PENGARUH ELECTRONIC WORD OF MOUTH DAN HALAL LABEL TERHADAP KEPUTUSAN PEMBELIAN MIE GACOAN DENGAN KEPUASAN PELANGGAN SEBAGAI MEDIASI
DOI:
https://doi.org/10.31539/costing.v7i6.13679Keywords:
Electronic Word Of Mouth, Halal Label, Kepuasan Pelanggan, Keputusan PembelianAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (e-WOM) serta label halal terhadap keputusan konsumen dalam membeli produk Mie Gacoan, dengan menempatkan kepuasan pelanggan sebagai variabel mediator. Pengumpulan data dilakukan melalui pendekatan kuantitatif dengan menyebarkan kuesioner secara daring kepada 160 responden yang dipilih menggunakan metode purposive sampling. Responden merupakan konsumen yang pernah membeli produk tersebut di wilayah Soloraya. Data yang terkumpul diolah menggunakan perangkat lunak Smart PLS versi 4.0 guna menguji hipotesis yang telah dirumuskan. Hasil analisis menunjukkan bahwa e-WOM secara signifikan memengaruhi keputusan pembelian, sementara label halal tidak memiliki pengaruh yang signifikan. Selain itu, kepuasan pelanggan berperan sebagai mediator penuh dalam hubungan antara e-WOM dan keputusan pembelian, maupun antara label halal dan keputusan pembelian.
References
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Asnawati, Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6(1), 81–90. https://doi.org/10.5267/J.IJDNS.2021.10.001
Azzahra, A., & MH Nainggolan, B. (2022). Pengaruh Media Sosial, E-wom, Citra Merek, Kualitas Pelayanan terhadap Kepuasan Pelanggan di R Hotel Rancamaya. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(3), 481–496. https://doi.org/10.54443/sinomika.v1i3.288
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Ding, Z., Zhang, Z., & Chen, W. (2022). The Influence of Media in Purchasing Decisions for Recycled Construction and Demolition Waste Products : An Functional Near Infrared Spectroscopy Study. 16(May). https://doi.org/10.3389/fnins.2022.881537
Ginting, Y. M., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1), 329–340. https://doi.org/10.5267/j.ijdns.2022.10.001
Hamdani, N. A., Widiasih, N., Gumilar, I. R., Herlianti, A. O., & Setiana, S. M. (2023). Promotion and Experiential Marketing on Purchasing Decisions Mediated By E-Wom in Coffee Smes. Journal of Eastern European and Central Asian Research, 10(6), 900–910. https://doi.org/10.15549/jeecar.v10i6.1512
Hasan Saputra, F. (2024). Pengaruh Brand Image , Selebriti Endorse dan Label Halal Terhadap Keputusan Pembelian Dengan Kepuasan Pelanggan Sebagai Variabel Intervening ( Studi Kasus Konsumen Luwak. 3, 34–42.
Indriana, A., Sholahuddin, M., Kuswati, R., & Soepatini. (2022). The Impact of e-WOM and Celebrity Endorser on Purchase Intention Mediated by Brand Image: A Study on Halal Cosmetic Products. Journal of Business and Management Studies, 4(4), 197–210. https://doi.org/10.32996/jbms.2022.4.4.29
Jasin, M., & Firmansyah, A. (2023). The role of service quality and marketing mix on customer satisfaction and repurchase intention of SMEs products. Uncertain Supply Chain Management, 11(1), 383–390. https://doi.org/10.5267/j.uscm.2022.9.004
Kartika, M., & Ganarsih, R. L. (2019). Analisis E-Wom, Online Shopping Experience dan Trust Terhadap Keputusan Pembelian dan Kepuasan Konsumen E-Commerce Shopee pada Mahasiswa Pascasarjana Universitas Riau. Tepak Manajemen Bisnis, XI(2), 289–307.
