PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK DI INDONESIA: PERAN SOCIAL INFLUENCE DAN ENGAGEMENT
Keywords:
eWOM, Pengaruh Sosial, Keterlibatan Konsumen, Keputusan Pembelian, Kosmetik, Media Sosial
Abstract
Penelitian ini meneliti bagaimana konsumen Indonesia memaknai, menerima, dan memilih produk kosmetik. Hasil penelitian menunjukkan bahwa pengaruh sosial, baik normatif maupun informasional, memiliki peran besar dalam meningkatkan keterlibatan kognitif, emosional, dan perilaku ketika konsumen menilai ulasan digital di Instagram, TikTok, dan marketplace. Pengaruh dari kelompok referensi dan keyakinan terhadap kredibilitas informasi mendorong konsumen untuk lebih berhati-hati, membuat penilaian yang lebih tepat, dan membangun hubungan emosional dengan pengalaman pengguna lain. Penelitian ini juga menemukan bahwa keterlibatan psikologis dan perilaku membantu konsumen mengambil keputusan dalam mengadopsi eWOM melalui aktivitas mencari informasi, membandingkan ulasan, dan berinteraksi dengan pembuat konten. Temuan penelitian memperlihatkan bahwa eWOM menjadi sumber informasi penting yang memengaruhi perilaku pembelian kosmetik. Temuan ini sekaligus membentuk pemahaman mengenai hubungan antara adopsi eWOM, keterlibatan konsumen, dan pengaruh sosial. Penelitian ini memberikan kontribusi bagi literatur pemasaran digital dan menawarkan implikasi praktis bagi industri kosmetik melalui penguatan strategi pemasaran berbasis komunitas dan peningkatan kredibilitas ulasan.
References
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Kanje, E., Kocak, A., & Yilmaz, C. (2020). Understanding eWOM engagement: A consumer perspective. Journal of Retailing and Consumer Services, 54, 102020. https://doi.org/10.1016/j.jretconser.2019.102020
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Ngarmwongnoi, C., Oliveira, J. S., & Tantichattanon, W. (2020). The impact of information quality and attitude on eWOM adoption in social media. Computers in Human Behavior, 108, 106324. https://doi.org/10.1016/j.chb.2020.106324
Park, H. (2020). Examining the determinants of consumer engagement in social media: A self-determination theory approach. Journal of Business Research, 113, 348–359. https://doi.org/10.1016/j.jbusres.2019.09.029
Rahaman, M. S., Islam, J. U., & Mahmud, S. (2022). Exploring consumer adoption of eWOM through information acceptance model. Asia Pacific Journal of Marketing and Logistics, 34(7), 1569–1588. https://doi.org/10.1108/APJML-03-2021-0238
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Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 14(1), 47–65. https://doi.org/10.1287/isre.14.1.47.14767
Swani, K., Brown, B. P., & Milne, G. R. (2013). Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies’ Twitter communications. Industrial Marketing Management, 42(5), 884–894. https://doi.org/10.1016/j.indmarman.2013.02.012
Zhou, T., Lu, Y., & Wang, B. (2021). Examining the influence of social factors on online review adoption: A social influence perspective. Internet Research, 31(2), 456–478. https://doi.org/10.1108/INTR-02-2020-0103
Asch, S. E. (1955). Opinions and social pressure. Scientific American, 193(5), 31–35. https://doi.org/10.1038/scientificamerican1155-31
Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming (3rd ed.). Routledge.
Chetioui, Y., Lebdaoui, H., & Chetioui, H. (2021). How fashion influencers contribute to consumers’ purchase intention. Journal of Retailing and Consumer Services, 61, 102569. https://doi.org/10.1016/j.jretconser.2021.102569
Cheung, C. M., Lee, M. K., & Rabjohn, N. (2009). The impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 19(1), 47–70. https://doi.org/10.1108/10662240910927803
Chu, S. C., & Kim, Y. (2015). The role of social influence in social media: Effects on eWOM adoption and brand loyalty. Journal of Promotion Management, 21(1), 82–102. https://doi.org/10.1080/10496491.2014.955224
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982–1003. https://doi.org/10.1287/mnsc.35.8.982
Dedeoğlu, B. B., Okumus, F., & Lin, M. (2021). Perceived usefulness and ease of use in consumer engagement with eWOM: A social media perspective. Computers in Human Behavior, 122, 106842. https://doi.org/10.1016/j.chb.2021.106842
Dedeoğlu, B. B., Taheri, B., Okumus, F., & Gannon, M. J. (2019). Understanding the importance that consumers attach to social media sharing in the context of tourism experiences. Tourism Management, 75, 227–239. https://doi.org/10.1016/j.tourman.2019.05.009
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to Information Adoption Model (IAM). Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4. https://doi.org/10.11648/j.ajtas.20160501.11
Fang, Y.-H. (2014). Beyond the credibility of electronic word of mouth: Exploring eWOM adoption on social networking sites from affective and curiosity perspectives. International Journal of Electronic Commerce, 18(3), 67–102. https://doi.org/10.2753/JEC1086-4415180303
