The Effect of Electronic Word of Mouth and Perceived value on Purchase Intention
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Aug 28, 2022
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Abstract
Indonesia is one of the nations focused on the car market by huge organizations since Indonesia has a high measure of versatility, in 2013 the Ministry of Industry (KEMENPRlN) gave a strategy concerning the minimal expense and harmless to the ecosystem vehicles or regularly known as Low-Cost Green Car. In 2018, 2019 to 2020 Low-Cost Green Car encountered a decline in deals contrasted with the earlier year. This investigation means to clarify the impact of Electronic Word Of Mouth and Perceived Value on Purchase Intention directed by Brand Image with regard to Low-Cost Green Cars in Indonesia. In this study using a quantitative approach and this examination was led in JABODETABEK, utilizing an online poll using google structure appropriated by 150 respondents. Assurance of the example utilizing purposive inspecting. Investigation utilizing way examination or way examination helped by the SmartPLS application. The results of this study indicate that (1) There is an influence between Electronic Word Of Mouth and Purchase Intention on Low-Cost Green Cars in Indonesia. (2) There is an influence between Electronic Word Of Mouth and Brand Image on Low-Cost Green Cars in Indonesia. (3) There is an influence between Purchase Intention and Electronic Word Of Mouth moderated by Brand Image on Low-Cost Green Cars in Indonesia. (4) There is an influence between Perceived Value and Purchase Intention on Low-Cost Green Cars in Indonesia.
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How to Cite
Nadia Putri Andrian. (2022). The Effect of Electronic Word of Mouth and Perceived value on Purchase Intention. Enrichment : Journal of Management, 12(3), 2312-2321. https://doi.org/10.35335/enrichment.v12i3.654
References
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Al Halbusi, H., & Tehseen, S. (2018). The Effect of Electronic Word-Of-Mouth (EWOM) On Brand Image and Purchase Intention: A Conceptual Paper. SocioEconomic Challenges, 2(3):83–94. https://doi: 10.21272/sec.3(2).83-94.2018.
Atika., Kusumawati, A., Iqbal, M. (2012). The Effect of Electornic Word of Mouth, Message Source Credibility, Information Quality on Brand Image and Purchase Intention. Ekuitas: Jurnal Ekonomi Dan Keuangan, (80):94–108.
Ayuma, S., & Dwita, V. (2019). Effect of Country of Origin, Celebrity Endorser and EWOM on Purchase Intention. Advances in Economics, Business and Management Research, volume 64 :411–15. https://doi: 10.2991/piceeba2-18.2019.17.
Boardman, R., & Blazquez, M., Henninger, C.E. (2019). Social Commerce Consumer Behaviour in Online Environments. Switzerland: Springer. https://DOI:10.1007/978-3-030-03617-1
Eti I. A., Horaira M. A., & Bari M. M. (2021). Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19. International Journal of Research in Business and Social Science, (2147-4478), 10(1), 28-37.
Fan, Y. W., & Miao, Y. F. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management, 10(3), 175.
Ferdinand, A. (2012). Metode Penelitian Manajemen. Semarang: Universitas Diponegoro.
Farzin, M., & Fattahi, M. (2018). EWOM through Social Networking Sites and Impact on Purchase Intention and Brand Image in Iran. Journal of Advances in Management Research, 15(2):161–83. https://doi: 10.1108/JAMR-05-2017-0062.
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Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23. 8th ed. Semarang: Badan Penerbit Universitas Diponegoro.
Haba, Fassou, H., Hassan, Z., & Dastane, O. (2017). Factors Leading to Consumer Perceived Value of Smartphones and Its Impact on Purchase Intention. Global Business and Management Research - An International Journal, 9(1), 42.
Handi, H., Hendratono, T., Purwanto, E., & Ihalauw, J. J. O. I. (2018). The effect of E-WOM and perceived value on the purchase decision of foods by using the go-food application as mediated by trust. Quality Innovation Prosperity, 22(2), 112–127. https://doi.org/10.12776/qip.v22i2.1062
Herman, H.F., Hassan, Z., Dastane, O. (2017). Factors Leading to Consumer Perceived Value of Smartphones and Its Impact on Purchase Intention. Global Business and Management Research - An International Journal, 9(1):42.
