Pengaruh Digital Marketing terhadap Keputusan Pembelian Online
Abstract
Shopee is an online marketplace application, shopee offers a variety of products such as electronics, mother and child needs, fashion, make up and skin care, even fresh vegetables are sold at shopee. This study aims to examine the effect of digital marketing, influencer marketing and online customer reviews on online purchasing decisions. The objects used in this study are Shopee e-commerce users. The sampling technique used is proportional sampling method with 120 respondents. Data analysis uses multiple regression and it is found that digital marketing, influencer marketing online customer reviews have a significant effect on online purchasing decisions.
Keywords:
Digital Marketing, Influencer Marketing, Online Customer Review dan Keputusan Pembelian
References
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As’ad H, Anas Y, A. R., & Alhadid. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Provider in Jordan. Science Private University, 3.
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Butarbutar, L. (2019). Pengaruh Online Customer Review, Influencer Marketing, dan Kualitas Website Terhadap Keputusan Pembelian Online Shop Shopee pada Mahasiswa/I Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. Universitas Sumatera Utara. http://repositori.usu.ac.id/handle/123456789/24108
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Dzulqarnain, I. (2019). Pengaruh Fitur Online Customer Review Terhadap Keputusan Pembelian Produk Pada Marketplace Shopee. Universitas Jember.
Evans dan McKee. (2010). Social Media Marketing The Next Generation of Business Engagement, Wiley Publishing, Inc : Canada.
Filieri, R., 2014. What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), pp.1261– 1270.
Hidayati, N. L. (2018). Pengaruh Viral Marketing, Online Consumer Riviews Dan Harga Terhadap Keputusan Pembelian Shopee Di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 6(2), 77–84.
Hisam, S. (2018). Digital Marketing: Pengertian Menurut Para Ahli ( Manfaat—Kelebihan—Kekurangan ).
Ilhami, S. R. N. (2018). Pengaruh Celebrity Endorser Dan Citra Merek Dalam Iklan Terhadap Keputusan Pembelian (Studi Kasus Pada Kerudung Zoya Pada Outlet Zoya Purwokerto). Institut Agama Islam Negeri.
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Lackermair, G., Kaile, D., & Kanmaz, K. (2013). Importance of Online Product Reviews from a Consumer’s Perspective. Advances in Economics and Business, 1(1), 1–5. https://doi.org/10.13189/aeb.2013.010101
Laluyan, G. I., Wibowo, I., & Setiorini, A. (2019). Implementasi Digital Marketing Terhadap Keputusan Pembelian Konsumen JD.id Jakarta. Jurnal Manajemen Bisnis Krisnadwipayana, 7(3).
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Mayzlin, D., & Godes, D. (2002). Using Online Conversations to Study Word of Mouth Communication. Marketing Science. https://doi.org/10.2139/ssrn.327841
Mileva, L, & DH, A. F. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis, 58, 190–199.
Mo, Z., Li, Y., & Fan, P. (2015). Effect of Online Reviews on Consumer Purchase Behavior. Journal of Service Science and Management, 419 - 424.
Moreno, S, M., Calderon, G. G. A., and Moreno, F, M. (2016). Social Media Marketing Persppective In The Organization In Morelia, Mexico. International Journal Of Marketing Studies. 8 (2), 128.
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Ningsih, E. S. P. (2019). Pengaruh Rating Dan Online Customer Review Terhadap Keputusan Pembelian Secara Online Pada Marketplace Shopee. Universitas Muhammadiyah Surakarta.
Pebrianti, W., Arweni, & Awal, M. (2020). Digital Marketing, e-WOM, Brand Awareness dan Keputusan Pembelian Kopi Milenial. Jurnal Ekomi & Sosial, 11(1). https://doi.org/DOI: https://doi.org/10.35724/jies.v11i1.2848
Poluakan, I. H., & Pangemanan, S. S. (2014). The Impact Of Sponsorship, Event, And Publicity To Consumer Decision Making Of Pt. Hasjrat Abadi. Jurnal EMBA, 2(3), 1183–1191.
