Pengaruh Word-of-Mouth (WOM) dan Electronic Word-of-Mouth (eWOM) terhadap Keputusan Pembelian pada Salon Alesha Surakarta
DOI:
https://doi.org/10.65255/jibma.v3i4.266Keywords:
Word-of-Mouth, Electronic Word-of-Mouth, Keputusan Pembelian, Salon, Perilaku KonsumenAbstract
This study aims to analyze the influence of Word-of-Mouth (WOM) and Electronic Word-of-Mouth (eWOM) on purchasing decisions at Salon Alesha Surakarta. This research used a quantitative approach with a total of 100 female respondents who had visited the salon from January to May. The measurement instruments consist of Likert-scale questionnaires covering WOM, eWOM, and purchasing decisions. The data were analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression. The results show that: (1) WOM has a significant positive effect on purchasing decisions, (2) eWOM has a significant positive effect on purchasing decisions, and (3) WOM and eWOM simultaneously influence consumer purchasing decisions. The findings emphasize the importance of managing consumer recommendations and online reviews to strengthen purchasing decisions and customer trust. This research contributes to marketing strategies for micro-scale service businesses, especially beauty salons that depend heavily on interpersonal communication and online reputation.
References
Albab, A. U. (2023). Electronic word-of-mouth analysis and its impact on purchase decisions. European Journal of Business and Management Research, 8(4), 45–58. https://doi.org/10.24018/ejbmr.2023.8.4.1745
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291–295. https://doi.org/10.1177/002224376700400308
Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Ferdinand, A. (2006). Metode penelitian manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Finanda, A., & Wiwaha, W. (2017). Pengaruh word of mouth terhadap keputusan penggunaan jasa salon kecantikan di Yogyakarta. Jurnal Manajemen Bisnis, 9(2), 33–41. https://doi.org/10.21009/jmb.092.04
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, 27(1), 5–23. https://doi.org/10.1002/cjas.129
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75. https://doi.org/10.1177/109467050141006
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). New York: Pearson Education.
Nielsen. (2023). Online consumer trust and digital behavior in Indonesia. Jakarta: Nielsen Report.
Putri, A. S., & Santoso, H. (2022). Kualitas ulasan Google Review terhadap keputusan pembelian jasa kecantikan. Jurnal Manajemen Pemasaran, 16(2), 102–113. https://doi.org/10.9744/jmp.16.2.102-113
Rahmawati, L. (2020). Pengaruh word of mouth terhadap keputusan pembelian jasa klinik kecantikan di Surabaya. Jurnal Ekonomi dan Bisnis, 10(1), 55–64. https://doi.org/10.21009/jeb.101.07
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). New Jersey: Pearson Prentice Hall.
Setyowati, D. (2022). Pengaruh electronic word of mouth terhadap keputusan pembelian produk kosmetik lokal. Jurnal Pemasaran Indonesia, 11(1), 45–56. https://doi.org/10.21009/jpi.111.05
Setyowati, H., & Liliyan, A. (2022). Pengaruh E-WOM, fasilitas, daya tarik wisata, dan harga terhadap minat berkunjung Taman Satwa Taru Jurug. Jurnal Manajemen Perhotelan dan Pariwisata, 5(1), 24–31. https://doi.org/10.23887/jmpp.v5i1.44773
Suryani, N., & Pratiwi, R. (2021). Pengaruh eWOM terhadap keputusan pembelian produk kosmetik Maybelline di Surabaya. Jurnal Bisnis dan Manajemen, 7(3), 211–223. https://doi.org/10.24843/jbm.2021.v07.i03.p04
Wahyuni, R. (2019). Pengaruh word of mouth terhadap keputusan pembelian konsumen salon kecantikan di Malang. Jurnal Ilmu Ekonomi dan Bisnis, 8(2), 77–85. https://doi.org/10.21009/jieb.082.06
Zahid, F., & Ruswanti, E. (2024). Electronic word of mouth, brand image, purchase intention and customer purchase decisions: Evidence from Skinceuticals users. Jurnal Ilmu Manajemen, 12(1), 23–38. https://doi.org/10.34306/jim.v12i1.4582
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). New York: McGraw-Hill.
