EXPLORING A MODERATED MEDIATION MODEL OF SITUATIONAL CONTEXT AND BRAND IMAGE ON PURCHASE INTENTION VIA ELECTRONIC WORD OF MOUTH (EWOM) A CASE STUDY OF SHOPEE IN WEST JAVA

Abdul Rahman; Mahir Pradana; Arry Widodo

doi:10.62567/micjo.v2i3.1040

Authors

Abdul Rahman Telkom University
Mahir Pradana Telkom University
Arry Widodo Telkom University

DOI:

https://doi.org/10.62567/micjo.v2i3.1040

Keywords:

eWOM Credibility, eWOM Quantity, eWOM Quality, Brand Image, Situational Context, Purchase Intention

Abstract

E-commerce has become one of the most dynamic industries in the digital era, and electronic word of mouth (eWOM) greatly influences consumer behaviour. Shopee, as a popular e-commerce platform in West Java, faces challenges in increasing user purchase intention, particularly with an approach based on review communication and brand image. The objective of this research is to examine how eWOM credibility, quantity, and quality impact purchase intention, with brand image as the mediating variable and situational context as the moderating variable in the study of the Shopee application in West Java. This study uses a quantitative approach with the Structural Equation Modelling-Partial Least Squares (PLS-SEM) method. Data were collected from 500 respondents who are users of the Shopee application in West Java. The research results show that eWOM quantity has the greatest influence on purchase intention, followed by brand image, which has been shown to be a significant mediator. On the other hand, eWOM credibility and quality do not have a direct impact on purchase intention. Furthermore, situational context as a moderating variable does not have a significant impact on the relationship between eWOM quantity and brand image. This study helps e-commerce businesses create better data-driven marketing strategies. To build trust and encourage customer purchasing decisions, it is important to increase the number of reviews, enhance brand reputation, and improve the quality and credibility of the reviews.

Downloads

Download data is not yet available.

References

Ajzen, Icek. (2011). Attitudes, personality, and behavior. Open University Press.

Al Qaimari, R., Al Hassan, M., Al Dmour, H., & Aloqaily, A. (2021). The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor: an empirical study. International Journal of Networking and Virtual Organizations, 24(2), 182. https://doi.org/10.1504/ijnvo.2021.10037256

Arora, L., & Kumar Sharma, B. (2018). Influence of Review Quality, Review Quantity and Review Credibility on Purchase Intention in the context of High Involvement Products Evaluated by a double-blind review system. European Journal of Applied Business Management, Special Issue, 4(4), 25–40. https://www.researchgate.net/publication/329876782

Belk, R. W. (1975). Situational Variables and Consumer Behavior.

Evgeniy, Y., Lee, K., & Roh, T. (2019). The effect of eWom on purchase intention for Korean-brand cars in Russia: The mediating role of brand image and perceived quality. Journal of Korea Trade, 23(5), 102–117. https://doi.org/10.35611/jkt.2019.23.5.102

Firmansyah, M. A. (2018). Perilaku Konsumen Sikap dan Pemasaran.

Ghozali, I. (2021). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.2.9 Untuk Penelitian Empiris (Edisi 3) (3rd ed.). Universitas Diponegoro.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). MULTIVARIATE DATA ANALYSIS EIGHTH EDITION. www.cengage.com/highered

Hamid, R. S., & Anwar, S. M. (2019). STRUCTURAL EQUATION MODELING (SEM) BERBASIS VARIAN: Konsep Dasar dan Aplikasi dengan Program SmartPLS 3.2.8 dalam Riset Bisnis. PT Inkubator Penulis Indonesia. www.institutpenulis.id

Hoang, L. N., & Tung, L. T. (2023a). A moderated mediation model of situational context and brand image for online purchases using eWOM. Journal of Product and Brand Management, 32(4), 661–672. https://doi.org/10.1108/JPBM-02-2022-3857

Hoang, L. N., & Tung, L. T. (2023b). Electronic word of mouth, brand image and young customers’ online purchase intention during the COVID-19 pandemic. Journal of Advances in Management Research, 20(5), 883–895. https://doi.org/10.1108/JAMR-02-2023-0059

Mishra, N., & Mukherjee, S. (2019). Effect of artificial intelligence on customer relationship management of Amazon in Bangalore. International Journal of Management (IJM), 10(4), 168–172. http://iaeme.com/Home/issue/IJM?Volume=10&Issue=4

Ngo, T. T. A., Vuong, B. L., Le, M. D., Nguyen, T. T., Tran, M. M., & Nguyen, Q. K. (2024). The impact of eWOM information in social media on the online purchase intention of Generation Z. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2316933

Nguyen, C., Pham, S., & Nguyen, L. (2025). The mediating effect of brand image on the relationship between E-WOM and purchase intention: the case study of FOREO skin-care devices. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2025.2471532

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

Setiawati, D., & Madiawati, P. N. (2019). MINAT BELI KONSUMEN MELALUI APLIKASI TIX ID YANG DIPENGARUHI OLEH SOCIAL MEDIA MARKETING, BRAND IMAGE, DAN E-SERVICE QUALITY PROGRAM STUDI MANAJEMEN FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS KOMPUTER INDONESIA BANDUNG. https://katadata.co.id/berita

Sugiyono. (2013). METODE PENELITIAN KUANTITATIF KUALITATIF DAN R&D.

Sunandika, T. A., & Widodo, A. (2024). Effective Marketing Strategy: Analysis of Advertising Appeals and Nct Dream Brand Ambassadors Through Brand Image Mediation on Somethinc Product Purchase Intention. JPPI (Jurnal Penelitian Pendidikan Indonesia), 10(2). https://doi.org/10.29210/020243934

Supiyandi, A., Hastjarjo, S., & Slamet, Y. (2022b). Influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty of Shopee on Consumers’ Purchasing Decisions. In CommIT Journal (Vol. 16, Issue 1).

Widjaya, J., Lewa, B. P., & Setiadi, A. S. (2022). Increasing The Purchase Intention by Using E-Wom In F&B Products Among TikTok Users in Greater Jakarta & Tangerang.

Internet:

IDX Channel. (2021). Tertinggi di Indonesia, Transaksi eCommerce di Jawa Barat Capai Rp15 Triliun | IDX Channel. https://www.idxchannel.com/economics/tertinggi-di-indonesia-transaksi-ecommerce-di-jawa-barat-capai-rp15-triliun

Investor.id. (n.d.). Konsumen di Pulau Jawa Berkontribusi 83% terhadap Transaksi E-commerce | Investor.id. https://investor.id/business/334672/konsumen-di-pulau-jawa-berkontribusi-83-terhadap-transaksi-ecommerce

Katadata. (n.d.). Gaji Generasi Z dan Milenial banyak dibelanjakan di e-commerce. Databoks. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/bf9d8cc8981da53/gaji-generasi-z-dan-milenial-banyak-dibelanjakan-di-e-commerce

Statista. (n.d.). Most visited online marketplaces in Southeast Asia (Statistic No. 1366197). Statista. Retrieved July 5, 2025, from https://www.statista.com/statistics/1366197/sea-most-visited-online-marketplaces/