The Role of Online Social Media Marketing, Celebrity Endorsers, and E-Wom in Increasing Purchasing Decisions in Balinese Fashion
DOI:
https://doi.org/10.31851/jmwe.v23i2.21768Keywords:
Balinese fashion, celebrity endorsers, e-wom, increasing purchasing decisions, social media marketingAbstract
Purchasing decisions are how consumers purchase a product. Factors influencing consumer purchase decisions include quality, price, and product quality. Factors such as marketing activities on social media, public figures as endorsers, Information dissemination through digital media, digital Word of Mouth are perceived as influencing purchasing decisions. This research is conducted to assess the role of social media marketing in affecting, celebrity endorsers, and electronic the impact of word of mouth on consumers' buying decisions. The quantitative methodology used in this study a sample of 85 consumers who made purchases at fashion stores in Denpasar, Bali. Data analysis techniques used validity tests, reliability tests, classical statistical assumption testing multivariate linear regression analysis, Correlation Coefficient Analysis tests, Data analysis also included of determination coefficient, F-test, and t-test. The results indicate that social media marketing can positively significantly impact purchasing decisions, and that electronic consumer recommendations from public figure endorsers also positively and significantly influences to purchasing decisions.
References
Amin, A.M., & Yanti, R.F. (2021). The Influence of Brand Ambassadors, E-WOM, Lifestyle, Country of Origin, and Motivation on Purchase Decisions for Korean Skincare Products from Nature Republic. Journal of Business and Accounting Innovation, Vol. 2, No. 1, pp. 1-14.
Anas, A. A., & Sudarwanto, T. (2020). The Influence of Celebrity Endorsers on Purchasing Decisions at the Eiger Store in Royal Plaza Surabaya. Journal of Commerce Education (JPTN), Vol. 8, No. 3, pp. 953-958.
Andryani, A., & Mandataris. (2023). The Influence of Celebrity Endorsers and Brand Image on Consumer Purchasing Decisions at Rabbani Stores in Pekan Baru City. Jurnal Mantik, Vol. 7, No. 2, pp. 1552-1560.
Apriani, D., & Pradana, M. (2017). The Influence of Electronic Word of Mouth (EWOM) Towards Consumers' Purchase Decisions at Bakso Boedjangan, Bandung. Journal of Business Management, Vol. 3, No. 1, pp. 38-44.
Arindani, D., & Loisa, R. (2019). The Influence of Celebrity Endorsers, Shopping Orientation, Online Trust, and Prior Online Purchase Experience on Consumer Purchase Intention at the Elevenia Online Store in DKI Jakarta. Journal of Business Management and Entrepreneurship, Vol. 3, No. 5, pp. 01-06.
Audrey, A.N., & Usman, O. 2021. Influence of Celebrity Endorsers, Brand Image, and Brand Trust on Emina's Cosmetics Product Purchase Decisions. Brand Image and Brand Trust on Emina's Cosmetics Product Purchase Decisions. Jurnal Manajemen, Vol. 5, No. 3, pp. 161-190.
Bonaldy, G.N., Tulung, J.E., & Gunawan, E.M. (2023). The Influence of Social Media Marketing on Purchase Decisions Through Brand Awareness of the Local Brand Cap Tikus 1978 from North Sulawesi. Jurnal EMBA: Jurnal Penelitian Ekonomi, Manajemen, Bisnis dan Akuntansi, Vol. 11, No. 1, pp. 723-734.
Budiman, T., Hapitalia, H., & Nurhasan, R. (2023). The Influence of Electronic Word of Mouth and Celebrity Endorsement on the Purchasing Decision Process of "Emina". Jurnal Dialektika: Jurnal Ilmu Sosial, Vol. 21, No. 3,pp. 83-93
Fathin, R., Lubis, P.H., & Kesuma, T.M. (2023). The Influence of Social Media Marketing and Store Atmosphere on Purchase Decisions Mediated by Consumer Trust in Millennial Coffee Shops in Banda Aceh. International Journal of Business Management and Economic Review, Vol. 6, No. 1, pp. 144-155.
Frimayasa, A., & Nasution, I.H. (2022). The influence of social media, celebrity endorsers, and brand image on consumer purchase decisions at Tokopedia. ULIL ALBAB: Multidisciplinary Scientific Journal, Vol. 1, No. 3, pp. 541-550.
Ghozali, I. (2016). Application of Multivariate Analysis with IBM SPSS 25.Semarang: Diponegoro University Publishing House.
Kietzmann, J., & Canhoto, A. (2013). Bittersweet! Understanding and Managing Electronic Word of Mouth. Journal of Public Affairs, Vol. 13, No. 2, pp. 146-159.
Kinasih, V. T. T., Barkah, B., Afifah, N., Saladin, A., & Hasanudin, H. (2023). The Influence Of Brand Image, Celebrity Endorser, And Online Customer Review On Purchasing Decision On Skintific Beauty Products With The Fear Of Missing Out (Fomo) As A Mediating Role. Journal Economics, Vol 12, No. 04, pp. 2166-2177.
