Analysis Consumer Purchasing Decisions in the App Tokopedia Through E-Wom, Experiental Marketing and Brand Ambassador
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Dec 3, 2022
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Abstract
The purpose of this study was to examine the effect of electronic word of mouth, experiential marketing, and brand ambassador variables on purchasing decisions on the Tokopedia application in the West Cikarang region. This sampling technique uses the Lemeshow formula and obtained as many as 300 respondents. The data obtained were analyzed quantitatively by using measuring instruments in the form of validity tests, reliability tests, classical assumption tests, simple and multiple linear regression analysis tests, and hypothesis testing. The test was conducted to determine the effective and relative contribution by using the SPSS version 21 application program for windows. The results of partial statistical analysis show that electronic word of mouth, experiential marketing, and brand ambassadors have a positive and significant influence on purchasing decisions on the Tokopedia application. The results of statistical analysis simultaneously show that electronic word of mouth, experiential marketing, and brand ambassadors have a significant effect on purchasing decisions on the Tokopedia application simultaneously. The results of the R Square value of electronic word of mouth showed a value of 48.4%, experiential marketing showed a value of 67.0%, and brand ambassadors showed a value of 66.0% which means that there is an influence on purchasing decisions on the Tokopedia application in the West Cikarang region.
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How to Cite
Agustini Tanjung, Hermiyetti, Usmar, & Primaraga Sumantri Indra Wicaksana. (2022). Analysis Consumer Purchasing Decisions in the App Tokopedia Through E-Wom, Experiental Marketing and Brand Ambassador. Enrichment : Journal of Management, 12(5), 3722-3729. https://doi.org/10.35335/enrichment.v12i5.908
References
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Aisyah, D., & Engriani, Y. (2019). Pengaruh Reputasi, Kualitas Informasi, dan e-WOM terhadap Minat Beli pada Situs Jual Beli Online Tokopedia yang Dimediasi oleh Kepercayaan Pelanggan. Jurnal Kajian Manajemen dan Wirausaha. Vol. 1, No.4. ISSN : 2655-6499. http://ejournal.unp.ac.id/students/index.php/mnj/article/download/7899/3715.
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Ardhian Gumilar Meghandaru 1, Farah Oktafani (2019), pengaruh social media marketing, experiential marketing, dan electronic word of mouth terhadap keputusan pembelian merchandise band burgerkill. E-Proceeding of Management. Telkom University. Vol.6, No.2 ISSN2355-9357.https://scholar.google.com/scholar?hl=id&as_sdt=0%2C5&q=pengaruh+social+media+marketing%2C+experiential+marketing%2C+dan+electronic+word+of+mouth+terhadap+keputusan+p embelian+merchandise+band+burgerkill&btnG=.
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Pelliyezer karo karo (2020, analisis pengaruh experiential marketing terhadap tingkat kepuasan peserta sports event jakabaring wonderful run Palembang. Journal of Tourism, Hospitality, Travel and business. Politeknik Pariwisata Palembang. Vol,2. No.2. ISSN:2656-1301.https://scholar.google.com/scholar?hl=id&as_sdt=0%2C5&q=analisis+pengaruh+experiential+marketing+terhadap+tingkat+kepuasan+peserta+sports+event+jakabaring+wonderful+run+Palembang%2C+&btnG=,
Safira Putri Utami, Nunung Setyowati, and Putriesti Mandasari, (2020), celebrity Brand Ambassador and E-Wom as Determinants of Purchase Intension (survey of Indonesian Celebrity Cake, E3S Web of Conferences, Agribusiness Departement 142, 05001, Universitas Sebelas Maret, Surakarta Indonesia. https://www.e3sconferences.org/articles/e3sconf/pdf/2020/02/e3sconf_icals2019_05001.pdf.
Uci fadilah dan Emelia rahmadany putri gami (2020, pengaruh experiential marketing terhadap kepuasan pelanggan pada bangsal kopi JL. T Imam bonjol lubuk pakam. Journal Economics and Accounting, Universitas Muslim Nusantara Al-Wasliyah, Medan Indonesia, Vol.1, No.2. Hal. 108-113. https://scholar.google.com/scholar?hl=id&as_sdt=0%2C5&q=pengaruh+experiential+marketing+terhadap+kepuasan+pelanggan+pada+bangsal+kopi+JL.+T+Imam+bonjol+lubuk+pakam.+Journal+Economics+and+Accounting%2C+Universitas+Muslim+Nusantara+AlWasliyah%2C+Medan+Indonesia%2C&btnG=.