Rahmawati, S. I. (2020). Pengaruh Kualitas Produk, Online Consumer Review, Dan Kepercayaan Terhadap Keputusan Pembelian Online Di Instagram (Study Empiris Pada Mahasiswa Universitas Muhammadiyah Surakarta). Universitas Muhammadiyah.
Romadlon, A., Marlien, R. A., & Widysari, S. (2020). Pengaruh Digital Marketing, Kepercayaan Dan Kualitas Produk Terhadap Niat Beli (Studi Pada Akun Instagram Kawaii Coklat). Proceeding SENDIU 2020, 701–707.
Rose, B. (2020). Pengaruh Authenticity, Brand Fit, Community, Dan Content Dalam Mukbang Influencer Di Youtube Terhadap Keputusan Pembelian ( Studi Influencer Marketing Terhadap Keputusan Pembelian Produk Restoran Magal Pada Subscribers Tanboykun). Universitas Pertamina. https://library.universitaspertamina.ac.id//xmlui/handle/123456789/1126
Royan, F. M. (2005). Marketing Selebritis. PT. Elex Media Komputindo.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behaviour (10th ed.). New Jersey, Pearson. Prentice Hall.
Schiffman, L., & Kanuk, L. L. (2007). Dan. 2007. Consumer Behaviour 7 th. Edition. (Perilaku Konsumen). Jakarta: PT. Indeks.
Sudha, M., & Sheena, K. (2017). Impact of Influencers in Consumer Decision Process: The Fashion Industry. SCMS Journal of Indian Management, 14(3), 16.
Sudjatmika, F. V. (2017). Pengaruh Harga, Ulasan Produk, Kemudahan dan Keamanan Terhadap Keputusan Pembelian Secara Online di Tokopedia.com. AGORA, 5(1). http://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/5227
Wardhani, J. S. (2020). Pengaruh Content Marketing Dan Influencer Terhadap Purchase Intention Generasi Milenial Dalam Menggunakan Layanan Jasa [Universitas Islam Negeri Sunan Kalijaga]. http://digilib.uin-suka.ac.id/id/eprint/39509
Widya, C. A., & Riptiono, S. (2019). Pengaruh Online Customer Review dan Viral Marketing Terhadap Keputusan Pembelian dengan Customer Trust Sebagai Intervening. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 1(1), 75–84.
Wijaya, W. H. (2019). Pengaruh Persepsi Harga, E-WOM, Dan Garansi Terhadap Kepercayaan Serta Dampaknay Terhadap Niat Beli Ulang (Studi Pada Konsumen LAZADA Di Kota Pontianak). Jurnal Manajemen Update, 8(3). https://jurnal.untan.ac.id/index.php/ejmfe/article/view/33302
Yogastrian, I. (2020). Analisis Pengaruh Promosi, Influencer, dan Media Sosial Instagram terhadap Keputusan Pembelian Produk Sepatu (Study Kasus pada Sepatu Brand Lokal) [Universitas Muhammadiyah Surakarta]. http://eprints.ums.ac.id/id/eprint/83761
Yuswianto. (2009). Metodologi Penelitian. UIN Maliki.
Ardianti, A. N., & Widiartanto. (2019). Pengaruh Online Customer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui marketplace Shopee. Jurnal Ilmu Administrasi Bisnis, 8(2), 55–66.
As’ad H, Anas Y, A. R., & Alhadid. (2014). The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Provider in Jordan. Science Private University, 3.
Azizah, U. (2020). Pengaruh Digital Marketing Dan Customer Relationship Marketing Terhadap Keputusan Nasabah Produk Tabungan Faedah Brisyariah iB (Survei pada Nasabah Bank BRI Syariah KCP Purbalingga). Repository IAIN Purwokerto. http://repository.iainpurwokerto.ac.id/id/eprint/8813
Batu, R. L., Situngkir, T. L., Krisnawati, I., & Halim, S. (2019). Pengaruh Digital Marketing Terhadap Online Purchase Decision Pada Platform Belanja Online Shopee Pengarang. Jurnal Ekonomi & Bisnis, 18(2), 144–152.