Hendryadi., & Suryani. (2015). Metode Riset Kuantitatif Teori Dan Aplikasipada Penelitian Bidang Manajemen Dan Ekonomi Islam. Jakarta: Prenada Media
Hennig-Thurau, T., Gwinner, K.P., Walsh, G., & Gremler, 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: 10.1002/dir.10073.
Hidayanto, A. N., Ovirza, M., Anggia, P., Budi, N. F. A., & Phusavat, K. (2017). The roles of electronic word of mouth and information searching in the promotion of a new e-commerce strategy: A case of online group buying in Indonesia. Journal of theoretical and applied electronic commerce research, 12(3), 69-85.
Izqia, C. D., & Hudrasyah, H. (2015). The Effect of Electronic Word-Of-Mouth on Customer Purchase Intention (Case Study: Bandung Culinary Instagram Account). International Journal of Humanities and Management Sciences, 155–60.
Keller, K.L., & Brexendorf, T.O. (2019). Measuring Brand Equity. Handbuch Markenführung.
Kementrian Perindustrian. (2013). Low-Cost Green Car Indonesia. Kementerian Perindustrian. Retrieved from: https://kemenperin.go.id/artikel/6437/profil/71/ghs
Kotler, P., & Keller, K.L. (2016). A Framework For Marketing Management. New Jersey: Pearson Prectice Hall
Krishnamurthy, A., & Kumar, S.R. (2018). Electronic Word-of-Mouth and the Brand Image: Exploring the Moderating Role of Involvement through a Consumer Expectations Lens. Journal of Retailing and Consumer Services, 43:149–56. https:doi: 10.1016/j.jretconser.2018.03.010.
Nasiruddin, K. B., & Hashim, H. B. (2015). Electronic word of mouth: Exploring consumer reactions and purchase intention. Journal of Global Business and Social Entrepreneurship, 1(1), 85-93
Nee, I. (2016). Managing Negative Word-of-Mouth on Social Media Platforms. Berlin: Springer Gabler Wiesbaden. https://doi.org/10.1007/978-3-658-13998-8
Nuseir, M.T. (2019). The Impact of Electronic Word of Mouth (e-WOM) on the Online Purchase Intention of Consumers in the Islamic Countries – a Case of (UAE). Journal of Islamic Marketing, 10(3):759–67. https://doi: 10.1108/JIMA-03-2018-0059.
Pandey, A., Sahu, R., Dash, M. (2018). Social Media Marketing Impact on the Purchase Intention of Millennials. International Journal of Business Information Systems, 28(2):147. https://doi: 10.1504/ijbis.2018.10012924.
Payne, A. & Holt, S. (2001). Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing. British Journal of Management, 12(2):159–82. https://doi: 10.1111/1467-8551.00192.
Pelupessy, S.J., Wardana, M., & Suprapti, N.W.S. (2017). Peran Brand Image Dalam Memediasi Pengaruh Wom Terhadap Switching Intention Ke Produk Smartphone Merek Samsung Di Denpasar. Jurnal Ekonomi Dan Bisnis Universitas Udayana, 6(5):1939–66.
Peraturan Pemerintah Republik Indonesia,Tentang Pajak Pertambahan Nilai, Barang Dan, D. A. N. Pajak, Penjualan Atas, Barang Mewah, Telah Beberapa, Kali Diubah, Terakhir Dengan, Tentang Pajak, Pertambahan Nilai, Barang Dan, D. A. N. Pajak, Penjualan Atas, Barang Mewah, Dengan Rahmat, Tuhan Yang, Maha Esa, and Presiden Republik Indonesia. 2012. LEMBARAN NEGARA PERPAJAKAN.
Perkasa, D. H., Suhendar, I. A., Randyantini, V., & Andrini, E. (2020). The effect of electronic word of mouth (ewom), product quality and price on purchase decisions. Dinasti International Journal of Education Management And Social Science, 1(5), 695-706.
