PENGARUH BRAND AMBASSADOR, WEBSITE QUALITY, DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUNSCREEN AZARINE PADA SHOPEE E-COMMERCE (STUDI PADA MAHASISWA DI BEBERAPA UNIVERSITAS DI PURWOKERTO)
Keywords:
Brand Ambassador, Website Quality, Electronic Word Of Mouth (e-WOM), Keputusan Pembelian.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador, website quality, dan electronic word of mouth (e-WOM) terhadap keputusan pembelian produk sunscreen Azarine di Shopee e-commerce. Dengan pendekatan kuantitatif, data dikumpulkan melalui kuesioner yang melibatkan 100 mahasiswa dari beberapa universitas di Purwokerto. Analisis menggunakan Software SmartPLS 3.0 menunjukkan bahwa brand ambassador dan website quality berpengaruh positif dan signifikan terhadap keputusan pembelian. Sebaliknya, electronic word of mouth (e-WOM) memiliki pengaruh positif namun tidak signifikan. Hasil penelitian ini menegaskan pentingnya pemilihan brand ambassador yang relevan serta pengembangan website yang berkualitas untuk meningkatkan keputusan pembelian. Namun, rendahnya pengaruh electronic word of mouth (e-WOM) mengindikasikan perlunya strategi promosi yang lebih efektif melalui media sosial. Kesimpulannya, faktor brand ambassador dan website quality lebih dominan memengaruhi keputusan pembelian dibandingkan electronic word of mouth (e-WOM), memberikan wawasan penting bagi perusahaan dalam mengoptimalkan strategi pemasaran mereka.
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[3] kotler and keller, marketing management. pearson education limited. 2011.
[4] a. a. m. nuha, h. j. a. astuti, and a. m. miftahuddin, “pengaruh celebrity endorsement, citra merek, kepercayaan merek dan gaya hidup terhadap keputusan pembelian produk eiger di purwokerto,” 2024.
[5] i. lathifah, n. khoiriah, b. mursito, and f. s. marwati, “keputusan pembelian ditinjau varian produk, citra merek dan brand ambassador terhadap sunscreen azarine di surakarta,” 2023, [online]. available: http://ejournal.urindo.ac.id/index.php/administrasimanajemen/index
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[10] faradasya, n. trianasari, and m. stat, “pengaruh brand ambassador kpop stray kids dan brand image the influence of brand ambassador kpop stray kids and brand image on purchase decisions (study case of e-commerce shopee),” 2021.
[11] a. t. lestari and s. b. cahya, “pengaruh brand ambassador korea lee minho, kualitas produk, dan persepsi harga terhadap keputusan pembelian sunscreen azarine (studi pada mahasiswa aktif fakultas ekonomika dan bisnis unesa),” jurnal pendidikan tata niaga (jptn), vol. 11, no. 2, 2023.
[12] y. p. rahma and m. b. setiawan, “pengaruh brand ambassador, electronic word of mouth (e-wom) dan citra merek terhadap minat beli produk sunscreen azarine,” jurnal ekonomi dan bisnis, vol. 11, no. 4, 2022.
[13] b. a. pramudita, n. hidayati, and athia ita, “pengaruh brand ambassador idol kpop dan brand image terhadap keputusan pembelian pada e-commerce shopee,” 2022.
[14] w. amalia and a. riva’i, “pengaruh brand ambassador, brand image, dan word of mouth terhadap keputusan pembelian mie instan pada remaja,” 2022.
[15] a. g. hasian and c. a. pramuditha, “pengaruh brand ambassador, brand awareness, brand image, dan brand loyalty terhadap keputusan pembelian smartphone samsung di palembang (studi kasus pada masyarakat kota palembang).”
[16] d. sigar et al., “the influence of brand ambassador, viral marketing and brand trust on the purchase decision of nike shoes at faculty of economics and business unsrat students,” vol. 9, pp. 841–850, 2021.
[17] r. rahmawati, r. d. jatmiko, and c. sa’diyah, “the effect of brand ambassador, website quality, and e-wom on purchase decision in shopee e-commerce,” jurnal maksipreneur: manajemen, koperasi, dan entrepreneurship, vol. 12, no. 1, p. 218, nov. 2022, doi: 10.30588/jmp.v12i1.1023.
