The Role of Social Media Marketing and E-WOM in Influencing Purchase Intention
DOI:
https://doi.org/10.54518/ebh.4.2.2025.679Keywords:
Electronic Word-of-Mouth, Micro Small and Medium Enterprises, Purchase Intention, Social Media MarketingAbstract
The increasing digitalization of consumer behavior in Indonesia has significantly reshaped marketing dynamics, urging Micro, Small, and Medium Enterprises (MSMEs), particularly in the Food and Beverage (F&B) sector, to adopt more cost-effective, targeted, and interactive online marketing strategies. Among the most influential digital tools are Social Media Marketing (SMM) and Electronic Word-of-Mouth (e-WOM), which play a vital role in shaping consumer purchase intentions by enhancing brand visibility, credibility, and engagement. Despite the growing relevance of these tools in the digital ecosystem, research exploring their integrated effects on consumer behavior remains limited, especially within the MSME context. This study seeks to examine the influence of SMM and e-WOM on consumer purchase intention by offering a comprehensive analysis of how digital marketing strategies impact behavioral outcomes. A quantitative method was applied, utilizing regression analysis through SPSS version 25 to assess data collected from respondents actively engaged with Indonesian MSMEs on platforms such as Instagram and TikTok. The findings reveal that social media marketing exerts a significant influence on purchase intention, both partially and simultaneously, when combined with e-WOM factors. These results are expected to enhance the theoretical framework surrounding digital marketing effectiveness and provide practical insights for MSMEs in Indonesia aiming to increase brand loyalty and drive purchase conversions through strategic and engaging online approaches.
References
Aditya, R. B., Handayanto, E., & Praharjo, A. (2024). The Influence of Electronic Word of Mouth and Social Media Promotion on Consumers’ Purchase Intention. Jamanika (Jurnal Manajemen Bisnis Dan Kewirausahaan), 4(01), 24–32.
Akar, E., & Dalgic, T. (2018). Understanding online consumers’ purchase intentions: a contribution from social network theory. Behaviour & Information Technology, 37(1–15).
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. In Telematics and Informatics, 34(7), 1177–1190.
Al-Gasawneh, J. A., AlZubi, K. N., Hasan, M., Ngah, A. H., & Ahmad, A. M. K. (2023). Multidimensionality of visual social media marketing and its impact on customer purchase intention on the real estate market. Innovative Marketing, 19(1), 101–112.
Alnaser, F., Alghizzawi, M., Abualfalayeh, G., Omeish, F., Alharthi, S., & Al Koni, S. R. (2024). International Review of Management and Marketing the Impact of Social Media Marketing Activities on Purchase Intention. International Review of Management and Marketing, 6(3) 288–300.
Andriyanto, M. A., Fitriadi, B. W., & Oktaviani, N. F. (2024). The Influence of Digital Marketing and Electronic Word of Mouth on Purchasing Decisions (Survey of Lestari Product UMKM Consumers). Journal of Management, Economic, and Accounting, 3(2), 273-284.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & marketing, 32(1), 15-27.
Ceyhan, A. (2019). The impact of perception related social media marketing applications on consumers’ brand loyalty and purchase intention. EMAJ: Emerging Markets Journal, 9(1), 88-100.
Dessart, L., & Pitardi, V. (2019). How stories generate consumer engagement: An exploratory study. Journal of Business Research, 104, 183-195.
Farzin, M., Sadeghi, M., Fattahi, M., & Eghbal, M. R. (2022). Effect of Social Media Marketing and eWOM on Willingness to Pay in the Etailing: Mediating Role of Brand Equity and Brand Identity. Business Perspectives and Research, 10(3), 327–343.
Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of interactive marketing, 27(4), 242-256.
Gunawan, D. D., & Huarng, K. H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of business research, 68(11), 2237-2241.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of product & brand management, 22(5/6), 342-351.
Khasanah, U., & Sasana, H. (2022). Empirical relationship between gender equality and socio-economic developments: An error correction model. Arthatama, 6(1), 12-25.
Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164–171.
Mahmud, M. S., Islam, M. N., Ali, M. R., & Mehjabin, N. (2024). Impact of electronic word of mouth on customers’ buying intention considering trust as a mediator: A SEM approach. Global Business Review, 25(2), 184-198.
Mala, I. K., Sudarmiatin, & Wardana, L. W. (2023). The Effect of Social Media Marketing, E-WoM on Purchase Intention Mediated by Brand Image and Brand Trust: Halal Product FnB MSMEs in Malang City. Indonesian Journal of Business Analytics, 3(5), 1939–1956.
Marpaung, C. R., Za’im Tsabit, I. A., & Pangestuti, I. R. D. (2024). The role of Gen-Z in supporting sustainable development through green economy towards Golden Indonesia 2045. Research Horizon, 4(4), 315-320.
Masukujjaman, M., Wang, C. K., Alam, S. S., Lin, C. Y., Ho, Y. H., & Siddik, A. B. (2023). Green Home Buying Intention of Malaysian Millennials: An Extension of Theory of Planned Behaviour. Buildings, 13(1), 9.
Meliawati, T., Gerald, S. C., & Aruman, A. E. (2023). The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention. Journal of Consumer Sciences, 8(1), 77–92.
Miller, K. D., Fabian, F., & Lin, S. J. (2009). Strategies for online communities. Strategic Management Journal, 30(3), 305–322.
Moran, G., Muzellec, L., & Johnson, D. (2020). Message content features and social media engagement: evidence from the media industry. Journal of Product & Brand Management, 29(5), 533-545.
Mulyono, R. A., & Pasaribu, L. H. (2021). The impact of mobile service quality and brand image on customer loyalty. Enrichment: Journal of Management, 12(1), 1-7.
Oktafani, F., KM, N. N., Saputri, M. E., & Saraswati, T. G. (2020, November). Social Media Marketing, Electronic Word of Mouth, and its Effect on Purchase Decision Process on The Warunk Upnormal Consumer. In Proceeding of Japan International Business and Management Research Conference, 1(1), 86-90.
Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147-162.
Pookulangara, S., & Koesler, K. (2011). Cultural influence on consumers' usage of social networks and its' impact on online purchase intentions. Journal of retailing and consumer services, 18(4), 348-354.
Putri, A. A., Rizan, M., & Febrilia, I. (2022). Impact of Social Media Marketing and E-WOM on Purchase Decisions through Purchase Intention: Study on Ready-to-Eat Food. Jurnal Dinamika Manajemen dan Bisnis Vol, 5(2), 122-131.
Sanny, L., Hamada, A., Prameswari, A., & Setiawan, A. (2022, September). Effects of Social Media Marketing in Cloud Kitchen Towards Online Platform in Indonesia. In 2022 International Seminar on Application for Technology of Information and Communication (iSemantic), 41(2), 367-371.
Singh, S., & Sonnenburg, S. (2012). Brand performances in social media. Journal of interactive marketing, 26(4), 189-197.
Sulthana, A. N., & Vasantha, S. (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1-5.
Suparjo, S., & Dana, Y. A. (2024). The Role of Corporate Social Responsibility and Reputation Management in Global Marketing Success. Economic and Business Horizon, 3(3), 102-107.
Wijaya, K., Lapian, S. J., & Tielung, M. V. (2024). Analysing the influence of electronic word of mouth (ewom) and social media influencer on purchase intention for culinary businesses at flamboyan street manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 12(03), 313-325.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
