Published: 2024-06-01

Analisa Pengaruh Komunikasi Pemasaran, Electronic Word Of Mouth dan Kualitas Produk Terhadap Keputusan Pembelian

DOI: 10.35870/jemsi.v10i3.2538

Ilham Albar Pane, Marlina Rahmi Shinta Permatasari, Agung Raharjo, Fajar Kurniawan, Chepi Nurdiansyah
  • Ilham Albar Pane: Universitas Bina Sarana Informatika ROR
  • Marlina Rahmi Shinta Permatasari: Universitas Bina Sarana Informatika ROR
  • Agung Raharjo: Universitas Bina Sarana Informatika ROR
  • Fajar Kurniawan: Universitas Bina Sarana Informatika ROR
  • Chepi Nurdiansyah: Universitas Bina Sarana Informatika ROR
Issue Cover
Article Metrics
Share:

Abstract

Penelitian bertujuan menganalisa pengaruh komunikasi pemasaran, electronic word of mouth dan kualitas produk terhadap keputusan pembelian smartphone Samsung Galaxy di wilayah DKI Jakarta. Populasi dalam penelitian pengguna smartphone Samsung Galaxy di wilayah DKI Jakarta.  Sampel yang diperoleh 100 responden. Variabel independen dalam penelitian ini adalah komunikasi pemasaran, electronic word of mouth dan kualitas produk, yang menjadi variabel dependen adalah keputusan pembelian. Teknik pengumpulan data melalui daftar pertanyaan (questionaire) dan studi dokumentasi. Instrumen untuk penelitian menggunakan software aplikasi IBM SPSS versi 26, untuk melakukan analisa data regresi linear berganda. Hasil penelitian ini secara parsial bahwa komunikasi pemasaran, electronic word of mouth dan kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian. Secara simultan hasil penelitian menunjukkan bahwa komunikasi pemasaran, electronic word of mouth dan kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian smartphone Samsung Galaxy.

Keywords

komunikasi pemasaran, electronic word of mouth, kualitas produk, keputusan pembelian

Peer Review Process

This article has undergone a double-blind peer review process to ensure quality and impartiality.

Indexing Information

Discover where this journal is indexed at our indexing page.

Open Science Badges

This journal supports transparency in research and encourages authors to meet criteria for Open Science Badges.

How to Cite

Pane, I. A., Marlina Rahmi Shinta Permatasari, Agung Raharjo, Fajar Kurniawan, & Chepi Nurdiansyah. (2024). Analisa Pengaruh Komunikasi Pemasaran, Electronic Word Of Mouth dan Kualitas Produk Terhadap Keputusan Pembelian . JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(3), 1769-1776. https://doi.org/10.35870/jemsi.v10i3.2538
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 3 (2024)

  • Section: Articles

  • Published: 2024-06-01

AI Research Hub

This article is indexed and available through various AI-powered research tools and citation platforms. Our AI Research Hub ensures that scholarly work is discoverable, accessible, and easily integrated into the global research ecosystem.

Semantic Scholar Scite Dimensions Connected Papers
Scholarly Connection Platforms
Dimensions Dimensions Connected Papers Connected Papers Scite Scite Google Scholar Google Scholar Semantic Scholar Semantic Scholar Garuda Garuda Scilit Scilit Crossref Crossref BASE BASE Zenodo Zenodo Unpaywall Unpaywall OpenCitations OpenCitations
Author Biographies

No author biographies available.

