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All Journal GEMA EKSOS JAB (Jurnal Akuntansi & Bisnis) BBM (Buletin Bisnis dan Manajemen) Journal of Economics and Social Sciences
Is Solikhatun, Is
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Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Social Sciences

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Journal : Journal of Economics and Social Sciences

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The Influence of E-WOM on Facebook Social Media on Purchase Decition with Purchase Intention as a Mediation Variable Solikhatun, Is; Rahayu, Teguh Imam; Ridwan, Ali
Journal of Economics and Social Sciences (JESS) Vol. 4 No. 2 (2025): Journal of Economics and Social Sciences (JESS)
Publisher : CV. Civiliza Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59525/jess.v4i2.860

Abstract

Small and medium-sized enterprises (SMEs), such as the producer of Bakso Balungan Mak Jah in Tempuran Village, Demak, are increasingly using social media as a key strategy in the digital era. This study aims to analyze the influence of electronic word of mouth (e-WOM) on consumer purchase decisions by considering the mediating role of purchase intention. A quantitative method is used in this research, employing the Structural Equation Modeling Partial Least Squares (SEM-PLS) approach, supported by SmartPLS version 3.2.9. Data were collected from 100 individuals who actively use Facebook. The analysis results show that e-WOM significantly affects both purchase intention and purchase decision. Furthermore, purchase intention partially mediates the influence of e-WOM on purchase decision. The findings indicate that credible and positive online reviews can enhance consumers’ desire to purchase and support better decision-making. This study offers practical recommendations for digital marketing strategies for local SMEs and highlights the importance of managing online reputation.
Co-Authors As’ad Musthofa Dyah Kusumawati Nur H, Teguh Pamuji Tri Ridwan, Ali Teguh Imam Rahayu