Vivi Susanti, Selvi Fauzar. (2020). pengaruh experiential marketing terhadap kepuasan konsumen padan bintan black coral. Jurnal manajerial dan bisnis, STIE Pembangunan Tanjungpinang. Vol.3, No.1. https://journal.stie-pembangunan.ac.id/index.php/manajerial/article/view/1616/36.
William Kok, Yeni Ariesa, Kelvin, Vincent Pratama, Steven Kosasih, Vedas Fernand Alianza, (2021). The role of brand ambassador , event marketing, and digital marketing on purchase decision user shopee. Universitas Prima Indoneisa E-ISSN: 2615-3076. P-ISSN: 2615:1715 Vol. 4, No.3, August. http://www.bircu-journal.com/index.php/birci/article/view/2263/pdf.
Aisyah, D., & Engriani, Y. (2019). Pengaruh Reputasi, Kualitas Informasi, dan e-WOM terhadap Minat Beli pada Situs Jual Beli Online Tokopedia yang Dimediasi oleh Kepercayaan Pelanggan. Jurnal Kajian Manajemen dan Wirausaha. Vol. 1, No.4. ISSN : 2655-6499. http://ejournal.unp.ac.id/students/index.php/mnj/article/download/7899/3715.
Amal M. Almana, Abdulrahman A. Mirza (2013) The impact of Eelectronic Word of Mouth on consumers’ Purchase Decisions. International journal of Computer Application. College of computer and information Sciences. King Saud University, Saudi Arabia. Vol. 82, No.9. https://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.401.8004&rep=rep1&type=pdf.
Ardhian Gumilar Meghandaru 1, Farah Oktafani (2019), pengaruh social media marketing, experiential marketing, dan electronic word of mouth terhadap keputusan pembelian merchandise band burgerkill. E-Proceeding of Management. Telkom University. Vol.6, No.2 ISSN2355-9357.https://scholar.google.com/scholar?hl=id&as_sdt=0%2C5&q=pengaruh+social+media+marketing%2C+experiential+marketing%2C+dan+electronic+word+of+mouth+terhadap+keputusan+p embelian+merchandise+band+burgerkill&btnG=.
Diansyah, Ayu Indah Nurmalasari, (2017), pemasaran internet dan electronic word of mouth terhadap keputusan pembelian dengan kesadaran merek sebagai variabel intervening pada mahasiswa universitas 17 agustus 1945 jakarta, Journal Business Studies, Vol.2, No.1 E-ISSN 2443-3837. Program studi manajemen fakultas ekonomi dan bisnis Universitas 17 Agustus 1945 Jakarta. http://journal.uta45jakarta.ac.id/index.php/jbsuta/article/view/788.
Irma Yanti Febrini 1, Retno Widowati PA 2, Misbahul anwar 3. (2019). influence experiential marketing and review in kopi, kaliurang Yogyakarta, Jurnal Manajemen Bisnis, Universitas Muhammadiah Yogyakarta. Vol.10, No.1 E-ISSN : 2622-6308. P-ISSN : 2086-8200.https://scholar.google.com/scholar?hl=id&as_sdt=0%2C5&q=influence+experiential+marketing+and+review+in+kopi%2C+kaliurang+Yogyakarta%2C&btnG=.
Joni Budiarto, Erminati Pancaningrum. (2019), Pengaruh experiential marketing terhadap keputusan pembelian smartphone xiaomi, journal riset manajemen dan bisnis dewantara, Vol.2, No.2 EISSN : 2654-4326. STIE PGRI Dewantara Jombang. http://ejournal.stiedewantara.ac.id/index.php/JMD/article/view/370
Irma Yanti Febrini 1, Retno Widowati PA 2, Misbahul anwar 3. (2019). influence experiential marketing and review in kopi, kaliurang Yogyakarta, Jurnal Manajemen Bisnis, Universitas Muhammadiah Yogyakarta. Vol.10, No.1 E-ISSN: 2622-6308. P-ISSN: 2086-8200. https://scholar.google.com/scholar?hl=id&as_sdt=0%2C5&q=influence+experiential+marketing+and+review+in+kopi%2C+kaliurang+Yogyakarta%2C&btnG=.
Joni Budiarto, Erminati Pancaningrum. (2019), Pengaruh experiential marketing terhadap keputusan pembelian smartphone xiaomi, journal riset manajemen dan bisnis dewantara, Vol.2, No.2 EISSN : 2654-4326. STIE PGRI Dewantara Jombang. http://ejournal.stiedewantara.ac.id/index.php/JMD/article/view/370
Kotler Philip & Amstrong, Gary, 2019, Prinsip-Prinsip Pemasaran, Erlangga, Jakarta.