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2006). Multivariate data analysis (6th ed.). Pearson Prentice Hall.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Pearson Education.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Halaszovich, T., & Nel, J. (2017). Customer-brand engagement and brand loyalty in the online context. Journal of Product & Brand Management, 26(3), 234–245. https://doi.org/10.1108/JPBM-06-2016-1242
Hennig-Thurau, T., & Gwinner, K. P. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. https://doi.org/10.1080/0267257X.2010.500132
Hsu, C. L., Lin, J. C. C., & Chiang, H. S. (2016). The effects of social influence on consumers’ online shopping intention: The perspective of social learning theory. International Journal of Information Management, 36(3), 383–396. https://doi.org/10.1016/j.ijinfomgt.2015.12.005
Hu, N., Zhang, J., & Pavlou, P. A. (2019). Overcoming the J-shaped distribution of product reviews. Communications of the ACM, 62(10), 76–83. https://doi.org/10.1145/3359552
Islam, J. U., & Rahman, Z. (2016). The transpiring journey of customer engagement research in marketing. Management Decision, 54(8), 2008–2034. https://doi.org/10.1108/MD-01-2016-0028
Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal, 33(4), 692–724. https://doi.org/10.5465/256287
Kanje, E., Kocak, A., & Yilmaz, C. (2020). Understanding eWOM engagement: A consumer perspective. Journal of Retailing and Consumer Services, 54, 102020. https://doi.org/10.1016/j.jretconser.2019.102020
Karjaluoto, H., Munnukka, J., & Kiuru, K. (2008). Brand love and positive word of mouth: The moderating effect of experience. Journal of Product & Brand Management, 17(6), 393–402. https://doi.org/10.1108/10610420810904170
Kurniawan, D., & Subhi, R. (2021). Pengaruh social influence terhadap niat menggunakan teknologi digital. Jurnal Manajemen dan Bisnis, 8(2), 145–155. https://doi.org/10.33087/jmb.v8i2.153
Kwahk, K. Y., & Kim, H. W. (2017). Investigating the effects of social influence on online shopping behavior: A comparison between peer and expert influence. Computers in Human Behavior, 66, 46–56. https://doi.org/10.1016/j.chb.2016.09.004
Mendoza-Moreira, L., García, M. M., & Ruiz, C. R. (2024). Information acceptance model in digital consumer behavior. Journal of Interactive Marketing, 65(1), 12–25. https://doi.org/10.1016/j.intmar.2023.12.005
Moliner-Velázquez, B., Fuentes-Blasco, M., & Gil-Saura, I. (2021). eWOM in hospitality: The role of emotional engagement and consumer trust. Tourism Management Perspectives, 38, 100817. https://doi.org/10.1016/j.tmp.2021.100817
Mushtaq, R., & Ahmad, M. (2022). Social influence and online consumer behavior: A systematic review. Journal of Retailing and Consumer Services, 67, 102961. https://doi.org/10.1016/j.jretconser.2022.102961
Ngarmwongnoi, C., Oliveira, J. S., & Tantichattanon, W. (2020). The impact of information quality and attitude on eWOM adoption in social media. Computers in Human Behavior, 108, 106324. https://doi.org/10.1016/j.chb.2020.106324
Park, H. (2020). Examining the determinants of consumer engagement in social media: A self-determination theory approach. Journal of Business Research, 113, 348–359. https://doi.org/10.1016/j.jbusres.2019.09.029
Rahaman, M. S., Islam, J. U., & Mahmud, S. (2022). Exploring consumer adoption of eWOM through information acceptance model. Asia Pacific Journal of Marketing and Logistics, 34(7), 1569–1588. https://doi.org/10.1108/APJML-03-2021-0238
Rahman, M., & Mannan, M. (2018). Consumer perception of online review and purchase intention: Moderating effect of involvement. International Journal of Business and Society, 19(S4), 943–960.
Statista. (2024). Revenue of the cosmetics industry in Indonesia from 2021 to 2024. https://www.statista.com
Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 14(1), 47–65. https://doi.org/10.1287/isre.14.1.47.14767
Swani, K., Brown, B. P., & Milne, G. R. (2013). Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies’ Twitter communications. Industrial Marketing Management, 42(5), 884–894. https://doi.org/10.1016/j.indmarman.2013.02.012
Zhou, T., Lu, Y., & Wang, B. (2021). Examining the influence of social factors on online review adoption: A social influence perspective. Internet Research, 31(2), 456–478. https://doi.org/10.1108/INTR-02-2020-0103
Published
2026-02-15
How to Cite
Elsya Ardianti Saputri, Sri Vandayuli Riorini, Aqillah Kusuma Astuti Cahya Rani, & Daffa Alif Rizaldy. (2026). PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK DI INDONESIA: PERAN SOCIAL INFLUENCE DAN ENGAGEMENT. Journal of Social and Economics Research, 7(2), 1880-1896. https://doi.org/10.54783/jser.v7i2.1154
Section
Articles