Rahman, M.A., Khan, S.A., Latiff, A.S.A., Mahmood, R. (2018). Impact of Electronic Word of Mouth (e-WOM) on Brand Image and Online Purchase Intention: The Perspective of Bangladesh. Conference: 3rd International Conference on Dynamic Innovation (ICDI 2018) Langkawi Island, Malaysia:1–33. https://doi: 10.1109/iisa.2017.8316352.
Rangkuti, F. (2012). Studi Kelayakan Bisnis & Investasi. Jakarta: Gramedia Pustaka Utama.
Salehzadeh, R., & Pool, J.K. (2017). Brand Attitude and Perceived Value and Purchase Intention toward Global Luxury Brands. Journal of International Consumer Marketing, 29(2):74–82. https://doi: 10.1080/08961530.2016.1236311.
Schiffman, L.G., Kanuk, L.L., Hansen., & Harvard. (2012). Consumer Behaviour: A European Outlook. New Jersey: Pearson Education
Sihaloho., & Ifka, D.A. (2012). Universitas Indonesia Pengaruh Customer Perceived Value Terhadap Word Of Mouth Pelanggan Garuda Indonesia ( Studi Pelanggan Di Depok). Depok: Universitas Indonesia
Silaen, S., & Widiyono. (2013). Metodologi Penelitian Sosial: Untuk Penulisan Skripsi Dan Thesis. Jakarta: In Media.
Sosanuy, W., Siripipatthanakul, S., Nurittamont, W., & Phayaphrom, B. (2021). Effect of Electronic Word of Mouth (E-WOM) and Perceived Value on Purchase Intention During the COVID-19 Pandemic: The Case of Ready-To-Eat Food by Wannalak Sosanuy, Supaprawat Siripipatthanakul, Wasutida Nurittamont, Bordin Phayaphrom: SSRN. SSRN Electronic Journal, 1(10), 1–16. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3944079
Sugiyono. (2011). Metode Penelitian Kuantitatif Kualitatif Dan R&D. Bandung: CV. Alfabeta
Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and Brand Awareness Impact on Consumer Purchase Intention: Mediating Role of Brand Image. Pakistan Administrative Review, 1(1):84–102.
Thomas, T., & Johnson, J. (2017). The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit. Vision, 21(4):367–74.
Willy, A. & Hartono, J. (2015). Partial Least Square (PLS) – Alternatif Structural Equation Modeling (SEM) Dalam Penelitian Bisnis. Yogyakarta: Andi.
Agustine, M., Prasetyawati, Y.R., & Komunikasi, I. (2020). Pengaruh Kualitas Informasi Instagram Dan Electronic Word of Mouth Terhadap Citra Dapurfit. PRofesi Humas, 5(1):82–97.
Al Halbusi, H., & Tehseen, S. (2018). The Effect of Electronic Word-Of-Mouth (EWOM) On Brand Image and Purchase Intention: A Conceptual Paper. SocioEconomic Challenges, 2(3):83–94. https://doi: 10.21272/sec.3(2).83-94.2018.
Atika., Kusumawati, A., Iqbal, M. (2012). The Effect of Electornic Word of Mouth, Message Source Credibility, Information Quality on Brand Image and Purchase Intention. Ekuitas: Jurnal Ekonomi Dan Keuangan, (80):94–108.
Ayuma, S., & Dwita, V. (2019). Effect of Country of Origin, Celebrity Endorser and EWOM on Purchase Intention. Advances in Economics, Business and Management Research, volume 64 :411–15. https://doi: 10.2991/piceeba2-18.2019.17.
Boardman, R., & Blazquez, M., Henninger, C.E. (2019). Social Commerce Consumer Behaviour in Online Environments. Switzerland: Springer. https://DOI:10.1007/978-3-030-03617-1
Eti I. A., Horaira M. A., & Bari M. M. (2021). Power and stimulus of social media marketing on consumer purchase intention in Bangladesh during the COVID-19. International Journal of Research in Business and Social Science, (2147-4478), 10(1), 28-37.
