Linking E-WOM to Muslimah Consumer Buying Intention through the Shopee Application: The Role of Brand Image as a Mediating Variable
DOI:
https://doi.org/10.22441/jiess.2022.v3i2.006Keywords:
Electronic Word of Mouth, Buying Interest, Brand Image, Sobel Test, RabbaniAbstract
This study aims to examine the effect of Electronic Word of Mouth (E-WoM) on consumer buying interest in the Shopee application through brand image as a mediating variable. This study used a quantitative descriptive method with a purposive sampling technique to obtain a sample of 200 respondents who had purchased Rabbani products through the Shopee application. The data collection technique was carried out by distributing online questionnaires via Google form using a Likert scale of points 1 to 5, which were analyzed using SPSS Version 26 through the classical assumption test, path analysis, and Sobel test. The results show that E-WoM has a positive effect on brand image, brand image has a positive effect on buying interest, E-WoM has a positive effect on consumer buying interest in Rabbani products, E-WoM has a positive effect on buying interest through brand image as mediation partial, meaning that the greater the E-WoM, the brand image will increase so that the buying interest will be higher.
Downloads
References
Abu-Bader, S., & Jones, T. V. (2021). Statistical Mediation Analysis Using The Sobel Test and Hayes SPSS Process Macro. International Journal of Quantitative and Qualitative Research Methods, 9(1), 42–61.
Aditya Aristana, I. K. G., Arie Yudhistira, P. G., & Sasmita, M. T. (2022). The Influence of Brand Image and Brand Trust on Consumer Loyalty (Case Study on Consumers of PT Citilink Indonesia Branch Office Denpasar). TRJ Tourism Research Journal, 6(1), 60.
Agatha, C., Tumbel, A., Soepeno, D., Sam, U., & Manado, R. (2019). Pengaruh Brand Image Dan Electronic Word of Mouth Terhadap Minat Beli Konsumen Oriflame Di Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(1), 131–140.
Ajzen, Icek., & Fishbein, M. (2005). Theory based Behavior Change Intervention: Comments on Hobbis and Sutton. Jurnal of Health Psychology, 10(1), 27–31.
Ardana, Y. A., & Rastini, N. M. (2018). Peran Citra Merek Memediasi Pengaruh E-Wom Terhadap Minat Beli Smartphone Samsung Di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 7(11), 5901.
Aryatilandi, S., Ramdan, A. M., & Sunarya, E. (2020). Analisis Word Of Mouth Dan Brad Image Terhadap Keputusan Pembelian Smartphone Di Kota Sukabumi. JMD : Jurnal Riset Manajemen & Bisnis Dewantara, 3(1), 54–65.
Azhar, W. M., & Fitri, A. R. (2018). The Influence of Electronic Word Of Mouth (EWOM) on Purchase Intention Mediated byBrand Image (A Study on Starbucks’ College Students Consumer at Malang). Faculty of Economic and Business University of Brawijaya, 6(2).
Darma, M. B., Effendi, S., & Juari, A. A. (2018). Pengaruh Citra Merek Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Kosmetik. Jurnal Riset Sains Manajemen, 2(1), 1–8.
Faza, M. A. (2018). Pengaruh Electronic Word Of Mouth Terhadap Minat Beli Melalui Citra Merek (Studi Pada Smartphone Xiaomi Di Kota Yogyakarta). Jurnal Fakultas Ekonomi.
Ferdinand, A. (2002). Pengembangan Minat Beli Merek Ekstensi. Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program SPSS 25 Edisi 9. Badan Penerbit Universitas Diponegoro.
Hamidun, M. A., & Sanawiri, B. (2018). Pengaruh Electronic Word Of Mouth Terhadap Purchase Intention Melalui Brand Image (Studi Pada Followers Akun Instagram @Ouvalresearch). Jurnal Administrasi Bisnis, 61(2), 61–68.
Identiti. (2022). Brand Awareness Sebagai Pemediasi Mempengaruhi Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Pada Produk Busana Muslimah Rabbani. MSEJ: Management Studies and Entrepreneurship Journal, 3(3).
Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. (2017). Electronic Word Of Mouth in the Marketing Contexct: A State Of The Art Analysis and Future Directions. Springer Nature.
Iswara, G. A. N., & Santika, I. W. (2019). Peran Citra Merek Dalam Memediasi Pengaruh E-Wom Terhadap Minat Beli Sepatu Merek Bata. E-Jurnal Manajemen Universitas Udayana, 8(8), 5182.
Kementerian Komunikasi dan Informatika (Kominfo), K. I. C. (KIC). (2022). Aplikasi Belanja Online Paling Banyak Digunakan, Ini Dia Juaranya. Databoks.
Kotler, & K. (2012). Marketing Management (Edisi 14). In Pearson Education, Inc.
Kurniawan, D. (2021). Kedudukan Brand Image Dalam Memediasi Pengaruh Electronic Word of Mouth ( Ewom ) Dan Brand Ambassador Terhadap Purchase Intention ( Studi Pelanggan E-Commerce Di Kota Medan ). JIMEIS: Jurnal Ilmiah Mahasiswa Ekonomi Dan Bisnis, 1(2), 1–15.
Kuswibowo, C., & Murti, A. K. (2021). Analisis Pengaruh Brand Image, Promotion, Dan Electronic Word of Mouth Terhadap Minat Beli Pada Aplikasi Online Shop. Jurnal Manajemen Industri Dan Logistik, 5(1), 53–61.
Lee, M. K. O., Cheung, C. M. K., Lim, K. H., & Sia, C. L. (2006). Understanding customer knowledge sharing in web-based discussion boards: An exploratory study. Internet Research, 16(3), 289–303.
Malik, Muhammad Ehsan., Ghafoor, Muhammad Mudasar., Iqbal, H. K. (2013). Impact of Brand Image on Consumer Buying Behavior. World Applied Sciences Journal, 23(1), 117–122.
Mutia Annur, C. (2022). Aplikasi Layanan Belanja Online yang Digunakan Responden. Databoks; Katadata.
Nafisah, F. R., & Murniningsih, R. (2021). Pengaruh E-WOM dan Brand Image Terhadap Keputusan Pembelian Dengan Price Discount Sebagai Variabel Moderasi (Studi Empiris Pada Konsumen Shopee di Kota Magelang). Jurnal.Untidar, September, 301–309.
Pidada, I. A. I., & Supartyani, N. W. (2022). Gaining Purchase Intention By Electronic Word of Mouth and Brand Ambassador. Jurnal Ekonomi Dan Bisnis Airlangga, 32(1), 70–80.
Pratisthita, D. A. A. P., Yudhistira, P. G. A., & Agustina, N. K. W. (2022). Effect of Brand Positioning, Brand Image, and Perceived Price on Consumer Repurchase Intention Low-Cost Carrier. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 15(2), 181–195.
Rooselinda, A. I. M., & Harliwong, D. A. (2022). Manfaat Electronic Word of Mouth Pada Keputusan Pembelian (Studi Kasus:@ Afterglow. Thelabel). Jurnal Komunikasi Dan Kajian Media, 6(1), 1–16.
Sharifpour, Y., Khan, M. N. A. A., Alizadeh, M., Rahim Akhgarzadeh, M., &, & Mahmodi, E. (2016). The influence of electronic word-of-mouth on consumers’ purchase intentions and brand awareness in Iranian telecommunication industry. International Journal of Supply Chain Management, 5(3), 133–141.
Siswanto, T. (2018). Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah. Liquidity, 2(1), 80–86.
Sutisna dan Pawitra. (2001). Perilaku Konsumen dan Komunikasi Pemasaran. PT. Remaja Rosdakarya.
Tariq, M., Tanveer, A., 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.
Thurau, Thorsten Hennig, K. P. (2004). Electronic Word of Mouth Via Consumer Motivates Consumer to articulate Themeselve on The Internet. Journal of Interactive Marketing, 18(1).