Laili, R. R., & Canggih, C. (2021). Pengaruh Kualitas Produk, Citra Merek, Dan Label Halal Terhadap Kepuasan Konsumen Produk Body Lotion Citra (Studi Kasus Mahasiswa Surabaya). Jurnal Ekonomi Syariah Teori Dan Terapan, 8(6), 743. https://doi.org/10.20473/vol8iss20216pp743-756
Millatina, A. N., Hakimi, F., Budiantoro, R. A., & Arifandi, M. R. (2022). The Impact of Halal Label in Halal Food Buying Decisions. Journal of Islamic Economic Laws, 5(1), 159–176. https://doi.org/10.23917/jisel.v5i1.17139
Muslichah, M., Abdullah, R., & Abdul Razak, L. (2020). The effect of halal foods awareness on purchase decision with religiosity as a moderating variable: A study among university students in Brunei Darussalam. Journal of Islamic Marketing, 11(5), 1091–1104. https://doi.org/10.1108/JIMA-09-2017-0102
Nizar, M., Aini, A., Mundir, A., & Syu’aibi, M. M. (2023). Label Halal vs Kualitas Produk dalam Keputusan Pembelian Produk Makanan di Kabupaten Malang. DIES: Journal Of Dalwa Islamic Economic Studies, 2(1), 12–32. https://doi.org/10.38073/dies.v2i1.984
Nur Millatina, A., Tanzil Fawaiq Sayyaf, R., Agama Islam, F., & Muhammadiyah Malang, U. (2019). Makanan Halal Pada Street Food: Halal Awareness, Halal Knowledge, Label Halal Terhadap Keputusan Pembelian (Studi Kasus Di Kota Malang). Jurnal Ilmiah Ekonomi Islam, 9(2), 2610–2619. http://dx.doi.org/10.29040/jiei.v9i2.8462
Nurjamad, M. A., & Nur Wahyuni, N. (2023). Pengaruh Promosi Social Media Instagram Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Mie Gacoan. Indonesian Journal of Economic and Business, 1(2), 93–106. https://doi.org/10.58818/ijeb.v1i2.28
Octavia, B., & Riza, F. (2023). The Effect Of Customer Value And Brand Awareness On Customer Retention With Customer Satisfaction As A Mediating Variable. Journal Research of Social Science, Economics, and Management, 3(02), 129–143. https://doi.org/10.59141/jrssem.v3i02.553
Pahutar, I., Pristiyono, P., & Simanjuntak, D. (2023). Analisis Tingkat Pengetahuan Konsumen dan Label Halal terhadap Kepuasan Konsumen melalui Keputusan Pembelian. Remik, 7(2), 1108–1118. https://doi.org/10.33395/remik.v7i2.12285
Porto, R. B., Watanabe, E. A. de M., Barrozo, M. M. A., & Souza Júnior, E. X. de. (2021). Boca-a-boca eletrônico versus força da marca: efeitos na decisão de compra dos consumidores. International Journal of Professional Business Review, 7(1), e0250. https://doi.org/10.26668/businessreview/2022.v7i1.250
Putri, W. N., & Sholahuddin, M. (2024). Pengaruh Labelitas Halal, Dan Harga Terhadap Minat Beli Produk Skincare Wardah Dengan Brand Image Sebagai Variable Intervening. SEIKO : Journal of Management & Business, 7(1), 140–154.
Rizki, M., & Kussudyarsana, K. (2023). the Influence of Brand Image, Content Marketing, and Store Trust on Purchase Decisions: Case Study on Tiktok App User Consumers. Komitmen: Jurnal Ilmiah Manajemen, 4(2), 93–105. https://doi.org/10.15575/jim.v4i2.27573
Rivera Pantro Sukmo (2). (2023). pengaruh word of mouth, dan citra merek terhadap kepuasan pelanggan yang dimediasi dengan keputusan pembelian di mie gacoan depok. 2, 61–74.
Salmiah, Sahir, S. H., & Fahlevi, M. (2024). The effect of social media and electronic word of mouth on trust and loyalty: Evidence from generation Z in coffee industry. International Journal of Data and Network Science, 8(1), 641–654. https://doi.org/10.5267/j.ijdns.2023.8.021
Simanjuntak, D. C. Y., Salimi, V. A., Louis, V., & Johanes, T. (2020). Pengaruh Kepuasan Pelanggan, Kepercayaan Pelanggan Dan Saluran Distribusi Terhadap Keputusan Pembelian Baja Pada Pt Suminsuryamesindolestari. E-Jurnal Manajemen Universitas Udayana, 9(7), 2872. https://doi.org/10.24843/ejmunud.2020.v09.i07.p20
Vioreliana Hardhiati, & Sholahuddin, M. (2024). The Influence Of E-Wom And Perceived Ease Of Use On Purchase Interest In Muslim Fashion Products With Trust As An Intervening Variable (Study On Shopee Users In Surakarta City). 7(2), 1–23.
