PENGARUH ELECTRONIC WORD OF MOUTH DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN ONLINE

Authors

  • Sonia Kristiawati Universitas linggabuana PGRI Sukabumi
  • Nadia Aqlimah Azeljilia Mumtaz Universitas Linggabuana PGRI Sukabumi
  • wawan Ruswandi Universitas Linggabuana PGRI Sukabumi

DOI:

https://doi.org/10.62567/ijosse.v2i1.2076

Keywords:

Electronic Word of Mouth, Kepercayaan Merek, Keputusan Pembelian

Abstract

Riset ini dilakukan guna menguak peran Electronic Word of Mouth (e-WOM) serta kepercayaan merek dlam menciptakan keputusan pembelian produk makanan secara online. Pendekatan yang diterapkan kuantitatif dengan desain asosiatif. Sampel riset ini melibatkan 60 responden yang diambil secara acak selama periode Mei hingga Juli 2025. Pengumpulan data dlam roset ini diterapkan lewat kuesioner yang disebar secara daring, selanjutnya data dianalisis menerapkan metode regresi linier berganda. Hasil analisis memperlihatkan baik secara parsial maupun simultan e-WOM dan kepercayaan merek berdmapak positif dan luar biasa pada keputusan pembelian. Temuan ini mengonfirmasi interaksi melaui e-wom yang dipersepsikan baik serta tingkat kepercayaan terhadap merek menjadi faktor penentu dalam mendorong keputusan pembelian produk makanan secara daring.

Downloads

Download data is not yet available.

References

Amruddin, I. W. D. D. E., Ruswandi, M. U. A. W., Putra, W. D. F. I. G. C., & Yuliastuti, I. A. N. (2022). Metodologi Penelitian Manajemen. In Get Press Indonesia (pp. 1–134).

Aprilia Susanti, & Edita Rahma Kamila. (2024). Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Minat Pembelian Produk Implora dengan Kepercayaan sebagai Variabel Moderasi pada Aplikasi Tiktok Shop. Sammajiva: Jurnal Penelitian Bisnis Dan Manajemen, 2 (4), 80–92. https://doi.org/10.47861/sammajiva.v2i4.1482

Bae, G. K., Lee, S. M., & Luan, B. K. (2023). The Impact of ESG on Brand Trust and Word of Mouth in Food and Beverage Companies: Focusing on Jeju Island Tourists. Sustainability (Switzerland), 15 (3). https://doi.org/10.3390/su15032348

Bagus Hary Prastito & Yunia Wardi. (2024). SYSTEMATIC LITERATURE REVIEW: ONLINE FOOD DELIVERY PURCHASING DECISIONS IN INDONESIA. http://ijsr.internationaljournallabs.com/index.php/ijsr

Barreto, A., Hadikusumo, R. A., & Ruswandi, W. (2025). Digital Transformation as a Catalyst for Business Performance and Competitive Dynamics in Emerging Economies. The Journal of Academic Science, 2 (4), 1228–1238.

Beyari, H., & Garamoun, H. (2024). The Impact of Online Word of Mouth (e-WOM) on End-User Purchasing Intentions: A Study on e-WOM Channels’ Effects on the Saudi Hospitality Market. Sustainability (Switzerland), 16 (8). https://doi.org/10.3390/su16083163

Citra Wijaya, K. P., Aulia, V., Haq, S., Fahira, F., & Kusanadi, S. F. (2024). Literature Review: The Effectiveness of Electronic Word of Mouth (e-Wom) in Influencing Product Buying Interest. JURNAL ILMIAH FEASIBLE (JIF), 6 (1), 1–6. https://doi.org/10.32493/fb.v6i1.2024.1-6.35428

Elsa Rizki Yukindasari, K. F. (2022). Pengaruh e-WoM (Electronic Word of Mouth) terhadap Keputusan Pembelian Kosmetik Halal di Shopee. Journal of Islamic Economics and Finance Studies, 3 (1), 55–69.

Fachrie, F., Putra, H., Anzori, ) ; Prima, E., & Damarsiwi, M. (2024). The Influence Of Brand Characteristics And Emotional Branding On Purchasing Decisions At Coffee Shop Bengkulu. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12 (1), 12. https://doi.org/10.37676/ekombis.v12i1

Jaenudin, J., Susilawati, C., Sari, R. H., & Sonjaya, A. (2022). DSN - MUI Fatwa Number 26 of 2013 and Purchase Decision of The Muslimah Generation Y and Z Against Halal Cosmetic Products. International Journal of Islamic Business and Economics (IJIBEC), 6 (2), 148–162. https://doi.org/10.28918/ijibec.v6i2.6109

Magdalena, M., Ikhsan, M., Kbp, S. ", & Padang, ". (2025). Electronic Word Of Mouth (E-WOM) Dan Perceived Quality Terhadap Keputusan Pembelian Pada Toko Online Shopee (Studi Kasus Mahasiswa Program Studi Bahasa Dan Sastra Indonesia Upgrisba Padang).

