Citation:

Aninda Aulia Rahmi, Heppy Millanyani. "The Influence of Electronic Word-of-Mouth (e-WOM) on Purchase Intention in GoFood" International Research Journal of Economics and Management Studies, Vol. 3, No. 9, pp. 85-92, 2024.

Abstract:

The growth in the market for OFD is rapid and enabled through advancements in Internet technology and modern lifestyles centered on convenience and mobility. The growth of OFD markets in Indonesia has developed quite impressively, and among these services, GoFood stands as the biggest service. While it is popular, the competition for GoFood remains intense amongst various services. Thus, it is necessary to learn how eWOM influences purchase motives through means such as whether the quality and quantity of user-generated information are reliable or not. The research will go on to study how eWOM affects consumer behavior on the GoFood platform. Significantly, it will investigate how the quality, quantity, and credibility of information influence the perceptions of the usefulness of the information and its adoption, thus motivating them to purchase. In total, 385 respondents were sampled through non-probability sampling, and their data was analyzed using the SEM-PLS with SmartPLS 3.0. The results showed that information quality, information quantity, credibility, usefulness, and adoption had a significant positive effect on GoFood's purchase motive. It is recommended that GoFood improves review features to raise information and increase usefulness, responds to reviews left by consumers, gives rewards or points for reviewing, and develops verification systems so that only valid and informative reviews are shown.

References:

