The Effect Of Electronic Word Of Mouth (E-Wom), Live Commerce (Live Shopping), And Affilate Marketing On Purchase Decisions With Purchase Interest As An Intervening Variable
Keywords:
Electronic Word of Mouth, Live Commerce, Affiliate Marketing, Purchase Interest, Purchase DecisionAbstract
This research aims to analyze the influence of Electronic Word of Mouth (E-WOM), Live Commerce, and Affiliate Marketing on purchase decisions, with purchase interest as an intervening variable. The study employs a quantitative approach with a survey method targeting active Shopee users in Cimahi City. The analytical technique utilized is Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results demonstrate that E-WOM significantly influences both purchase interest and purchase decisions. Purchase interest also proves to have a significant impact on purchase decisions, thus functioning as an intervening variable. Meanwhile, Live Commerce and Affiliate Marketing do not exhibit significant direct effects on either purchase interest or purchase decisions. The R² values for purchase interest and purchase decision are 0.593 and 0.621 respectively, indicating the research model possesses good predictive capability. The implications of these findings suggest that E-WOM strategies play a dominant role in influencing consumer behavior on e-commerce platforms. Companies are advised to optimize digital communication strategies based on customer reviews and testimonials to enhance purchase interest and decisions.Downloads
Download data is not yet available.
References
Chen, Y., Wang, R., & Sun, H. (2021). The effect of live streaming commerce on consumer engagement: A study of real-time interaction and trust. Journal of Retailing and Consumer Services, 61, 102505. https://doi.org/10.1016/j.jretconser.2020.102505
Goldsmith, R. E. (2018). Electronic word-of-mouth (eWOM) in online consumer behavior: An emerging phenomenon. Journal of Internet Commerce, 17(2), 96–114.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Thousand Oaks: Sage Publications.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.
Kaplan, A. M. (2020). User-generated content, electronic word of mouth, and customer engagement: The marketing revolution in the digital era. Journal of Business Research, 116, 243–247.
Kotler, P., & Armstrong, G. (2015). Principles of Marketing (16th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Laudon, K. C., & Traver, C. G. (2021). E-commerce: Business, Technology, Society (16th ed.). Pearson Education.
Mulyani, S. (2021). Pengaruh Affiliate Marketing terhadap Keputusan Pembelian di Marketplace Shopee. Jurnal Ilmu Ekonomi dan Bisnis Islam, 3(2), 112–122.
Nugraha, R. (2018). Pengaruh Electronic Word of Mouth terhadap Minat Beli Konsumen di Media Sosial. Jurnal Riset Manajemen dan Bisnis, 13(1), 25–35. Park, D.-H., & Kim, S. (2008). The effects of consumer knowledge on message
processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399–410.
Schiffman, L. G., & Kanuk, L. L. (2008). Consumer Behavior (10th ed.). Pearson Prentice Hall.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Sugiyono. (2021). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D (Edisi Terbaru). Bandung: Alfabeta.
Goldsmith, R. E. (2018). Electronic word-of-mouth (eWOM) in online consumer behavior: An emerging phenomenon. Journal of Internet Commerce, 17(2), 96–114.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). Thousand Oaks: Sage Publications.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.
Kaplan, A. M. (2020). User-generated content, electronic word of mouth, and customer engagement: The marketing revolution in the digital era. Journal of Business Research, 116, 243–247.
Kotler, P., & Armstrong, G. (2015). Principles of Marketing (16th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Laudon, K. C., & Traver, C. G. (2021). E-commerce: Business, Technology, Society (16th ed.). Pearson Education.
Mulyani, S. (2021). Pengaruh Affiliate Marketing terhadap Keputusan Pembelian di Marketplace Shopee. Jurnal Ilmu Ekonomi dan Bisnis Islam, 3(2), 112–122.
Nugraha, R. (2018). Pengaruh Electronic Word of Mouth terhadap Minat Beli Konsumen di Media Sosial. Jurnal Riset Manajemen dan Bisnis, 13(1), 25–35. Park, D.-H., & Kim, S. (2008). The effects of consumer knowledge on message
processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399–410.
Schiffman, L. G., & Kanuk, L. L. (2008). Consumer Behavior (10th ed.). Pearson Prentice Hall.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Sugiyono. (2021). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D (Edisi Terbaru). Bandung: Alfabeta.
Downloads
Published
2025-07-31
Issue
Section
Articles
How to Cite
The Effect Of Electronic Word Of Mouth (E-Wom), Live Commerce (Live Shopping), And Affilate Marketing On Purchase Decisions With Purchase Interest As An Intervening Variable. (2025). Proceeding of International Conference on Economics, Technology, Management, Accounting, Education, and Social Science (ICETEA), 1, 601-616. https://conference.unita.ac.id/index.php/icetea/article/view/405
