Pengaruh Electronic Word Of Mouth Terhadap Purchase Intention, Purchase Decision, Dan Customer Engagement Pada Platform Online Food Delivery Melalui Media Sosial

Abstract

Pesatnya perkembangan layanan online food delivery mendorong persaingan ketat antar platform, sehingga konsumen menjadi semakin selektif. Di tengah persaingan ini, electronic word of mouth berperan penting dalam mempengaruhi keputusan pembelian konsumen. Informasi yang dianggap kredibel dan bermanfaat dari eWOM dapat mendorong niat pembelian, mempengaruhi keputusan pembelian, serta meningkatkan keterlibatan. Penelitian ini bertujuan untuk menganalisis pengaruh eWOM usefulness dan eWOM credibility terhadap eWOM adoption, serta pengaruh eWOM adoption terhadap purchase intention, purchase decision, dan customer engagement. Penelitian juga menguji hubungan antara customer engagement dengan purchase intention, serta purchase intention dengan purchase decision. Penelitian dilakukan pada bulan April sampai Mei 2025 melalui penyebaran kuesioner. Metode pengambilan sampel menggunakan purposive sampling dengan kriteria responden yang pernah menggunakan platform online food delivery minimal satu kali dalam 3 bulan terakhir dan pernah melihat ulasan terkait platform online food delivery melalui media sosial dengan objek penelitian berfokus pada responden yang berusia = 18 tahun dan berdomisili di Jabodetabek. Sampel data yang digunakan adalah 230 responden kemudian data tersebut dianalisis menggunakan analisis deskriptif dan analisis SEM-PLS. Hasil penelitian menunjukkan bahwa eWOM usefulness dan eWOM credibility berpengaruh positif dan signifikan terhadap eWOM adoption. eWOM adoption terbukti memiliki pengaruh terhadap customer engagement, purchase intention, dan purchase decision. Temuan lain menunjukkan bahwa customer engagement berpengaruh positif terhadap purchase intention, sementara purchase intention berpengaruh positif terhadap purchase decision. Hal ini menegaskan bahwa kualitas informasi yang relevan serta ulasan yang kredibel mampu mendorong konsumen untuk mengadopsi informasi dari media sosial. Proses adopsi tersebut kemudian memperkuat keterlibatan konsumen, meningkatkan niat untuk membeli, dan mendorong konsumen dalam mengambil keputusan pembelian. Implikasi manajerial dari hasil penelitian ini menekankan pentingnya optimalisasi ulasan melalui peningkatan kualitas informasi dan kredibilitas sumber. Penyedia platform online food delivery perlu memanfaatkan strategi seperti fitur berbagi ulasan di media sosial, kolaborasi dengan key opinion consumer, serta program loyalitas berbasis ulasan untuk memperkuat engagement, niat, dan keputusan pembelian. Penelitian ini berkontribusi pada pengembangan model adopsi eWOM dan perilaku konsumen dalam konteks pemasaran digital, khususnya pada industri layanan online food delivery.

The rapid development of online food delivery services has led to fierce competition between platforms, making consumers increasingly selective. Amid this competition, electronic word of mouth plays an important role in influencing consumer purchasing decisions. Credible and useful information from eWOM can encourage purchase intention, influence purchasing decisions, and increase customer engagement with the platform used. This study aims to analyse the influence of eWOM usefulness and eWOM credibility on eWOM adoption, as well as the influence of eWOM adoption on purchase intention, purchase decision, and customer engagement. The study also examines the relationship between customer engagement and purchase intention, as well as purchase intention and purchase decision. The research was conducted from April to May 2025 through the distribution of questionnaires. The sampling method used purposive sampling with criteria for respondents who had used an online food delivery platform at least once in the last 3 months and had seen reviews related to online food delivery platforms through social media. The research focused on respondents aged = 18 years and residing in Greater Jakarta. The sample data used consisted of 230 respondents, and the data was analyzed using descriptive analysis and SEM-PLS. The results show that eWOM usefulness and eWOM credibility have a positive and significant effect on eWOM adoption. eWOM adoption has been proven to influence customer engagement, purchase intention, and purchase decision. Other findings show that customer engagement has a positive effect on purchase intention, while purchase intention has a positive effect on purchase decision. This confirms that the quality of relevant information and credible reviews can encourage consumers to adopt information from social media. This adoption process then strengthens consumer engagement, increases purchase intention, and encourages consumers to make purchasing decision . The managerial implications of this study emphasize the importance of optimizing reviews by improving the quality of information and the credibility of sources. Online food delivery platform providers need to utilize strategies such as social media review sharing features, collaboration with key opinion consumers, and review-based loyalty programs to strengthen engagement, interest, and purchasing decisions. This research contributes to the development of eWOM adoption models and consumer behavior in the context of digital marketing, particularly in the online food delivery service industry.