[1] Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
[2] Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase. Computers in Human Behavior.
[3] Lee, J., & Shin, J. (2014). The consequences of online consumer reviews on consumer purchase motive: The moderating role of involvement. Journal of Business Research, 67(9), 2058-2065.
[4] Park, C., & Lee, T. M. (2007). Information direction, website reputation and eWOM consequence: A moderating role of product type. Journal of Business Research, 60(6), 406-415.
[5] Fillieri, R. (2014). What makes online reviews helpful? A diagnosticity-adoption framework to explain. Journal of Business Research.
[6] Ngo, T. T., Bui, C. T., Chau, H. K., & Tran, N. P. (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase motive. Heliyon.
[7] Hussain, S., Song, X., & Niu, B. (2020). Consumer's Motivational Involvement in eWOM for Information Adoption: The Mediating Role of Organizational Motives. Frontiers in Psychology.
[8] Leong, C. M., Loi, A. M. W., & Woon, S. (2021). The influence of social media eWOM information on purchase motive. Journal of Marketing Analytics, 10(2), 145–157.
[9] Ghozali, I., & Kusumadewi, K. A. (2023). Partial Least Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 4.0 Untuk Penelitian Empiris (Edisi 1). Yoga Pratama.
[10] Sholihin, M., & Ratmono, D. (2020). Analisis SEM-PLS dengan WarpPLS 7.0 untuk Hubungan Nonlinier dalam Penelitian Sosial dan Bisnis (Edisi 2). Andi.
[11] Mullins, J. W., & Walker, O. C., Jr. (2014). Marketing strategy: a decision-focused approach. McGraw-Hill Education.
[12] Kotler, P., & Keller, K. L. (2016). Marketing Management.
[13] Kotler, P., & Armstrong, G. (2018). Principles of Marketing. Pearson.
[14] Motherbaugh, D. L., Hawkins, D. I., & Kleiser, S. B. (2019). Consumer Behavior Building Marketing Strategy (14th ed.). McGraw-Hill.
[15] Prameswari, I. G., & Rachmawati, I. (2021). E-WOM's consequence on visiting interests and its influence on visiting decisions (Survey on Bali Zoo Park Tourism Object). e-Proceeding of Management.
[16] Indrawati, I., Putri, Y. P. C., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase motive of somethinc products. Asia Pacific Management Review. https://doi.org/10.1016/j.apmrv.2022.07.007
[17] Leong, C. M., Loi, A. M. W., & Woon, S. (2021). The influence of social media eWOM information on purchase motive. Journal of Marketing Analytics, 10(2), 145–157. https://doi.org/10.1057/s41270-021-00132-9
[18] Ghozali, I., & Hengky, L. (2014). Partial Least Square Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Badan Penerbit Universitas Diponegoro.
[19] Mettan, S. V., & Sancoko, A. H. (2021). Pengaruh Ephemeral Content dan E-WOM terhadap Purchase Motive Millenial Consumers pada UMKM Industri Kuliner di Surabaya. Jurnal Keuangan dan Bisnis.
[20] Mokofeng, T. E. (2021). The influence of online shopping attributes on consumer satisfaction and loyalty: Moderating consequences of e-commerce experience. Cogent Business & Management.
[21] Pramezwary, A., Yulius, K. G., Viensa, V. P., & Pujangga, J. F. (2023). Factors driving Generation Z's use of online food delivery service at the end of the pandemic. Jurnal Management Perhotelan.
[22] Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research.
[23] Yeo, V. C. S., Goh, S. K., & Rezaei, S. (2017). Consumer experiences, attitude, and behavioral motive toward online food delivery (OFD) services. Journal of Retailing and Consumer Services.
[24] Annur, C. M. (2023, September 20). Pengguna Internet di Indonesia Tembus 213 Juta Orang hingga Awal 2023. From Databoks.katadata: https://databoks.katadata.co.id/datapublish/2023/09/20/pengguna-internet-di-indonesia-tembus-213-juta-orang-hingga-awal-2023
[25] Tamaka (2021). Laporan e-Conomy SEA 2021: Asia Tenggara memasuki “dekade digital” karena ekonomi internet diperkirakan akan mencapai Nilai Barang Dagangan Bruto (GMV) sebesar US$1 triliun pada tahun 2030.
[26] Wang, Y. S., Tseng, T. H., Wang, W. T., Shih, Y. W., & Chan, P. Y. (2019). Developing and validating a mobile catering app success model. International Journal of Hospitality Management, 77, 19-30.
[27] Kotler, P., & Keller, K. L. (n.d.). Marketing Management.
[28] Rezkisari, I. (2018, January 12). Nadiem Makarim Bagi Cerita Soal Awal Mula Gofood. Retrieved from Ameraa Republika: https://ameera.republika.co.id/berita/p2fro6328/nadiem-makarim-bagi-cerita-soal-awal-mula-gofood
[29] Zhang, L., Yan, Q., & Zhang, L. (2021). A computational framework for understanding the influence of eWOM on consumer decision journey and conversion rate in restaurants. International Journal of Hospitality Management, 92, 102716.
[30] Phillip Kotler, & Gary Armstrong. (2018). Principles of Marketing. Pearson.
[31] Zhang, K. Z., Zhao, S. J., Cheung, C. M., & Lee, M. K. (2014). Examining the influence of online reviews on consumers' decision-making: A heuristic– systematic model. Decision Support Systems.
[32] Prasetyo, C. B., & Kusumawati, A. (2018). Pengaruh Vlog sebagai Electronic Word of Mouth terhadap Minat Beli dan Dampaknya terhadap Keputusan Pembelian (Survei kepada Konsumen yang Menonton Video Youtube Channel “Faris Kota Malang” pada Kuliner Malang). Jurnal Administrasi Bisnis (JAB).
[33] Xu, X. (2020). How do consumers in the sharing economy value sharing? Evidence from online reviews. Decision Support Systems.
[34] Tamaka (2021). Laporan e-Conomy SEA 2021: Asia Tenggara memasuki “dekade digital” karena ekonomi internet diperkirakan akan mencapai Nilai Barang Dagangan Bruto (GMV) sebesar US$1 triliun pada tahun 2030.
[35] Tarmazi, S. A., Ismail, W. R., Azmin, N. A., & Bakar, A. R. (2021). Consumer Purchase Motive toward Online Food Delivery Service: The Implication for Future Research. Malaysian Journal of Social Science and Humanities.
[36] Prameswari, I. G., & Rachmawati, I. (2021). E-WOM's Consequence on Visiting Interests and Its Influence on Visiting Decisions (Survey on Bali Zoo Park Tourism Object). e-Proceeding of Management.
[37] Yutika, F., Sihombing, D. O., & Tan, P. S. (2024). Purchasing Decision through Food Delivery Application among Gen Z: A UTAUT2 Approach. Jurnal Ekonomi.
[38] Line, N. D., Hanks, L., Dogru, T., & Lu, L. (2024). Assigning credit and blame: How delivery services affect restaurant EWOM. International Journal of Hospitality Management, 117. https://doi.org/10.1016/j.ijhm.2023.103644
[39] Similiarweb. (2024). From https://www.similarweb.com

Keywords:

eWOM, information adoption model, and purchase motive.