References
  • Ali, R., Wahyu, F. R. M., Darmawan, D., Retnowati, E., & Lestari, U. P. (2022). Effect of Electronic Word of Mouth, Perceived Service Quality and Perceived Usefulness on Alibaba’s Customer Commitment. Journal of Business and Economics Research (JBE), 3(2), 232–237. https://doi.org/10.47065/jbe.v3i2.1763
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Alie, J. (2022). Analisis Citra Merek dan Harga Terhadap Keputusan Pembelian Handphone Oppo di Pamlembang. Ekonomica Sharia: Jurnal Pemikiran Dan Pengembangan Ekonomi Syariah, 8(1), 75–82.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ana, N., Rijal, S., Mustari, M., Dinar, M., & Hasan, M. (2021). Pengaruh Komunikasi Pemasaran dan Price Discount terhadap Pengambilan Keputusan Pembelian Produk Oriflame. Business and Accounting Education Journal, 2(3), 260–267. https://doi.org/10.15294/baej.v2i3.55830
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Ansari, S., Ghishwa, A., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision (pp. 5–10).
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Bintoro, Yuniawan, A., & Sukresna, I. M. (2016). Pengaruh Komunikasi Pemasaran, Kepercayaan Merek dan Ekuiktas Merek terhadap Keputusan Pembelian. Sains Pemasaran Indonesia, XV(1), 24–33. www.queenova.com,
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Dewi, N. M. P., Imbayani, I. G. A., & Ribek, P. K. (2021). PENGARUH SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI E-WORD OF MOUTH PADA GIVANDA STORE DENPASAR. Values, 2(3), 758–771.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Fadhli, K., & Pratiwi, N. D. (2021). Pengaruh Digital Marketing, Kualitas Produk, Dan Emosional Terhadap Kepuasan Konsumen Poskopi Zio Jombang. Jurnal Inovasi Penelitian, 2(2), 603–612.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Fitria, & Siswanto. (2022). Pengaruh Kepercayaan, Komitmen, Komunikasi dan Penanganan Masalah Terhadap Loyalitas Nasabah ( Studi Pada BMT Sidogiri Cabang Malang Kota ). Jurrnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 7(4), 1254–1268.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Gunawan, & Septayuda, I. (2023). Pengaruh Brand Image, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Larutan Cap Kaki Tiga Di Kota Palembang. Jurnal Bina Manajemen, 11(2), 264–283. https://doi.org/10.52859/jbm.v11i2.363
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hermawati, A. (2023). Pengaruh Penanganan Keluhan, Komunikasi Pemasaran dan Kepercayaan terhadap Loyalitas (Literature Review Manajemen Pemasaran). Jurnal Manajemen Dan Pemasaran Digital, 1(1), 14–28. https://doi.org/10.38035/jmpd.v1i1.18
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hutabarat, M. I. (2020). Penerapan Akuntansi Pertanggungjawaban Sebagai Alat Evaluasi Kinerja Pt. Gunung Selamat Lestari Labuhan Batu Selatan. Jurnal Ilmiah Maksitek, 5(3), 2655–4399.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hutabarat, M. I. (2021). Rasio Keuangan Mempengaruhi Profitabilitas Pada Bank Persero di Bursa Efek Indonesia. Journal Of Management, Accounting, Economic and Business, 02(02), 25–38.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hutabarat, M. I. (2022). Pengaruh ROA, Pertumbuhan Penjualan, Likuiditas dan Ukuran Perusahaan terhadap Struktur Modal Perusahaan Manufaktur Sektor Makanan dan Minuman di BEI. Owner, 6(1), 348–358. https://doi.org/10.33395/owner.v6i1.589
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hutabarat, M. I., Judijanto, L., Ristiyana, R., Syafii, M., & Mediawati, E. (2023). The influence of accounting knowledge , business experience , work motivation on the use of accounting information in MSMEs. International Journal of Applied Finance and Business Studies, 11(3), 338–344.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Hutabarat, M. I., Nasution, S., & Zalukhu, R. S. (2023). Influence Net Profit Margin , Sales Growth And Debt To Equity Ratio On Earning Per Share. Jurnal Akuntansi Bisnis Eka Prasetya, 9(1), 15–22.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Inayati, T., Efendi, M. J., & Dewi, A. S. (2022). Pengaruh Digital Marketing, Electronic Word of Mouth, dan Lifestyle terhadap Keputusan Pembelian pada Marketplace Shopee Indonesia. Jurnal Teknologi Dan Manajemen Industri Terapan, 1(3), 202–209. https://doi.org/10.55826/tmit.v1iiii.50
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Kurniasari, M., & Budiatmo, A. (2018). PENGARUH SOCIAL MEDIA MARKETING, BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING PADA J.CO DONUTS & COFFEE SEMARANG. DIPONEGORO JOURNAL OF SOCIAL AND POLITIC, 1, 1–7.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Kusumawardhani, T. (2023). PENGARUH KOMUNIKASI PEMASARAN, SOCIAL MEDIA MARKETING DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN. Jurnal Multimedia Dan Teknologi Informasi Volume, 05(2), 100–106.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Kusumawardhani, T., Sarpangga, F., Sjoraida, D. F., Hamka, & Sunardi. (2023). Pengaruh Kualitas Pelayanan, Komunikasi Pemasaran dan Kepercayaan Terhadap Loyalitas Pelanggan Pengguna Shopee. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2598–2605. https://doi.org/10.35870/jemsi.v9i6.1700