M. Arief algiffari 1, zakaria wahab 2, muchsin saggaff shihab 3, marlina widiyanti 4. (2020). Pengaruh celebrity endorser, online advertising, and word of mouth terhadap minat beli konsumen pada e-commerce Tokopedia. Faculty of Economics, Universitas Andalas, Vol. 4, No. 2. ISSN : 2476-9282. https://scholar.google.com/scholar?hl=id&as_sdt=0%2C5&q=berjudul+pengaruh+celebrity+endorser%2C+online+advertising%2C+and+word+of+mouth+terhadap+minat+beli+konsumen+pada+e-commerce+Tokopedia.+&btnG=.
Nisfatul lailiya (2020), pengaruh brand ambassador terhadap keputusan pembelian di tokopedia. Universitas Maarif Hasyim Latif, Sidoarjo Indonesia. Vol.2, No.2 ISSN : 2622-6367.https://scholar.google.com/scholar?lookup=0&q=pengaruh+brand+ambassador+terhadap+keputusan+pembelian+di+tokopedia.&hl=id&as_sdt=0,5. (Diakses pada tanggal 22 des 2021 pukul 22:00 WIB).
Rismawati, Isfiana. "PENGARUH STORE ATMOSPHERE DAN EXPERIENTIAL MARKETING TERHADAP KEPUASAN PELANGGAN WAROENG SETIABUDHI CIHAMPELAS." (2020). Menara Ilmu Telkom University. Vol. 14, No.1 E-ISSN : 2528-7613 https://scholar.google.com/scholar?hl=id&as_sdt=0%2C5&q=pengaruh+store+atmosphere+ dan+experiential+marketing+terhadap+kepuasan+pelanggan+waroeng+setiabudhi+cihampelas&btnG=
Pelliyezer karo karo (2020, analisis pengaruh experiential marketing terhadap tingkat kepuasan peserta sports event jakabaring wonderful run Palembang. Journal of Tourism, Hospitality, Travel and business. Politeknik Pariwisata Palembang. Vol,2. No.2. ISSN:2656-1301.https://scholar.google.com/scholar?hl=id&as_sdt=0%2C5&q=analisis+pengaruh+experiential+marketing+terhadap+tingkat+kepuasan+peserta+sports+event+jakabaring+wonderful+run+Palembang%2C+&btnG=,
Safira Putri Utami, Nunung Setyowati, and Putriesti Mandasari, (2020), celebrity Brand Ambassador and E-Wom as Determinants of Purchase Intension (survey of Indonesian Celebrity Cake, E3S Web of Conferences, Agribusiness Departement 142, 05001, Universitas Sebelas Maret, Surakarta Indonesia. https://www.e3sconferences.org/articles/e3sconf/pdf/2020/02/e3sconf_icals2019_05001.pdf.
Uci fadilah dan Emelia rahmadany putri gami (2020, pengaruh experiential marketing terhadap kepuasan pelanggan pada bangsal kopi JL. T Imam bonjol lubuk pakam. Journal Economics and Accounting, Universitas Muslim Nusantara Al-Wasliyah, Medan Indonesia, Vol.1, No.2. Hal. 108-113. https://scholar.google.com/scholar?hl=id&as_sdt=0%2C5&q=pengaruh+experiential+marketing+terhadap+kepuasan+pelanggan+pada+bangsal+kopi+JL.+T+Imam+bonjol+lubuk+pakam.+Journal+Economics+and+Accounting%2C+Universitas+Muslim+Nusantara+AlWasliyah%2C+Medan+Indonesia%2C&btnG=.
Vivi Susanti, Selvi Fauzar. (2020). pengaruh experiential marketing terhadap kepuasan konsumen padan bintan black coral. Jurnal manajerial dan bisnis, STIE Pembangunan Tanjungpinang. Vol.3, No.1. https://journal.stie-pembangunan.ac.id/index.php/manajerial/article/view/1616/36.
William Kok, Yeni Ariesa, Kelvin, Vincent Pratama, Steven Kosasih, Vedas Fernand Alianza, (2021). The role of brand ambassador , event marketing, and digital marketing on purchase decision user shopee. Universitas Prima Indoneisa E-ISSN: 2615-3076. P-ISSN: 2615:1715 Vol. 4, No.3, August. http://www.bircu-journal.com/index.php/birci/article/view/2263/pdf.