The Effect of Social Media Advertising, E-Wom and Price on Consumer Purchase Decisions in Buying Skincare Products at E-Commerce Shoppe

Adrian Muhamad Fajar; Sri Astuti Pratminingsih

doi:10.30741/adv.v6i2.942

Authors

Adrian Muhamad Fajar Universitas Widyatama
Sri Astuti Pratminingsih Universitas Widyatama

DOI:

https://doi.org/10.30741/adv.v6i2.942

Keywords:

Electronic Word of Mouth, Price, Purchase Decision, Social Media Advertising

Abstract

This study aims to determine the effect of social media advertising, electronic word of mouth and prices on skincare purchasing decisions at Shopee. This research uses a quantitative approach with a population of student consumers at the Faculty of Economics and Business, Widyatama University. The sampling technique uses the purposive sampling method by taking samples through the Google Form Questionnaire which is distributed online. The sample was distributed to 100 respondents according to the research criteria. The data analysis technique uses multiple regression. The results of the study explain that social media advertising variables have a significant effect on skincare purchasing decisions with a significant value of 0.000 <0.05. Electronic word of mouth variables have a significant effect on skincare purchasing decisions with a significant value of 0.010 <0.05. Meanwhile, the price variable does not have a significant effect on skincare purchasing decisions at Shopee with a significant value of 0.071 > 0.05. The results of the coefficient of determination (R) are independent (social media advertising, electronic word of mouth and price) simultaneously by obtaining an R Square value of 41.9%.

Downloads

Download data is not yet available.

References

Abdullah, H. (2020). Pengaruh Price Discount, Bonus Pack, dan In-Store Display terhadap Keputusan Impulse Buying (Studi Kasus pada Toko Aksesoris AA Cell di Jalan Jombang Kota Malang. repository.unisma.ac.id. http://repository.unisma.ac.id/handle/123456789/546

Anastasia, Y. (2019). Effect of destination image, travel experience and travel constraints on electronic word of mouth and revisit intention. In Proceedings of the 33rd International Business Information Management Association Conference, IBIMA 2019: Education Excellence and Innovation Management through Vision 2020 (pp. 5496–5505).

Arora, T. (2019). Empirical Study on Perceived Value and Attitude of Millennials Towards Social Media Advertising: A Structural Equation Modelling Approach. Vision, 23(1), 56–69. https://doi.org/10.1177/0972262918821248

Baek, T. H. (2022). Pride and gratitude: Egoistic versus altruistic appeals in social media advertising. Journal of Business Research, 142, 499–511. https://doi.org/10.1016/j.jbusres.2021.12.066

Camoiras-Rodríguez, Z. (2020). An empirical analysis of factors influencing electronic word of mouth in social networking sites after a brand promotion. Revista Galega de Economia, 29(1), 1–18. https://doi.org/10.15304/rge.29.1.6123

Chen, J. (2021). How electronic word of mouth dynamically influences product sales and supplies: an evidence from China film industry. Economic Research-Ekonomska Istrazivanja. https://doi.org/10.1080/1331677X.2021.1931910

Chen, X. (2022). Impacts of duo-regional generic advertising of social media on consumer preference. Agribusiness, 38(1), 21–44. https://doi.org/10.1002/agr.21713

Chen, Y. F., & Cheng, R. C. (2019). Single discount or multiple discounts? Effects of price promotion framing messages on online consumer purchase intention. International Journal of Technology and Human Interaction, 15(1), 1–14. https://doi.org/10.4018/IJTHI.2019010101

Chu, S. C. (2019). Electronic word-of-mouth (eWOM) on WeChat: examining the influence of sense of belonging, need for self-enhancement, and consumer engagement on Chinese travellers’ eWOM. International Journal of Advertising, 38(1), 26–49. https://doi.org/10.1080/02650487.2018.1470917

Delafrooz, N. (2019). The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework. Cogent Business and Management, 6(1). https://doi.org/10.1080/23311975.2019.1606973

Dodoo, N. A. (2019). Exploring the anteceding impact of personalised social media advertising on online impulse buying tendency. In International Journal of Internet Marketing and Advertising (Vol. 13, Issue 1, pp. 73–95). https://doi.org/10.1504/IJIMA.2019.097905

Efendioğlu, İ. H. (2022). The Impact of Perceptions of Social Media Advertisements on Advertising Value, Brand Awareness and Brand Associations: Research on Generation Y Instagram Users. Transnational Marketing Journal, 10(2), 251–275. https://doi.org/10.33182/tmj.v10i2.1606

Ellisya, R. (2019). Pengaruh Display, Price Discount, Dan Bonus Pack Terhadap Keputusan Pembelian Konsumen Di Giant Suncity Sidoarjo. repository.stiemahardhika.ac.id.