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Masruroh, S., Wahyono, D., Muhaimin, Katjina, H., & Judijanto, L. (2023). Pengaruh Digital Marketing, Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Siti. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(6), 2464–2471. https://doi.org/10.37641/jikes.v3i1.1792
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Nurhalim, A. D. (2022). Faktor Yang Mempengaruhi Keputusan Pembelian Pada Generasi Z Dan Generasi Milenial Di Indonesia Terhadap Zara. Jurnal Bina Manajemen, 10(2), 26–41. https://doi.org/10.52859/jbm.v10i2.204
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Nursiti, & Giovenna, A. (2022). PENGARUH SOCIAL MEDIA MARKETING, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK UNIQLO. Jurnal Industri Kreatif Dan Kewirausahaan, 5(1), 40–50.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Patimah, S., & Hasyim, M. (2023). Analysis The Influence of Price , Promotion , Distribution , Product Quality and Brand Image on Purchase Decision of Cereal Product. 9(1), 179–185.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Putri, M. A. P., Wahyono, D., & Djatola, H. R. (2022). Pengaruh Kualitas Produk Dan Loyalitas Pelanggan Terhadap Getok Tular Pada Warung Sari Laut Sambal Ijo Mas Bro. Jurnal Actual Organization Of Economy, 3(2), 277–288.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sari, N., Saputra, M., & Husein, J. (2017). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Konsumen Pada Fore Coffee. Jurnal Manajemen Magister, 1(5), 96–106. https://doi.org/10.46799/jst.v1i5.60
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Setiawan, H. A. (2024). Pengaruh Digital Marketing, Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Konsumen pada Pengguna Aplikasi Shopee. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(2), 1360–1366. https://doi.org/10.35870/jemsi.v9i6.1728
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Setiyadi, I. N., Alamsyah, A. R., & Racmawati, I. K. (2022). Pengaruh Kualitas Produk, Social Media Marketing, E-WOM, Dan Promosi Terhadap Keputusan Pembelian Konsumen Produk Skincare Alzena Di Kabupaten Pati. Jurnal Manajemen, 8(2), 122–136. http://www.maker.ac.id/index.php/maker
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Sjoraida, D. F., & Hardian, A. (2023). Pengaruh Social Media Marketing , Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Smartphone Oppo. 9(5), 2044–2049.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Suriadi, Utomo, S. B., Laksmono, R., Kurniawan, R., & Judijanto, L. (2024). Pengaruh Komunikasi Pemasaran, Harga dan Kualitas Pelayanan Terhadap Kepuasan Konsumen. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(1), 507–513. https://doi.org/10.35870/jemsi.v10i1.1940
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Suryanto, T. P. W., & Saputri, M. E. (2023). Pengaruh Electronic Word Of Mouth (Ewom) Dan Social Media Marketing Terhadap Keputusan Pembelian Spotify Premium The Influence Of Electronic Word Of Mouth And Social Media Marketing On Spotify Premium Purchase Decisions. E-Proceeding of Management, 10(1), 129.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Susmonowati, T., & Khotimah, H. (2021). Pengaruh Electronic Word of Mouth Dan Persepsi Nilai Terhadap Keputusan Pembelian Pada Situs Lazada. Jurnal Lentera Bisnis, 10(2), 197. https://doi.org/10.34127/jrlab.v10i2.408
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Syaryulis, Yusnidar, C., & Isnaini, T. (2024). Analysis of Marketing Communications and Online Media Service Systems on Consumer Purchasing Decisions. Jurnal Ekobismen Fakultas Ekonomi Unigha, 4(1), 1–12. https://doi.org/10.47647/jeko.v
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Tarigan, P. S., Wahyono, D., Kusumawardhani, T., Sairdama, S. S., & Nugraha, A. R. (2023). Pengaruh Digital Marketing dan Brand Image Terhadap Minat Nasabah. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 9(4), 1431–1439.
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Wahyono, D., Windarto, G. J., Tulim, A., & Suprihartin, Y. (2023). Pengaruh Komunikasi Pemasaran, Kepercayaan, Dan Kepuasan Terhadap Tingkat Loyalitas Pelanggan. Sustainability (Switzerland), 4(1), 1–9. https://pesquisa.bvsalud.org/portal/resource/en/mdl-20203177951%0Ahttp://dx.doi.org/10.1038/s41562-020-0887-9%0Ahttp://dx.doi.org/10.1038/s41562-020-0884-z%0Ahttps://doi.org/10.1080/13669877.2020.1758193%0Ahttp://sersc.org/journals/index.php/IJAST/article
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Yuliantari, K., & Widayati, K. D. (2020). Kualitas Komunikasi Pemasaran Terhadap Keputusan Pembelian Pada PT ABC. Jurnal Perspektif, 18(1), 60–67. https://doi.org/10.31294/jp.v18i1.7574
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
  • Yulius, Y., & Ansorullah, M. F. (2022). Kualitas Produk, Gaya Hidup, Harga dan Keputusan Pembelian Iphone di Wilayah DKI Jakarta. Jurnal Manajemen Dan Perbankan (JUMPA), 9(3), 31–42. https://doi.org/10.55963/jumpa.v9i3.482
    Google Scholar Scite Semantic Scholar Scilit Crossref Connected Papers
License & Copyright

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

Downloads