Mamoto, J. E., & Gunawan, E. M. (2023). THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) AND BRAND TRUST ON ONLINE PURCHASE DECISIONS OF SKINCARE PRODUCTS IN LAZADA. Jurnal EMBA, 11 (1), 1218–1230.

Noviyanti, S., Hamidi, D. Z., & Ruswandi, W. (2022). PENGARUH KEPERCAYAAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MELALUI ONLINE SHOP (Studi Empiris kepada Pengguna Shopee di Sukabumi). Jurnal Manajemen Bisnis Almatama, 1 (1), 17–28. https://doi.org/10.58413/jmba.v1i1.235

Nugrahanta, S., & Ariani, D. W. (2024). The Influence of Brand Image, Brand Trust, and Brand Satisfaction on Brand Loyalty of Eiger Adventure. East Asian Journal of Multidisciplinary Research, 3 (7). https://doi.org/10.55927/eajmr.v3i7.9925

Prahasti, G., Lewi, A., & Bharwani, K. A. (2023). The Effect of Ewom on Brand Image and Purchase Intention in the Astro E-grocery Application. Journal of Digital Marketing and Halal Industry, 5 (2), 185–206. https://doi.org/10.21580/jdmhi.2023.5.2.14461

Putri Anjaswati, D., & Istiyanto, B. (2023). Pengaruh Brand Trust, E-wom, dan Gaya Hidup Terhadap Keputusan Pembelian Melalui Aplikasi Shopee di Solo Raya. Jrea : Jurnal Riset Ekonomi Dan Akuntansi, 1 (2), 51–61.

Putri, M. R., Hidayah, Z., & Maharani, A. (2023). Perspectives to Strengthening Competencies of Judges in The Supreme Court of The Republic of Indonesia. Jurnal Manajemen, 14 (2), 220–239. https://doi.org/10.32832/jm-uika.v14i2.11228

Resmanasari, D., Ruswandi, W., & Setiadi, S. (2020). Pengaruh Kepercayaan, Keamanan dan Persepsi Akan Resiko terhadap Keputusan Pembelian Belanja Online. Jurnal Ekonomak, VI (2), 16–23.

Riska Putri Septia Ardhana, G. R. (2022). PENGARUH KEPERCAYAAN, WORD OF MOUTH, KUALITAS PRODUK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN. Edunomika, 06 (02), 1–13.

Ruswandi, W., Wulandari, R., Deni, A., Juliansyah, E., & Rizki, C. M. (2024). Digital Literacy and Business Networks on Business Competitiveness For Business Sustainability. International Conference on Digital Education and Social Science (ISDESS), December, 299–317.

Sahilah, K. (2023). Pengaruh Electronic Word of Mouth dan Kepercayaan Konsumen terhadap Keputusan Pembelian Online di E-Commerce Shopee pada Masa Pandemi Covid-19. Transformasi Manageria Journal of Islamic Education Management, 3 (2), 314–340. https://doi.org/10.47476/manageria.v3i2.2435

Sallyna & Asron Saputra. (2022). PENGARUH CITRA MEREK, KEPERCAYAAN MEREK DAN KESADARAN MEREK TERHADAP LOYALITAS KONSUMEN PRODUK SOSRO DI KOTA BATAM.

Setyawan, D., Syah, T. Y. R., Rojuaniah, R., Astuti, P., & Suyitno, E. (2024). Exploring The Sustained Effects Of Brand Trust On Revisit Intention: An Empirical Study. Jurnal Ilmiah Manajemen Kesatuan, 12 (4), 1053–1064. https://doi.org/10.37641/jimkes.v12i4.2168

Syaiful, I. A., Rizal, K., & Sari, A. V. K. (2018). Proses Pengambilan Keputusan Pembelian di Toko Daring: Peran Faktor Psikologis Persepsi Kualitas Produk dan Tingkat Kepercayaan. Psikohumaniora: Jurnal Penelitian Psikologi, 2 (2), 194. https://doi.org/10.21580/pjpp.v2i2.2296

Downloads

Published

2026-01-21

How to Cite

Kristiawati, S., Aqlimah Azeljilia Mumtaz, N., & Ruswandi, wawan. (2026). PENGARUH ELECTRONIC WORD OF MOUTH DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MAKANAN ONLINE. Indonesian Journal of Social Science and Education (IJOSSE), 2(1), 674–685. https://doi.org/10.62567/ijosse.v2i1.2076

Issue

Vol. 2 No. 1 (2026): Vol 2 No 1: Edisi Januari 2026

Section

Articles

License

Copyright (c) 2026 Sonia Kristiawati, Nadia Aqlimah Azeljilia Mumtaz, wawan Ruswandi

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Similar Articles

1 2 3 4 5 6 7 8 > >> 

You may also start an advanced similarity search for this article.

Most read articles by the same author(s)