Yunus, N. H., Md Ariff, M. S., Mohd Som, N., Zakuan, N., & Sulaiman, Z. (2016). The mediating effect of brand image between electronic word of mouth and purchase intention in social media. Advanced Science Letters, 22(10), 3176–3180.
Zakiy, M. (2019). Citra Perusahaan Sebagai Variabel Pemoderasi Pengaruh Layanan Terhadap Kepuasan Pasien Dan Niat Beralih. Jurnal Manajemen Dan Pemasaran Jasa, 12(1), 51–64.
Zakiy, M. (2021). SPSS Penelitian Keperilakuan: Teori dan Praktik (Edisi Pert). Kencana.
Zukhrufani, A., & Zakiy, M. (2019). the Effect of Beauty Influencer, Lifestyle, Brand Image and Halal Labelization Towards Halal Cosmetical Purchasing Decisions. Jurnal Ekonomi Dan Bisnis Islam (Journal of Islamic Economics and Business), 5(2), 168.
Downloads
Published
How to Cite
Issue
Section
License
Author(s) Rights
As a journal author, you have rights for a large range of uses of your article, including use by your employing institute or company. These Author rights can be exercised without the need to obtain specific permission. Authors publishing in Journal of Islamic Economics and Social Sciences (JIESS) journals have wide rights to use their works for teaching and scholarly purposes without needing to seek permission, including use for classroom teaching by Author or Author's institution and presentation at a meeting or conference and distributing copies to attendees; use for internal training by author's company; distribution to colleagues for their research use; use in a subsequent compilation of the author's works; inclusion in a thesis or dissertation; reuse of portions or extracts from the article in other works (with full acknowledgment of final article); preparation of derivative works (other than commercial purposes) (with full acknowledgment of final article); voluntary posting on open web sites operated by author or author’s institution for scholarly purposes (should follow CC by SA License).
Authors can copy and redistribute the material in any medium or format, as well as remix, transform, and build upon the material for any purpose, even commercially, but they must give appropriate credit (cite to the article or content), provide a link to the license, and indicate if changes were made. If you remix, transform or build upon the material, you must redistribute your contributions under the same license as the original.
Retained Rights/Terms and Conditions
Although authors are permitted to re-use all or portions of the Work in other works, this does not include granting third-party requests for reprinting, republishing, or other types of re-use.
Copyright Transfer Agreement (for Publishing)
The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright publishing of the article shall be assigned/transferred to Journal of Islamic Economics and Social Sciences (JIESS) of Universitas Mercu Buana as Publisher of the journal. Upon acceptance of an article, authors will be asked to complete a 'Copyright Transfer Agreement' (see more information on this). An e-mail will be sent to the corresponding author confirming receipt of the manuscript together with a 'Copyright Transfer Agreement' form by the online version of this agreement.
Journal of Islamic Economics and Social Sciences (JIESS) of Universitas Mercu Buana, the Editors and the Advisory Editorial Board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in the Journal of Islamic Economics and Social Sciences (JIESS) are sole and exclusive responsibility of their respective authors and advertisers.
Remember, even though we ask for a transfer of copyright, our journal authors retain (or are granted back) significant scholarly rights as mention before.
The Copyright Transfer Agreement (CTA) Form can be downloaded here:
[Copyright Transfer Agreement (CTA) Form Journal of Islamic Economics and Social Sciences (JIESS)]
The copyright form should be signed electronically and send to the Editorial Office in the form of original e-mail below:
ournal of Islamic Economics and Social Science (JIESS)
Ikatan Ahli Ekonomi Islam (IAEI)
Komisariat: Universitas Mercu Buana
Faculty of Economic and Business Building
Jl. Raya Meruya Selatan, Kembangan, Jakarta-11650
Telp.021-5840816 Ext. 5342, Fax. 021-5871312
Email: [email protected].
Website: http://publikasi.mercubuana.ac.id/index.php/jiess
All off articles in the Journal of Islamic Economics and Social Sciences (JIESS) are licensed under CC BY-SA
Journal of Islamic Economics and Social Sciences (JIESS) and the article sare licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