Fan, Y. W., & Miao, Y. F. (2012). Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management, 10(3), 175.
Ferdinand, A. (2012). Metode Penelitian Manajemen. Semarang: Universitas Diponegoro.
Farzin, M., & Fattahi, M. (2018). EWOM through Social Networking Sites and Impact on Purchase Intention and Brand Image in Iran. Journal of Advances in Management Research, 15(2):161–83. https://doi: 10.1108/JAMR-05-2017-0062.
Gaikindo. (2019). Bagaimana Nasib Mobil LCGC Di Masa Datang?. Gaikindo. Retrieved (https://www.gaikindo.or.id/bagaimana-nasib-mobil-lcgc-di-masa-datang/).
Gaikindo. (2019). Data Penjualan LCGC 2013-2020. Gaikindo. Retrieved from: https://www.gaikindo.or.id/indonesian-automobile-industry-data/
Ghozali, I. (2016). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23. 8th ed. Semarang: Badan Penerbit Universitas Diponegoro.
Haba, Fassou, H., Hassan, Z., & Dastane, O. (2017). Factors Leading to Consumer Perceived Value of Smartphones and Its Impact on Purchase Intention. Global Business and Management Research - An International Journal, 9(1), 42.
Handi, H., Hendratono, T., Purwanto, E., & Ihalauw, J. J. O. I. (2018). The effect of E-WOM and perceived value on the purchase decision of foods by using the go-food application as mediated by trust. Quality Innovation Prosperity, 22(2), 112–127. https://doi.org/10.12776/qip.v22i2.1062
Herman, H.F., Hassan, Z., Dastane, O. (2017). Factors Leading to Consumer Perceived Value of Smartphones and Its Impact on Purchase Intention. Global Business and Management Research - An International Journal, 9(1):42.
Hendryadi., & Suryani. (2015). Metode Riset Kuantitatif Teori Dan Aplikasipada Penelitian Bidang Manajemen Dan Ekonomi Islam. Jakarta: Prenada Media
Hennig-Thurau, T., Gwinner, K.P., Walsh, G., & Gremler, 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: 10.1002/dir.10073.
Hidayanto, A. N., Ovirza, M., Anggia, P., Budi, N. F. A., & Phusavat, K. (2017). The roles of electronic word of mouth and information searching in the promotion of a new e-commerce strategy: A case of online group buying in Indonesia. Journal of theoretical and applied electronic commerce research, 12(3), 69-85.
Izqia, C. D., & Hudrasyah, H. (2015). The Effect of Electronic Word-Of-Mouth on Customer Purchase Intention (Case Study: Bandung Culinary Instagram Account). International Journal of Humanities and Management Sciences, 155–60.
Keller, K.L., & Brexendorf, T.O. (2019). Measuring Brand Equity. Handbuch Markenführung.
Kementrian Perindustrian. (2013). Low-Cost Green Car Indonesia. Kementerian Perindustrian. Retrieved from: https://kemenperin.go.id/artikel/6437/profil/71/ghs
Kotler, P., & Keller, K.L. (2016). A Framework For Marketing Management. New Jersey: Pearson Prectice Hall
Krishnamurthy, A., & Kumar, S.R. (2018). Electronic Word-of-Mouth and the Brand Image: Exploring the Moderating Role of Involvement through a Consumer Expectations Lens. Journal of Retailing and Consumer Services, 43:149–56. https:doi: 10.1016/j.jretconser.2018.03.010.
Nasiruddin, K. B., & Hashim, H. B. (2015). Electronic word of mouth: Exploring consumer reactions and purchase intention. Journal of Global Business and Social Entrepreneurship, 1(1), 85-93
Nee, I. (2016). Managing Negative Word-of-Mouth on Social Media Platforms. Berlin: Springer Gabler Wiesbaden. https://doi.org/10.1007/978-3-658-13998-8
Nuseir, M.T. (2019). The Impact of Electronic Word of Mouth (e-WOM) on the Online Purchase Intention of Consumers in the Islamic Countries – a Case of (UAE). Journal of Islamic Marketing, 10(3):759–67. https://doi: 10.1108/JIMA-03-2018-0059.