Waluya, A. I., Iqbal, M. A., & Indradewa, R. (2019). How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers. International Journal of Services, Economics and Management, 10(2), 177–193. https://doi.org/10.1504/IJSEM.2019.100944
Alfaini, A. A., Suprapti, I., Hasan, F., Destiarni, R. P., & Rahayu, P. S. (2024). The influence of halal labeled food products in purchasing decisions. E3S Web of Conferences, 499, 1–9. https://doi.org/10.1051/e3sconf/202449901003
Aprila, W. (2023). Pengaruh Cita Rasa, Persepsi Harga Dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Di Mie Gacoan Depok. Http://Ejournal.Asaindo.Ac.Id/Index.Php/Panorama PENGARUH, 18(2), 1–14.
Asnawati, Nadir, M., Wardhani, W., & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6(1), 81–90. https://doi.org/10.5267/J.IJDNS.2021.10.001
Azzahra, A., & MH Nainggolan, B. (2022). Pengaruh Media Sosial, E-wom, Citra Merek, Kualitas Pelayanan terhadap Kepuasan Pelanggan di R Hotel Rancamaya. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(3), 481–496. https://doi.org/10.54443/sinomika.v1i3.288
Desmaryani, S., Kusrini, N., Lestari, W., Septiyarini, D., Harkeni, A., Burhansyah, R., Kilmanun, J. C., Dewi, D. O., Kifli, G. C., Andriani, E., Sugandi, D., Soetiarso, T. A., Histifarina, D., & Siswanto, E. (2024). Investigating the role of brand image and halal labels on purchase decisions: An empirical study of rice processing firms. Uncertain Supply Chain Management, 12(1), 481–488. https://doi.org/10.5267/j.uscm.2023.9.004
Ding, Z., Zhang, Z., & Chen, W. (2022). The Influence of Media in Purchasing Decisions for Recycled Construction and Demolition Waste Products : An Functional Near Infrared Spectroscopy Study. 16(May). https://doi.org/10.3389/fnins.2022.881537
Ginting, Y. M., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1), 329–340. https://doi.org/10.5267/j.ijdns.2022.10.001
Hamdani, N. A., Widiasih, N., Gumilar, I. R., Herlianti, A. O., & Setiana, S. M. (2023). Promotion and Experiential Marketing on Purchasing Decisions Mediated By E-Wom in Coffee Smes. Journal of Eastern European and Central Asian Research, 10(6), 900–910. https://doi.org/10.15549/jeecar.v10i6.1512
Hasan Saputra, F. (2024). Pengaruh Brand Image , Selebriti Endorse dan Label Halal Terhadap Keputusan Pembelian Dengan Kepuasan Pelanggan Sebagai Variabel Intervening ( Studi Kasus Konsumen Luwak. 3, 34–42.
Indriana, A., Sholahuddin, M., Kuswati, R., & Soepatini. (2022). The Impact of e-WOM and Celebrity Endorser on Purchase Intention Mediated by Brand Image: A Study on Halal Cosmetic Products. Journal of Business and Management Studies, 4(4), 197–210. https://doi.org/10.32996/jbms.2022.4.4.29
Jasin, M., & Firmansyah, A. (2023). The role of service quality and marketing mix on customer satisfaction and repurchase intention of SMEs products. Uncertain Supply Chain Management, 11(1), 383–390. https://doi.org/10.5267/j.uscm.2022.9.004
Kartika, M., & Ganarsih, R. L. (2019). Analisis E-Wom, Online Shopping Experience dan Trust Terhadap Keputusan Pembelian dan Kepuasan Konsumen E-Commerce Shopee pada Mahasiswa Pascasarjana Universitas Riau. Tepak Manajemen Bisnis, XI(2), 289–307.
