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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal of Business Management
Siti Putri Luthfiyyah
Universitas Sumatera Utara
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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THE IMPACT OF ONLINE REVIEWS AND VOLUME REVIEWS ON CONSUMER PURCHASE DECISIONS IN SHOPEE: A QUANTITATIVE ANALYSIS Samuel Morales Simanjuntak; Siti Putri Luthfiyyah; Astrea Wulanda; Syafrizal Helmi Situmorang
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 4 No. 3 (2024): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v4i3.2190

Abstract

This study discusses the effect of Online Reviews and Volume Reviews on Purchasing Decisions. Quantitative research approach by examining 91 respondents of Shopee E-commerce users. The sample was selected using a total sampling approach. Data collection was carried out with an online questionnaire and data analysis using SPSS version 27. Research findings show that Online Reviews and Volume Reviews have a significant effect on Purchasing Decisions. The impact of online reviews and volume reviews underscores the relationship between reviews made by consumers and the number of reviews on a product or service in influencing consumer behavior in purchasing decisions.
The Influence of Green Marketing and Electronic Word of Mouth (E-Wom) On Repurchase Intention with Brand Image as a Mediating Variable at Fore Coffee Siti Putri Luthfiyyah; Endang Sulistya Rini; Beby Karina Fawzeea Sembiring
Journal of Business Management Vol. 4 No. 1 (2026): August (In Progress)
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jobm.v4i1.207

Abstract

The increasing consumer awareness of environmental issues and the rapid growth of digital technology have encouraged companies to adopt more sustainable and technology-based marketing strategies. This study aims to analyze the influence of green marketing and electronic word of mouth (E-WOM) on repurchase intention with brand image as a mediating variable among Fore Coffee consumers. The rise of environmental consciousness and the widespread use of digital platforms have driven businesses to optimize environmentally friendly marketing strategies and leverage online communication to enhance customer loyalty. This study employs a quantitative approach using a survey method. The sampling technique used is accidental sampling, with a total of 220 respondents who are Fore Coffee consumers. The data analysis method used is Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results show that green marketing has a positive and significant effect on brand image and repurchase intention. Electronic word of mouth (E-WOM) also has a positive and significant effect on brand image and repurchase intention. Furthermore, brand image has a positive and significant effect on repurchase intention. The indirect effect testing indicates that brand image significantly mediates the relationship between green marketing and E-WOM on repurchase intention. These findings indicate that the implementation of consistent green marketing strategies and positive, informative online communication can enhance brand image, which in turn increases consumers repurchase intention. The implications of this study highlight the importance for Fore Coffee to strengthen green marketing practices, improve digital interaction quality, and build a strong brand image to enhance customer loyalty and competitiveness in the modern coffee industry.
Co-Authors Astrea Wulanda Beby Karina Fawzeea Sembiring Endang Sulistya Rini Samuel Morales Simanjuntak Syafrizal Helmi Situmorang