: https://doi.org/10.1016/j.sbspro.2012.11.147.
Kotler, P. dan Keller, K.L. (2016) Marketing Management. 15th ed. Pearson.
Lestari, P. dan Saifuddin, M. (2020) “Implementasi Strategi Promosi Produk Dalam Proses Keputusan Pembelian Melalui Digital Marketing Saat Pandemi Covid’19,” Jurnal Manajemen dan Inovasi (MANOVA), 3(2), hal. 23–31. Tersedia pada: https://doi.org/10.15642/manova.v3i2.301.
Putra, G., Arifin, Z. dan Sunarti, S. (2017) “Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Dan Dampaknya Terhadap Kepuasan Konsumen (Survei Pada Mahasiswa Administrasi Bisnis Fakultas Ilmu Administrasi Angkatan 2013 Dan 2014 Universitas Brawijaya Yang Melakukan Pembelian Paket Data Kampus),” Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 48(1), hal. 124–131. Tersedia pada: http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/1878.
Shaw, S.J. dan Davis, K.R. (1973) Marketing Management. 15th ed, Journal of Marketing. 15th ed. Pearson. Tersedia pada: https://doi.org/10.2307/1250781.
Sugiyono (2015) Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Sultoni, A., Hidayatullah, S. dan Syahputra, R. (2022) “E-WOM sebagai Alat Pemasaran Digital di Era E-commerce,” Jurnal Ilmu Komunikasi, 17(1), hal. 77–88.
Umaya, F. dan Faturochman, - (2015) “Penyesalan Keputusan Konsumen Berdasarkan Faktor Rekomendasi dan Kredibilitas Informasi,” Jurnal Psikologi, 42(3), hal. 217. Tersedia pada: https://doi.org/10.22146/jpsi.9910.
Wahyudi, R., Santoso, B. dan Fadhli, M. (2022) “Peran E-WOM dalam Mempengaruhi Keputusan Pembelian di Marketplace Indonesia,” Jurnal Riset Pemasaran, 19(2), hal. 89–101.
Zulkarnain, I. dan Mukarramah, N. (2019) “Pengaruh Kredibilitas Penjual terhadap Keputusan Pembelian di E-commerce Shopee,” Jurnal Bisnis Online, 5(2), hal. 90–100.