Brown, D., & Hayes, N. (2008). Influencer marketing (1st ed.).
Brown, Danny & Fiorella, Sam. 2013, Influence Marketing – How to create, manage, and measure brand influencers in social media maketing, Que Publishing, 222 pages.
Butarbutar, L. (2019). Pengaruh Online Customer Review, Influencer Marketing, dan Kualitas Website Terhadap Keputusan Pembelian Online Shop Shopee pada Mahasiswa/I Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara. Universitas Sumatera Utara. http://repositori.usu.ac.id/handle/123456789/24108
Danty, N. S., Jushermi, & Nursanti, A. (2020). Pengaruh Online Consumer Review Dan Rating Terhadap Kepercayaan Kosumen Dan Keputusan Pembelian Pada E-Commerce Shopee Di Kota Pekabaru. JOM FEB, 7(2).
Dzulqarnain, I. (2019). Pengaruh Fitur Online Customer Review Terhadap Keputusan Pembelian Produk Pada Marketplace Shopee. Universitas Jember.
Evans dan McKee. (2010). Social Media Marketing The Next Generation of Business Engagement, Wiley Publishing, Inc : Canada.
Filieri, R., 2014. What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), pp.1261– 1270.
Hidayati, N. L. (2018). Pengaruh Viral Marketing, Online Consumer Riviews Dan Harga Terhadap Keputusan Pembelian Shopee Di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 6(2), 77–84.
Hisam, S. (2018). Digital Marketing: Pengertian Menurut Para Ahli ( Manfaat—Kelebihan—Kekurangan ).
Ilhami, S. R. N. (2018). Pengaruh Celebrity Endorser Dan Citra Merek Dalam Iklan Terhadap Keputusan Pembelian (Studi Kasus Pada Kerudung Zoya Pada Outlet Zoya Purwokerto). Institut Agama Islam Negeri.
Kotler, P. (2008). 2008. Manajemen Pemasaran, edisi tiga belas, terjemahan bob sabran MM. Jakarta :Erlangga. Erlangga, Jakarta.
Kotler, P., & Keller Lane., K. (2018). Manajemen Pemasaran (13rd ed.). Erlangga.
Lackermair, G., Kaile, D., & Kanmaz, K. (2013). Importance of Online Product Reviews from a Consumer’s Perspective. Advances in Economics and Business, 1(1), 1–5. https://doi.org/10.13189/aeb.2013.010101
Laluyan, G. I., Wibowo, I., & Setiorini, A. (2019). Implementasi Digital Marketing Terhadap Keputusan Pembelian Konsumen JD.id Jakarta. Jurnal Manajemen Bisnis Krisnadwipayana, 7(3).
Lee, E.-J., & Shin, S. Y. (2014). When do Consumers Buy Online Product Reviews? Effects of Review Quality, Product Type, and Reviewer’s Photo. Computers in Human Behavior, 31, 356–366. https://doi.org/10.1016/j.chb.2013.10.050
Mahalaxmi, & Ranjith. (2016). Mahalaxmi, Ranjith, (2016), A Study on Impact of Digital Marketing in Customer Purchase Decision in Trichy,. International Journal for Innovative Research in Science & Technology (IJIRST), 2(10).
Malik, R. (2017). Impact of Digital Marketing on Youth Buying Behaviour at Big Bazaar in Udupi. Nternational Journal for Innovative Research in Science & Technology (IJIRST), 3(8).
Mayzlin, D., & Godes, D. (2002). Using Online Conversations to Study Word of Mouth Communication. Marketing Science. https://doi.org/10.2139/ssrn.327841
Mileva, L, & DH, A. F. (2018). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis, 58, 190–199.
Mo, Z., Li, Y., & Fan, P. (2015). Effect of Online Reviews on Consumer Purchase Behavior. Journal of Service Science and Management, 419 - 424.
Moreno, S, M., Calderon, G. G. A., and Moreno, F, M. (2016). Social Media Marketing Persppective In The Organization In Morelia, Mexico. International Journal Of Marketing Studies. 8 (2), 128.