Pandey, A., Sahu, R., Dash, M. (2018). Social Media Marketing Impact on the Purchase Intention of Millennials. International Journal of Business Information Systems, 28(2):147. https://doi: 10.1504/ijbis.2018.10012924.
Payne, A. & Holt, S. (2001). Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing. British Journal of Management, 12(2):159–82. https://doi: 10.1111/1467-8551.00192.
Pelupessy, S.J., Wardana, M., & Suprapti, N.W.S. (2017). Peran Brand Image Dalam Memediasi Pengaruh Wom Terhadap Switching Intention Ke Produk Smartphone Merek Samsung Di Denpasar. Jurnal Ekonomi Dan Bisnis Universitas Udayana, 6(5):1939–66.
Peraturan Pemerintah Republik Indonesia,Tentang Pajak Pertambahan Nilai, Barang Dan, D. A. N. Pajak, Penjualan Atas, Barang Mewah, Telah Beberapa, Kali Diubah, Terakhir Dengan, Tentang Pajak, Pertambahan Nilai, Barang Dan, D. A. N. Pajak, Penjualan Atas, Barang Mewah, Dengan Rahmat, Tuhan Yang, Maha Esa, and Presiden Republik Indonesia. 2012. LEMBARAN NEGARA PERPAJAKAN.
Perkasa, D. H., Suhendar, I. A., Randyantini, V., & Andrini, E. (2020). The effect of electronic word of mouth (ewom), product quality and price on purchase decisions. Dinasti International Journal of Education Management And Social Science, 1(5), 695-706.
Rahman, M.A., Khan, S.A., Latiff, A.S.A., Mahmood, R. (2018). Impact of Electronic Word of Mouth (e-WOM) on Brand Image and Online Purchase Intention: The Perspective of Bangladesh. Conference: 3rd International Conference on Dynamic Innovation (ICDI 2018) Langkawi Island, Malaysia:1–33. https://doi: 10.1109/iisa.2017.8316352.
Rangkuti, F. (2012). Studi Kelayakan Bisnis & Investasi. Jakarta: Gramedia Pustaka Utama.
Salehzadeh, R., & Pool, J.K. (2017). Brand Attitude and Perceived Value and Purchase Intention toward Global Luxury Brands. Journal of International Consumer Marketing, 29(2):74–82. https://doi: 10.1080/08961530.2016.1236311.
Schiffman, L.G., Kanuk, L.L., Hansen., & Harvard. (2012). Consumer Behaviour: A European Outlook. New Jersey: Pearson Education
Sihaloho., & Ifka, D.A. (2012). Universitas Indonesia Pengaruh Customer Perceived Value Terhadap Word Of Mouth Pelanggan Garuda Indonesia ( Studi Pelanggan Di Depok). Depok: Universitas Indonesia
Silaen, S., & Widiyono. (2013). Metodologi Penelitian Sosial: Untuk Penulisan Skripsi Dan Thesis. Jakarta: In Media.
Sosanuy, W., Siripipatthanakul, S., Nurittamont, W., & Phayaphrom, B. (2021). Effect of Electronic Word of Mouth (E-WOM) and Perceived Value on Purchase Intention During the COVID-19 Pandemic: The Case of Ready-To-Eat Food by Wannalak Sosanuy, Supaprawat Siripipatthanakul, Wasutida Nurittamont, Bordin Phayaphrom: SSRN. SSRN Electronic Journal, 1(10), 1–16. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3944079
Sugiyono. (2011). Metode Penelitian Kuantitatif Kualitatif Dan R&D. Bandung: CV. Alfabeta
Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and Brand Awareness Impact on Consumer Purchase Intention: Mediating Role of Brand Image. Pakistan Administrative Review, 1(1):84–102.
Thomas, T., & Johnson, J. (2017). The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit. Vision, 21(4):367–74.
Willy, A. & Hartono, J. (2015). Partial Least Square (PLS) – Alternatif Structural Equation Modeling (SEM) Dalam Penelitian Bisnis. Yogyakarta: Andi.