The Influence of Digital Marketing, E-WOM, and Trust on Purchasing Decisions at blibli.com: A Case Study of blibli.com E-Commerce Consumers in Kudus

Abstract

This research aims to determine the influence of digital marketing, e-WOM, and trust on purchasing decisions on blibli.com e-commerce in Kudus. This research uses a quantitative approach with primary data sources. The population of this research comprises all blibli.com e-commerce consumers in Kudus, the exact number of which is not known. The sample was determined using purposive sampling techniques, with a sample size of 115 respondents. The data analysis methods employed include the classical assumption test, multiple linear regression analysis, t and F hypothesis tests, and the coefficient of determination test. The research results indicate that: (1) there is a positive influence of digital marketing on purchasing decisions; (2) there is a positive influence of e-WOM on purchasing decisions; (3) there is no influence of trust on purchasing decisions; (4) there is a simultaneous influence between digital marketing, e-WOM, and trust on purchasing decisions on e-commerce blibli.com in Kudus.


Keywords: digital marketing, e-WOM, trust, purchasing decisions

References
[1] Arif M. Pengaruh Social Media Marketing, Electronic Word Of Mouth (EWOM) Dan lifestyle Terhadap Keputusan Pembelian Online. SiNTESa Seminar Nasional Teknologi Edukasi Sosial Dan Humaniora. 2021;1(1):111–22.

[2] Azhar, M., Sutiono, H. T., & Wisnalmawati. 2021. the Effect of Digital Marketing and Electronic Word of Mouth on Purchase Decisions and Customer Satisfaction. Seminar Nasional.289–305.

[3] Chakti G. The Book Of Digital Marketing: Buku Pemasaran Digital. Celebes Media Perkasa, Makassar; 2019.

[4] Hair JF, Black WC, Babin BJ, Anderson RE. Multivariate Data Analysis. 7th ed. Upper Saddle River: Pearson Education; 2014.

[5] Ilmiyah K, Krishernawan I. Pengaruh Ulasan Produk, Kemudahan, Kepercayaan, Dan Harga Terhadap Keputusan Pembelian Pada Marketplace Shopee Di Mojokerto. Jurnal Manajemen. 2020;6(1):31–42.

[6] Index TB. 2022. Top Brand Index Beserta Kategori Lengkap | Top Brand Award. https://www.topbrand-award.com/topbrandindex/? tbi_year=2022&type=brand&tbi_find=blibli

[7] Iprice.insights, 2022. Daftar 50 Website & Aplikasi E-Commerce di Indonesia. https://iprice.co.id/insights/mapofecommerce/

[8] Kotler P, Keller KL. Marketing Management. 15th ed. New Jersey: Pearson Education,Inc.; 2016.

[9] Mbete GS, Tanamal R. Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal IPTA. 2020;5(2):100–10.

[10] Millennium AS, Suardana IW, Negara IM. Pengaruh Digital Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Pada Startup Bike. Jurnal IPTA. 2021;9(1):173–7.

[11] Putri, P. M., & Marlen, R. A. 2022. Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Vol.5, No.1:25–36. https://doi.org/10.36778/jesya.v5i1.510.

[12] Santi. 2023. Blibli Salah Proses Laporan Customer, Seller Wallet Saya Ter-suspend - Media Konsumen. Media Konsumen. https://mediakonsumen.com/2023/03/06/suratpembaca/ blibli-salah-proses-laporan-customer-seller-wallet-saya-tersuspend. diakses Maret 2023.

[13] Sari VE. Pengaruh E-Wom, Lifestyle, Kepercayaan Terhadap Keputusan Pembelian Ticket Online booking pada situs traveloka.com di ponorogo (Studi Kasus Pembelian Tiket Pesawat Dan Kereta Api. E-Journal Administrasi Bisnis. 2019;7(4):474–87.

[14] Sujarweni V. Metodologi Penelitian Bisnis & Ekonomi. Pustaka Baru,Yogjakarta; 2015.

[15] Wijaya IG, Pratami NW, Muryatini NN, Yasa IG. Pengaruh Electronic Word Of Mouth (E-Wom), Presepsi Risiko, Kepercayaan Pelanggan, Dan Keputusan Pembelian Di E-Commerce Tokopedia. E-Jurnal Manajemen. 2022;11(1):190–209.

[16] Wirata IN. Pengaruh Pemasaran Digital Dan Citra Merek Terhadap Keputusan Pembelian In-House Event Di Seminyak, Bali. 2021;20(1):68–74.