Feijoo, B. (2022). When mobile advertising is interesting: interaction of minors with ads and influencers’ sponsored content on social media. Communication and Society, 35(3), 15–31. https://doi.org/10.15581/003.35.3.15-31

Ghanbarpour, T. (2022). Consumer response to online behavioral advertising in a social media context: The role of perceived ad complicity. Psychology and Marketing, 39(10), 1853–1870. https://doi.org/10.1002/mar.21703

Habib, S. (2021). Influence of electronic word of mouth (Ewom) and relationship marketing on brand resonance: A mediation analysis. Sustainability (Switzerland), 13(12). https://doi.org/10.3390/su13126833

Ji, C. (2022). How social media advertising features influence consumption and sharing intentions: the mediation of customer engagement. Journal of Research in Interactive Marketing, 16(1), 137–153. https://doi.org/10.1108/JRIM-04-2020-0067

Kwok, L. (2019). Consumers’ electronic word-of-mouth behavioral intentions on Facebook: Does message type have an effect? Tourism and Hospitality Research, 19(3), 296–307. https://doi.org/10.1177/1467358417742684

Lai, I. K. W. (2021). The effects of tourists’ destination culinary experience on electronic word-of-mouth generation intention: the experience economy theory. Asia Pacific Journal of Tourism Research, 26(3), 231–244. https://doi.org/10.1080/10941665.2020.1851273

Lee, J. (2022). Social media advertising: The role of personal and societal norms in page like ads on Facebook. Journal of Marketing Communications, 28(3), 329–342. https://doi.org/10.1080/13527266.2019.1658466

Martins, P., Rodrigues, P., Martins, C., Barros, T., Duarte, N., Dong, R. K., … Yue, X. (2021). Preference between Individual Products and Bundles: Effects of Complementary, Price, and Discount Level in Portugal. Journal of Risk and Financial Management, 14(5), 192. https://doi.org/10.3390/jrfm14050192

Mekawie, N. (2019). Understanding the Factors Driving Consumers’ Purchase Intention of over the Counter Medications Using Social Media advertising in Egypt. In Procedia Computer Science, 164, 698-705. https://doi.org/10.1016/j.procs.2019.12.238

Pasek, G. W., & Kasih, N. L. S. (2021). Price Discount Framing: How it Can Increase the Purchase Intention? International Journal of Social Science and Business, 5(1), 133-139. https://doi.org/10.23887/ijssb.v5i1.30533

Rachbini, W., Anggraeni, D., & Wulanjani, H. (2021). The influence of electronic service quality and electronic word of mouth (eWOM) toward repurchase intention (study on e-commerce in Indonesia). Jurnal Komunikasi: Malaysian Journal of Communication, 37(1), 42–58. https://doi.org/10.17576/JKMJC-2021-3701-03

Rahmidani, R. (2021). Pengaruh Store Atmosphere Dan Price Discount Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Pada Produk Fashion. Jurnal Ecogen, 4(1), 10-24. https://doi.org/10.24036/jmpe.v4i1.10510

Raji, R. A. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, 13(3), 302–330. https://doi.org/10.1108/JRIM-01-2018-0004

Rana, M. (2022). How Does Social Media Advertising Persuade? An Investigation of the Moderation Effects of Corporate Reputation, Privacy Concerns and Intrusiveness. Journal of Global Marketing, 35(3), 248–267. https://doi.org/10.1080/08911762.2021.1980932

Rosario, A. B. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. In Journal of the Academy of Marketing Science, 48(3), 422-448. https://doi.org/10.1007/s11747-019-00706-1

Rianawati, A., Hadi, F. S., & Johan, A. (2022). The Effect of IT Use on Organizational Performance in Terms of Organizational Learning in the Healthcare Industry. Wiga: Jurnal Penelitian Ilmu Ekonomi, 12(3), 209-216. https://doi.org/10.30741/wiga.v12i3.820

Saputro, I. (2019). Pengaruh Price Discount Dan Store Atmosphere Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Mediasi Pada Konsumen Ritel Minimarket Kota Yogyakarta. Jurnal Ilmu Manajemen, 16(1), 35-47. https://doi.org/10.21831/jim.v16i1.25063

Shouman, L. (2020). The Use of Celebrity Endorsement in Social Media Advertising and its Impact on Online Consumers’ Behavior: The Lebanese Scenario. In ACM International Conference Proceeding Series, 1-6. https://doi.org/10.1145/3409929.3409930

Stanton, S. (2019). Incentivized methods to generate electronic word-of-mouth: Implications for the resort industry. International Journal of Hospitality Management, 78, 142–149. https://doi.org/10.1016/j.ijhm.2018.11.004

Sulthana, A. (2019). Sulthana, A. N., & Vasantha, S. (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1–5.

Takwim, R. I., Asmala, T., & Johan, A. (2022). Pengaruh kualitas layanan dan store atmosphere terhadap customer loyalty. Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan, 4(12), 5617-5622. https://doi.org/10.32670/fairvalue.v4i12.2093

Verma, S. (2021). Past, Present, and Future of Electronic Word of Mouth (EWOM). Journal of Interactive Marketing, 53, 111–128. https://doi.org/10.1016/j.intmar.2020.07.001

Wang, Y. (2020). Understanding how Chinese consumers engage in electronic word-of-mouth communication (EWOM) on social media: A comparison study between opinion leaders and non-opinion leaders. International Journal of Cyber Behavior, Psychology and Learning, 10(2), 31–42. https://doi.org/10.4018/IJCBPL.2020040103

Weismueller, J., Harrigan, P., Wang, S., & ... (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian …. https://journals.sagepub.com/doi/abs/10.1016/j.ausmj.2020.03.002

Xie, X. Z. (2019). Does customer co-creation value lead to electronic word-of-mouth? An empirical study on the short-video platform industry. Social Science Journal, 56(3), 401–416. https://doi.org/10.1016/j.soscij.2018.08.010

Yang, Y., & Leung, P. S. (2020). Price premium or price discount for locally produced food products? A temporal analysis for Hawaii. Journal of the Asia Pacific Economy. https://www.tandfonline.com/doi/abs/10.1080/13547860.2019.1687250