Muhasri, A. J. (2020). Pengaruh Ulasan Pelanggan, Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk Kosmetik di Shopee [Universitas Pertamina]. https://library.universitaspertamina.ac.id//xmlui/handle/123456789/909
Ningsih, E. S. P. (2019). Pengaruh Rating Dan Online Customer Review Terhadap Keputusan Pembelian Secara Online Pada Marketplace Shopee. Universitas Muhammadiyah Surakarta.
Pebrianti, W., Arweni, & Awal, M. (2020). Digital Marketing, e-WOM, Brand Awareness dan Keputusan Pembelian Kopi Milenial. Jurnal Ekomi & Sosial, 11(1). https://doi.org/DOI: https://doi.org/10.35724/jies.v11i1.2848
Poluakan, I. H., & Pangemanan, S. S. (2014). The Impact Of Sponsorship, Event, And Publicity To Consumer Decision Making Of Pt. Hasjrat Abadi. Jurnal EMBA, 2(3), 1183–1191.
Rahmawati, S. I. (2020). Pengaruh Kualitas Produk, Online Consumer Review, Dan Kepercayaan Terhadap Keputusan Pembelian Online Di Instagram (Study Empiris Pada Mahasiswa Universitas Muhammadiyah Surakarta). Universitas Muhammadiyah.
Romadlon, A., Marlien, R. A., & Widysari, S. (2020). Pengaruh Digital Marketing, Kepercayaan Dan Kualitas Produk Terhadap Niat Beli (Studi Pada Akun Instagram Kawaii Coklat). Proceeding SENDIU 2020, 701–707.
Rose, B. (2020). Pengaruh Authenticity, Brand Fit, Community, Dan Content Dalam Mukbang Influencer Di Youtube Terhadap Keputusan Pembelian ( Studi Influencer Marketing Terhadap Keputusan Pembelian Produk Restoran Magal Pada Subscribers Tanboykun). Universitas Pertamina. https://library.universitaspertamina.ac.id//xmlui/handle/123456789/1126
Royan, F. M. (2005). Marketing Selebritis. PT. Elex Media Komputindo.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behaviour (10th ed.). New Jersey, Pearson. Prentice Hall.
Schiffman, L., & Kanuk, L. L. (2007). Dan. 2007. Consumer Behaviour 7 th. Edition. (Perilaku Konsumen). Jakarta: PT. Indeks.
Sudha, M., & Sheena, K. (2017). Impact of Influencers in Consumer Decision Process: The Fashion Industry. SCMS Journal of Indian Management, 14(3), 16.
Sudjatmika, F. V. (2017). Pengaruh Harga, Ulasan Produk, Kemudahan dan Keamanan Terhadap Keputusan Pembelian Secara Online di Tokopedia.com. AGORA, 5(1). http://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/5227
Wardhani, J. S. (2020). Pengaruh Content Marketing Dan Influencer Terhadap Purchase Intention Generasi Milenial Dalam Menggunakan Layanan Jasa [Universitas Islam Negeri Sunan Kalijaga]. http://digilib.uin-suka.ac.id/id/eprint/39509
Widya, C. A., & Riptiono, S. (2019). Pengaruh Online Customer Review dan Viral Marketing Terhadap Keputusan Pembelian dengan Customer Trust Sebagai Intervening. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 1(1), 75–84.
Wijaya, W. H. (2019). Pengaruh Persepsi Harga, E-WOM, Dan Garansi Terhadap Kepercayaan Serta Dampaknay Terhadap Niat Beli Ulang (Studi Pada Konsumen LAZADA Di Kota Pontianak). Jurnal Manajemen Update, 8(3). https://jurnal.untan.ac.id/index.php/ejmfe/article/view/33302
Yogastrian, I. (2020). Analisis Pengaruh Promosi, Influencer, dan Media Sosial Instagram terhadap Keputusan Pembelian Produk Sepatu (Study Kasus pada Sepatu Brand Lokal) [Universitas Muhammadiyah Surakarta]. http://eprints.ums.ac.id/id/eprint/83761
Yuswianto. (2009). Metodologi Penelitian. UIN Maliki.
Published
2022-01-01
Section
Articles
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