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All Journal YUME : Journal of Management JER
Saleh, Khoirul Alfian
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Social Sciences

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The Impact of E-Service Quality and E-market Orientation on E-wom through E-trust as a Mediator for Shopee Users kolefiyan, Ihsyan; Kurniawati, Hasni Dyah; Arofah, Ummu; Sari, Mirna Aulia; Saleh, Khoirul Alfian; Rabbani, Luthfi Dzaki
Jurnal Economic Resource Vol. 7 No. 2 (2024): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v7i2.1103

Abstract

This study aims to evaluate the impact of service quality (E-service quality) and E-Market Orientation (E-market orientation) on electronic word of mouth (E-WOM) through trust (E-trust) as an intermediary variable among Shopee users. This research uses a quantitative method that collects data through an online survey involving 107 respondents. Data analysis was carried out through Structural Equation Modeling (SEM) using SmartPLS 3.0. Research findings show that E-service quality and E-market orientation have a positive and significant influence on E-trust. Apart from that, E-trust has been proven to play a mediating role in the influence of E-service quality and E-market orientation on E-WOM. Validity and reliability tests show that the research instrument meets the required criteria, with a moderate R² value for the dependent variable. The findings from this research emphasize the importance of E-commerce companies such as Shopee to continue to improve service quality and E-Market Orientation in order to build consumer trust and encourage positive E-WOM
Strategi Digital Green Marketing Pada Umkm Dan Dampaknya Terhadap Electronic Word Of Mouth (E-Wom) : Analisis Konten Kampanye Hijau Di Media Sosial Tiktok (@Barkas_Market) Saleh, Khoirul Alfian; Imfrianti Augtiah, Muhammad Ardiansyah, Dyah Ayu Saraswati,
YUME : Journal of Management Vol 8, No 3 (2025)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i3.10192

Abstract

Penelitian ini bertujuan untuk mendeskripsikan secara kuantitatif strategi digital green marketing yang diterapkan oleh UMKM Barkas Market melalui kampanye hijau di media sosial TikTok, serta menganalisis dampaknya terhadap electronic word of mouth (e-WOM). Barkas Market merupakan platform yang menghubungkan konsumen dengan barang bekas berkualitas hasil lelang dari hotel, restoran, perusahaan, dan instansi pemerintah, yang dipasarkan kembali dengan harga terjangkau dan mengedepankan prinsip keberlanjutan. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan analisis konten dan statistik deskriptif terhadap aktivitas TikTok Barkas Market selama periode 10 Mei 2024 hingga 10 Mei 2025. Hasil penelitian menunjukkan bahwa strategi green marketing Barkas Market mampu meningkatkan interaksi digital secara signifikan, dengan perolehan 51.000 likes, 12.000 komentar, 6.627 shares, 6.400.000 views, dan pertumbuhan followers dari 200 menjadi 15.300. Sentimen komentar didominasi oleh kategori positif, yang menunjukkan dukungan dan ketertarikan audiens terhadap produk bekas berkualitas dan harga terjangkau. Penelitian ini memberikan kontribusi empiris terhadap literatur green marketing di era digital, khususnya pada konteks UMKM di Indonesia, serta menawarkan rekomendasi praktis bagi pelaku UMKM lain dalam membangun brand awareness dan loyalitas pelanggan melalui media sosial.. Keywords: e-WOM, green marketing digital, kampanye hijau, TikTok, UMKM
Co-Authors Arofah, Ummu Hasni Dyah Kurniawati Amin Wahyudi, Hasni Dyah Kurniawati Imfrianti Augtiah, Muhammad Ardiansyah, Dyah Ayu Saraswati, kolefiyan, Ihsyan Rabbani, Luthfi Dzaki Sari, Mirna Aulia