Laili, R. R., & Canggih, C. (2021). Pengaruh Kualitas Produk, Citra Merek, Dan Label Halal Terhadap Kepuasan Konsumen Produk Body Lotion Citra (Studi Kasus Mahasiswa Surabaya). Jurnal Ekonomi Syariah Teori Dan Terapan, 8(6), 743. https://doi.org/10.20473/vol8iss20216pp743-756
Millatina, A. N., Hakimi, F., Budiantoro, R. A., & Arifandi, M. R. (2022). The Impact of Halal Label in Halal Food Buying Decisions. Journal of Islamic Economic Laws, 5(1), 159–176. https://doi.org/10.23917/jisel.v5i1.17139
Muslichah, M., Abdullah, R., & Abdul Razak, L. (2020). The effect of halal foods awareness on purchase decision with religiosity as a moderating variable: A study among university students in Brunei Darussalam. Journal of Islamic Marketing, 11(5), 1091–1104. https://doi.org/10.1108/JIMA-09-2017-0102
Nizar, M., Aini, A., Mundir, A., & Syu’aibi, M. M. (2023). Label Halal vs Kualitas Produk dalam Keputusan Pembelian Produk Makanan di Kabupaten Malang. DIES: Journal Of Dalwa Islamic Economic Studies, 2(1), 12–32. https://doi.org/10.38073/dies.v2i1.984
Nur Millatina, A., Tanzil Fawaiq Sayyaf, R., Agama Islam, F., & Muhammadiyah Malang, U. (2019). Makanan Halal Pada Street Food: Halal Awareness, Halal Knowledge, Label Halal Terhadap Keputusan Pembelian (Studi Kasus Di Kota Malang). Jurnal Ilmiah Ekonomi Islam, 9(2), 2610–2619. http://dx.doi.org/10.29040/jiei.v9i2.8462
Nurjamad, M. A., & Nur Wahyuni, N. (2023). Pengaruh Promosi Social Media Instagram Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Mie Gacoan. Indonesian Journal of Economic and Business, 1(2), 93–106. https://doi.org/10.58818/ijeb.v1i2.28
Octavia, B., & Riza, F. (2023). The Effect Of Customer Value And Brand Awareness On Customer Retention With Customer Satisfaction As A Mediating Variable. Journal Research of Social Science, Economics, and Management, 3(02), 129–143. https://doi.org/10.59141/jrssem.v3i02.553
Pahutar, I., Pristiyono, P., & Simanjuntak, D. (2023). Analisis Tingkat Pengetahuan Konsumen dan Label Halal terhadap Kepuasan Konsumen melalui Keputusan Pembelian. Remik, 7(2), 1108–1118. https://doi.org/10.33395/remik.v7i2.12285
Porto, R. B., Watanabe, E. A. de M., Barrozo, M. M. A., & Souza Júnior, E. X. de. (2021). Boca-a-boca eletrônico versus força da marca: efeitos na decisão de compra dos consumidores. International Journal of Professional Business Review, 7(1), e0250. https://doi.org/10.26668/businessreview/2022.v7i1.250
Putri, W. N., & Sholahuddin, M. (2024). Pengaruh Labelitas Halal, Dan Harga Terhadap Minat Beli Produk Skincare Wardah Dengan Brand Image Sebagai Variable Intervening. SEIKO : Journal of Management & Business, 7(1), 140–154.
Rizki, M., & Kussudyarsana, K. (2023). the Influence of Brand Image, Content Marketing, and Store Trust on Purchase Decisions: Case Study on Tiktok App User Consumers. Komitmen: Jurnal Ilmiah Manajemen, 4(2), 93–105. https://doi.org/10.15575/jim.v4i2.27573
Rivera Pantro Sukmo (2). (2023). pengaruh word of mouth, dan citra merek terhadap kepuasan pelanggan yang dimediasi dengan keputusan pembelian di mie gacoan depok. 2, 61–74.
Salmiah, Sahir, S. H., & Fahlevi, M. (2024). The effect of social media and electronic word of mouth on trust and loyalty: Evidence from generation Z in coffee industry. International Journal of Data and Network Science, 8(1), 641–654. https://doi.org/10.5267/j.ijdns.2023.8.021
Simanjuntak, D. C. Y., Salimi, V. A., Louis, V., & Johanes, T. (2020). Pengaruh Kepuasan Pelanggan, Kepercayaan Pelanggan Dan Saluran Distribusi Terhadap Keputusan Pembelian Baja Pada Pt Suminsuryamesindolestari. E-Jurnal Manajemen Universitas Udayana, 9(7), 2872. https://doi.org/10.24843/ejmunud.2020.v09.i07.p20
Vioreliana Hardhiati, & Sholahuddin, M. (2024). The Influence Of E-Wom And Perceived Ease Of Use On Purchase Interest In Muslim Fashion Products With Trust As An Intervening Variable (Study On Shopee Users In Surakarta City). 7(2), 1–23.
Waluya, A. I., Iqbal, M. A., & Indradewa, R. (2019). How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers. International Journal of Services, Economics and Management, 10(2), 177–193. https://doi.org/10.1504/IJSEM.2019.100944
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2024-12-16
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