Main Article Content
Abstract
Dalam era digital, User Generated Content (UGC) dan Electronic Word of Mouth (e-WOM) memainkan peran penting dalam memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh user generated content terhadap keputusan pembelian dengan e-word of mouth sebagai variable mediasi. Penelitian ini menggunakan metode kuantitatif dengan tipe explanatory reserch, dengan sampel 98 responden yang diperoleh oleh survei. Analisis data menggunakan Smart PLS 4. Hasil penelitian menunjukan bahwa user generated content berpengaruh positif dan signifikan terhadap keputusan pembelian, user generated content berpengaruh positif dan signifikan terhadap e-word of mouth. Namun e-word of mouth tidak berpengaruh secara signifikan terhadap keputusan pembelian. Begitu juga dengan e-word of mouth yang tidak memediasi hubungan antara user generated content terhadap keputusan pembelian. Penelitian ini disarankan dapat dikembangkan dengan menambah variabel lain brand equity atau kepercayan yang mungkin memengaruhi keputusan pembelian, selain itu bisa memperluas sampel diberbagai daerah yang dapat memberikan hasil yang lebih baik.
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References
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References
Femei Purnamasari, Weny Rosilawati, And Dania Hellin Amrina, “Promotion Analysis Through Media Social To Improvement Of Small Business And Medium,” Finance, Accounting And Business Analysis 4, No. 1 (2022): 44.
Ngurah Satria Wijaya I Gusti Et Al., “Pengaruh Electronic Word Of Mouth (E-Wom), Persepsi Risiko, Kepercayaan Pelanggan, Dan Keputusan Pembelian E-Commerce Tokopedia,” E-Jurnal Manajemen 11, No. 1 (2022): 107–15.
Muchamad Jordan Fatchuzzaman, “Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Di Tokopedia (Survey Mahasiswa Universitas Islam Negeri Sunan Kalijaga),” 2019, Https://Digilib.Uin-Suka.Ac.Id/Id/Eprint/40248/.
Asmamaw Alemayehu Shelemo, Nucl. Phys., Vol. 13, 2023.
D A Taufik Et Al., “The Influence Of Firm Generated Content On Purchasing Decisions With Product Quality As A Moderating Variable,” Innovative: Journal Of … 4 (2024): 13536–51,
Asep Nuryadin Mita Amaliyatul Hayat, Adam Hermawan, “Pengaruh Social Media Marketing Dan User Generated Content (Ugc) Terhadap Purchase Decision Produk Luxcrime Pada Generasi Z Di Tiktok,” Journal Of Information Systems Management And Digital 2, No. 1 (2024): 40–49.
Faizatul Wafiyah And Any Urwatul Wusko, “Pengaruh User Generated Content Dan E-Wom Terhadap Purchase Intention Dan Purchase Decision Pada Pembeli Produk Nyrtea Di Instagram,” Jurnal Ekonomi, Bisnis Dan Manajemen 2, No. 3 (2023): 190–200, Https://Doi.Org/10.58192/Ebismen.V2i3.1278.
I Gusti Et Al., “Pengaruh Electronic Word Of Mouth (E-Wom), Persepsi Risiko, Kepercayaan Pelanggan, Dan Keputusan Pembelian E-Commerce Tokopedia.”
Icek Ajzen, “The Theory Of Planned Behavior,” Organizational Behavior And Human Decision Processes 50, No. 2 (1991): 179–211, Https://Doi.Org/10.1016/0749-5978(91)90020-T.
Antonius Widi Hardianto, “Analisis Stimulus-Organism-Response Model Pada ‘Dove Campaign For Real Beauty’ 2004-2017,” Jurnal Transaksi 11, No. 1 (2019): 65–79.
Rut Ria Widiawati And Rifelly Dewi Astuti, “Anteseden Yang Mempengaruhi Niat Pembelian Pada Jasa Pengiriman Makanan Online (Integrasi Tbp, Tpr, Dan Elm),” Journal Of Economic, Bussines And Accounting (Costing) 7, No. 2 (2024): 3789–99, Https://Doi.Org/10.31539/Costing.V7i3.8495.
Andi Afiyah, “Analisis Perilaku Electronic Word Of Mouth Konsumen Mabello Indonesia Di Era Digital : Pendekatan Uses And Gratification” 5, No. 2 (2024): 154–65.
Silvia Wijaya Rahmat ”(2021) Engaruh User Generated Content Terhadap Keputusan Pembelian Di Warung Ketan Susu, Kota Tasikmalaya”
Dinda Eka Agustina And Wisnu Mahendri, “Pengaruh User Generated Content Dan Electronic Word Of Mouth Terhadap Brand Trust Produk Kosmetik Hanasui Pada Aplikasi Tiktok,” Jurnal Bisnis Mahasiswa 3, No. 4 (2023): 372–80, Https://Doi.Org/10.60036/Jbm.V3i4.Art7.
Ariyani Dewi Safitri And Ugy Soebiantoro, “Pengaruh Content Marketing Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Makanan Dan Minuman Pengikut Akun Instagram @Surabaya_Foodies Di Kota Surabaya,” Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 6, No. 8 (2024): 6259–71, Https://Doi.Org/10.47467/Alkharaj.V6i8.2748.
Indah Sari, Tri Rinawati, And Citra Rizkiana, “Pengaruh Electronic Word Of Mouth (E-Wom) Dan Online Consumer Review (Ocr) Terhadap Keputusan Pembelian Melalui Shopee,” Solusi 20, No. 2 (2022): 160, Https://Doi.Org/10.26623/Slsi.V20i2.5147.
Mita Amaliyatul Hayat, Adam Hermawan Dan Asep Nuryadin “Pengaruh Social Media Marketing D Journal Of Information Systems Management And Digitalan User Generated Content (Ugc) Terhadap Purchase Decision Produk Luxcrime Pada Generasi Z Di Tiktok” Journal Of Information Systems Management And Digital” 2, No. 1 (2024): 40–49.
Teguh Imam Prijatna And Widyastuti Cahyaningrum, “The Effect Of Organizational Culture On The Employee (Study On Public Company Of The Indonesian Tarakan,” Jurnal Ekonomika 10, No. 1 (2019): 71–92,
Angga Regindratama, “Pengaruh Variasi Produk Dan Display Layout Terhadap Keputusan Pembelian Melalui Word Of Mouth Sebagai Variabel Mediasi Di Toko Src Jumasri Talang Kawo Merangin Jambi,” Oikos : Jurnal Ekonomi Dan Pendidikan Ekonomi 7, No. 1 (2023): 710–28, Https://Doi.Org/10.23969/Oikos.V7i1.6033.
siregar nurhalizah feby tafana aura, andika bayu, mahyu olivia rizkka fahira, “Etika Bisnis Islam,” Etika Bisnis Islam 1, no. 4 (2024): 63–70.