[18] s. yuwono, “pengaruh e-wom, celebrity endorser dan website quality terhadap impulsive buying behavior konsumen di platform e-commerce shopee surabaya,” 2024. [online]. available: https://jurnal.ubd.ac.id/index.php/ds
[19] e. aulia, d. tantya, and i. rosyadi, “the influence of electronic word of mouth (e-wom), website quality, and consumer confidence on purchasing decisions (study on shopee e-commerce users in surakarta),” 2024.
[20] a. y. alghifari and t. septin, m. rahayu, “pengaruh diskon, kualitas website, persepsi risiko dan kepercayaan terhadap keputusan pembelian pada online shop shopee studi pada mahasiswa universitas muhammadiyah purwokerto,” 2021.
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[22] v. valencio, j. g. ony, f. bisnis, and d. akuntansi, “pengaruh kualitas website dan harga terhadap keputusan pembelian di shopee kota palembang,” jurnal ilmiah multidisiplin, vol. 1, no. 12, p. 2024, 2024, doi: 10.5281/zenodo.10466548.
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[24] p. maharani and a. m. hidayat, “pengaruh brand ambassador lee minho, electronic word of mouth dan harga terhadap keputusan pembelian produk sunscreen lokal azarine,” 2024, [online]. available: http://ejournal.urindo.ac.id/index.php/administrasimanajemen/index
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[28] p. kotler and k. keller, “marketing management. 13th edition,” 2008.
[29] e. midya rani, “pengaruh brand ambassador, brand image dan kualitas pelayanan terhadap keputusan pembelian online shop shopee,” 2022.
[30] r. lestari and n. p. ticoalu, “pengaruh kualitas website, media sosial, dan brand,” 2022.
[31] m. r. ar-rouf, n. rachma, and a. f. mustapita, “pengaruh kualitas website dan e-wom (electronic word of mouth) terhadap keputusan pembelian online pada aplikasi shopee (studi kasus pada mahasiswa feb universitas islam malang),” 2021. [online]. available: www.fe.unisma.ac.id
[32] a. m. ibrahim and h. ali, “determinan keputusan pembelian: kualitas website dan kualitas produk,” 2024, doi: 10.38035/jpsn.v2i3.
[33] d. sigar et al., “the influence of brand ambassador, viral marketing and brand trust on the purchase decision of nike shoes at faculty of economics and business unsrat students,” vol. 9, pp. 841–850, 2021.
[34] e. r. yulindasari and k. fikriyah, “pengaruh e-wom (electronic word of mouth) terhadap keputusan pembelian kosmetik halal di shopee,” journal of islamic economics and finance studies, vol. 3, no. 1, p. 55, jul. 2022, doi: 10.47700/jiefes.v3i1.4293.
[35] muhani and h. s. sabillah, “pengaruh celebrity endorser, brand image, word of mouth, kualitas website, dan persepsi harga terhadap keputuasan pembelian pada e-commerce tokopedia,” jurnal ilmiah akuntansi dan keuangan, vol. 04, no. 03, 2022.
[36] h. semuel, s. wijaya, and c. alianto, “intention website bali tourism board,” 2021, doi: 10.9744/pemasaran.15.1.28─38.
[37] p. kotler and k. keller, “marketing management. pearson education.,” 2016.
[38] sujarweni, metodologi penelitian bisnis dan ekonomi. 2015.
[39] sugiyono, “metode penelitian kuantitatif kualitatif,” 2016.
[40] sugiyono, statistika untuk penelitian. 2015.
[41] j. f. , hair, g. t. m. , hult, c. , ringle, and m. sarstedt, a primer on partial least squares structural equation modeling (pls-sem). sage. 2017.
[42] i. ghozali and h. latan, partial least squares konsep, teknik dan aplikasi menggunakan program smartpls 3.0, 2nd ed. 2015.
[43] j. f. , hair, w. c. , black, b. j. , babin, and r. e. anderson, “multivariate data analysis. pearson.,” 2014.
[44] c. , fornell and d. f. larcker, evaluating structural equation models with unobservable variables and measurement error. journal of marketing research, 18(1), 39–50. 1981.
[45] w. w. chin, the partial least squares approach for structural equation modeling. in g. a. marcoulides (ed.), modern methods for business research. psychology press. 1988.
[46] s. solihin and s. zuhdi, “pengaruh kualitas website dan kemudahan penggunaan terhadap keputusan pembelian online,” jurnal informatika kesatuan, vol. 1, no. 1, pp. 13–22, aug. 2021, doi: 10.37641/jikes.v1i1.403.
Published
2025-03-05
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Copyright (c) 2025 Bernika Nindya Siwi, Herni Justiana Astuti, Erna Handayani, Arini Hidayah
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