Peran electronic word of mouth (e-WOM) dan content marketing terhadap keputusan pembelian produk Essence Toner Finally Found You di Shopee
DOI:
https://doi.org/10.53088/jmdb.v6i2.3001Keywords:
Electronic Word of Mouth, Marketing Content, Finally Found YouAbstract
This study seeks to analyze the impact of electronic word of mouth (E-WOM) and Content marketing on Purchase Decisions for the local skincare company Finally Found You (FFY) on the Shopee e-commerce platform. Quantitative methods were employed, using an online questionnaire to gather data from 150 respondents, who were deliberately selected based on a criterion of 10 times the number of research indicators. Participants were Shopee consumers in Indonesia who had reviewed evaluations and promotional materials for FFY products. Data analysis was conducted utilizing Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS to evaluate the measurement and structural models. The findings demonstrate that electronic word of mouth and Content marketing exert a positive and substantial influence on Purchase Decisions. All constructs met the validity and reliability standards, as determined by convergent validity, discriminant validity, and composite reliability, while bootstrapping results confirmed the significance of inter-variable relationships. The study's findings suggest that improving digital reputation via consumer reviews and providing innovative marketing content are critical factors affecting purchasing decisions. This implies that FFY must sustain outstanding digital engagement to uphold consumer trust and boost sales conversions in the fiercely competitive skincare sector.
References
Alfath, F., & Faruqi, F. (2023). Content marketing, social ads, and purchase intention: The role of customer engagement on Erigo’s TikTok. Oikonomia: Jurnal Manajemen, 19(2), 127–142. https://doi.org/10.47313/oikonomia.v19i2.2054
Amelia, E. Y., & Muntazah, A. (2025). Peran Konten Marketing dalam Membangun Kepercayaan Konsumen Pada Produk Brand Dermathib di Tiktok. 04(01), 754–770. https://ojs.smkmerahputih.com/index.php/jimu/article/view/1375/1052
Amirullah. (2020). Perilaku konsumen dan pengambilan keputusan pembelian. Jurnal Akademika: Jurnal Manajemen, Akuntansi, dan Bisnis, 20(2), 9–18. https://doi.org/10.51881/jak.v20i2.9
Aritonang, N. Y., Nazir Ahmad, G., Krissanya, N., & Monoharp, T. A. (2023). How Content Marketing and Influencers Drive Skincare Purchase Intentions on Social Commerce. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM). https://doi.org/10.21009/ISC-BEAM.013.173
Asytuti, R., Rokhmah, D. A., Arofatun, S. A., Septyawati, A., Studi, P., & Syariah, E. (2026). Strategi Pemasaran Konten dalam Menarik Konsumen Digital. https://doi.org/10.30640/digital.v5i1.6306
Biswas, S., & Sardar, A. (2021). An empirical examination of the impact of E-WOM information on young consumers’ online purchase intention: Mediating role of E-WOM information adoption. SAGE Open, 11(4). https://doi.org/10.1177/21582440211052547
BPS. (2023). Statistik E-Commerce 2023. https://www.bps.go.id/id/publication/2025/01/30/d52af11843aee401403ecfa6/statistik-e-commerce-2023.html
Elisha, V., & Harsoyo, T. D. (2025). Pengaruh content marketing, online consumer review, dan online convenience terhadap keputusan pembelian online pada Tiket.com. Economics Professional in Action (E-Profit), 7(1), 104–117. https://doi.org/10.37278/eprofit.v7i1.992
Elza, E., Zainul, K., Pambudi, B. S., & Andriani, N. (2026). Indonesian Journal of Digital Business Analisis Peran Electronic Word Of Mouth ( E-Wom ) Dalam Meningkatkan Minat Beli Konsumen Pada Media Sosial. 6(June), 3726–3732. https://doi.org/10.17509/ijdb.v5i4.102523
GoodStats. (2025). Shopee Jadi Platform Belanja Online Paling Sering Dikunjungi 2025. https://data.goodstats.id/statistic/shopee-jadi-platform-belanja-online-paling-sering-dikunjungi-2025-6gMrM
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Pearson Education.
Haryono, R. (2022). Intensity, positive valence, negative valence, and content of electronic word of mouth influence online shopping intention. Jurnal Ekonomi Perusahaan, 29(2), 39–50. https://doi.org/10.46806/jep.v29i2.888
Iqbal, M. (2025). Strategi Pemasaran Digital untuk Meningkatkan Loyalitas Pelanggan di Era Media Sosial. https://doi.org/10.30640/inisiatif.v4i2.3826
Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers, 22(7), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
Juniar, A. M., Muzakkir, A., & Umar, H. (2025). Pengaruh Pemasaran Digital terhadap Keputusan Pembelian Konsumen di Platform E-Commerce. 9(2). https://doi.org/10.51263/jameb.v9i2.248
Karimah, A., & Rinonce, P. (2025). Strategi pemasaran konten dalam meningkatkan interaksi konsumen di media sosial Content marketing strategy in increasing consumer engagement on social Media. 1(2), 124–129. https://doi.org/10.37373/ejm.v1i2.1827
Kusumastuti, S. Y., Hildawati, H., & Sepriano, S. (2025). Buku Referensi Metodologi Penelitian Kuantitatif. PT. Sonpedia Publishing Indonesia.
Majid, A., Faizah, E. N., Ekonomi, F., & Lamongan, U. M. (2023). Pengaruh Influencer Marketing dan Content Marketing terhadap Keputusan Pembelian Sarung BHS melalui Aplikasi Tiktok. 40(2), 84–95. https://doi.org/10.58906/melati.v40i2.131
Mandala, M., Afifah, N., Giriati, H. S., & Purmono, B. B. (2024). Pengaruh product information quality dan E-WOM terhadap purchase intention pada platform TikTok Shop di Indonesia (dengan customer trust sebagai mediasi). Primary Journal of Multidisciplinary Research, 1(3). https://doi.org/10.70716/pjmr.v1i3.195
Musnaini, Masriani, Hasbullah, Tialonawarmi, Hendriyaldi, & Asrini. (2025). E-commerce in purchase decision: A systematic literature review. Jurnal Mebis (Manajemen dan Bisnis), 10(1), 87–102. https://doi.org/10.33005/mebis.v10i1.676
Husna, N. K., & Mala, I. K. (2024). Strategi pemasaran konten dalam meningkatkan interaksi konsumen di media sosial. Ekonomika, 12(2), 21-31.
Nguyen, H. M., & Nguyen, P. T. (2023). How online reviews affect purchase intention: A meta-analysis across contexts and cultural factors. Journal of Retailing and Consumer Services, 68, 100058. https://doi.org/10.1016/j.dim.2023.100058
Nguyen, T. H., Nguyen, N., Phan, T. T. H., & Bui, L. T. (2022). The impact of digital marketing and online reviews on consumer purchase decision in e-commerce. Cogent Business & Management, 9(1), 2148405. https://doi.org/10.1080/23311975.2022.2148405
Rahman, A., Ariandi, F., Arista, R., Utama, D. C., & Warsono. (2025). The Effect of Influencer Credibility and User Reviews on Skincare Purchase Decisions: Evidence from Shopee Users in Bogor. Golden Ratio of Mapping Idea and Literature Format, 6(1), 931–940. https://doi.org/10.52970/grmilf.v6i1.1776
Fadilah, R. S., Faradis, D. R., Silvia, Y., & Derajat, S. P. (2025). Pengaruh Content Marketing, Live Streaming, Dan Electronic Word of Mouth (E-Wom) Terhadap Keputusan Pembelian Produk Skincare Pada Konsumen E-Commerce Shopee di Provinsi Banten. KRAKATAU (Indonesian of Multidisciplinary Journals), 3(1), 149-159.
Plangiten, R., & Amrita, N. D. A. (2026). Analisis Strategi Peningkatan Brand Awareness Berbasis Content Marketing:(Studi Pada Website Bri Insurance). Jurnal Manajemen dan Bisnis Equilibrium, 12(1), 61-79. https://doi.org/10.47329/jurnalmbe.v12i1.1638
Rini, E. S. (2022). Do social media content marketing and customer engagement influence purchase intention? Evidence from Indonesian customers. DIMENSI: Jurnal Manajemen, 11(3), 584–597. https://doi.org/10.33373/dms.v11i3.5122
Sari, I., Rinawati, T., & Rizkiana, C. (2022). Pengaruh electronic word of mouth (E-WOM) dan online consumer review (OCR) terhadap keputusan pembelian melalui Shopee. Solusi: Journal of Solusi, 20(2), 160–169. https://doi.org/10.26623/slsi.v20i2.5147
Savitri, C., & Fauji, R. (2021). Model electronic word of mouth dan rating dalam mempengaruhi minat beli pada marketplace Shopee pada masa pandemi Covid-19. Jurnal Buana Ilmu, 6(1), 1–12. https://doi.org/10.36805/bi.v6i1.1980
Kasnelly, M. S. (2025). Peran Konten Video Produk Dalam Membangun Minat Beli Konsumen di E-Commerce Shopee. 5(Juli), 60–71. https://doi.org/10.38035/JMPIS.1
Vira Fitriawati, A. M. (2025). Pengaruh Content Marketing, Influencer, dan Online Customer Review Terhadap Keputusan Pembelian Produk Abstrak Pendahuluan. 8(3), 808–823. https://doi.org/10.57178/paradoks.v8i3.1410
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Fanny Rahmayanty, Sihabudin Sihabudin, Robby Fauji
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
The author(s) retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a CC BY-SA 4.0 license that allows others to remix, adapt, and build upon the work even for commercial purposes, as long as they credit the author(s) and license their new creations under the identical terms.
License details: https://creativecommons.org/licenses/by-sa/4.0/