Kotler, P. (2011). Marketing Management in Indonesia: Analysis, Planning, Implementation, and Control. Jakarta: Salemba Empat.
Latief, N. (2019). The Influence of Instagram Social Media on Mobile Phone Sales Turnover at DP Store Makassar. Thesis. Makassar State University.
Mamoto, H., Lumban, R. P., & Tarigan, A. N. (2023). The Influence of Electronic Word of Mouth (e-WOM) and Brand Trust on Online Purchase Decisions of Skincare Products in Lazada. EMBA: Journal of Economic Research, Vol. 11 No. 1, pp. 1-10.
Maulana, H.A., & Asra, Y. (2019). Analysis of the Influence of Free Shipping Promotions on E-commerce Purchase Decisions by Generation Z in Rural Areas. Inovbiz: Journal of Business Innovation, Vol. 7, No. 2, pp. 162-165.
Milvea, L. (2018). The Influence of Social Media Marketing on Purchasing Decisions (Survey of Undergraduate Students Majoring in Business Administration, Class of 2014). Thesis. Faculty of Administrative Sciences, University of Yogyakarta. Thesis. STIE YKPN.
Muis, A., Barusman, A. R., & Saptarini, V. (2020). The Influence of Electronic Word of Mouth on Purchasing Decisions. Jurnal Sintesa, Vol. 1, No. 1, pp. 1-10.
Mukayati, M. (2019). The Influence of Electronic Word of Mouth, Trust and Product Quality on Purchase Decision of Fashion Products Through Online Shop: (Case Study: UMKM House of Sabrina In Surabaya). Journal of World Conference (JWC), Vol. 1, No. 1, pp. 142-149.
Muslim, A. W. (2018). The Influence of Social Media, E-Service Quality, and Price on Purchase Decisions Mediated by Lifestyle. Journal of Business and Management Research, Vol. 6, No. 2, pp. 145-162.
Muslim, A. W. (2018). The Influence of Social Media, E-Service Quality, and Price on Purchasing Decisions Mediated by Lifestyle. Journal of Business and Management Research, Vol. 6, No. 2, pp. 145-162.
Nurjamad, M.A. (2023). The Influence of Celebrity Endorser and Product Quality on Purchasing Decisions for Scarlett Products (Case Study of Scarlett Product Customers in Cimahi City). International Journal of Integrative Sciences, Vol. 2, No. 7, pp. 1121-1142.
Putry, R. M., & Gunawan, H. (2024). The Influence of Lifestyle, Brand Ambassadors, and Electronic Word of Mouth on Consumer Purchase Decisions for Somethinc Products in the Special Region of Yogyakarta. Formosa Journal of Science and Technology, Vol. 3, No. 6, pp. 1041-1054.
Rahayu, V.O. (2022). The Influence of Brand Image, Social Media Marketing, and Word of Mouth on Consumer Purchase Decisions of Es Teh Indonesia, Tulungagung Branch. Journal of Contemporary Accounting, Vol. 7 No. 1. 1, pp. 120-128.
Rahayu, V.O. (2022). The Influence of Brand Image, Social Media Marketing, and Word of Mouth on Consumer Purchase Decisions of Es Teh Indonesia, Tulungagung Branch. Journal of Contemporary Accounting, Vol. 7 No. 1. 1, pp. 120-128.
Rawi, M. A. T., Wibowo, G., & Dwisaputra, M. R. A. (2020). The Influence Of Social Media, Brand Image And Celebrity Endorser To Purchase Intention On Tokopedia. American Journal of Humanities and Social Sciences Research, Vol 4, No. 7, pp. 1-9.
Razali, G., Nikmah, M., Sutaguna, I.N.T., Putri, P.A.N., & Yusuf, M. (2023). The Influence Of Viral Marketing And Social Media Marketing On Instagram Adds Purchase Decisions. CEMERLANG: Journal of Management and Business Economics, Vol 3, No. 2, pp. 75-86.
Rohman, I.Z., & Indaryadi, A.I.K. (2020). The influence of celebrity endorser, brand image, brand loyalty, and perceived quality on consumer purchase intention and its impact on recommendation intention. Journal of Business Management Studies, Vol 9, No. 2, pp. 80-91.
Rohman, M., & Pramesti, D. A. (2022). The Influence of Lifestyle and E-WOM on Bicycle Purchase Decisions in Magelang During the Covid-19 Pandemic. Borobudur Management Review, Vol. 2, No. 2, pp. 190-205.
Setyaningsih, E., & Sugiyanto, S. (2021). The Influence of Celebrity Endorsements on Purchase Intention of Deavhijab Fashion Products. HUMANIS (Humanities, Management and Science Proceedings), Vol. 1, No. 2, pp. 112-131
Sudirjo, F., Sutaguna, I.N.T., Silaningsih, E., Akbarina, F., & Yusuf, M. (2023). The Influence of Social Media Marketing and Brand Awareness on Cafe Yuma Bandung Purchase Decisions. Initiative: Journal of Economics, Accounting and Management, Vol 2, No. 3, pp. 27-36.
Sugiyono, A., Aditya, H. B., & Mahlia, T. M. I. (2016). Potential of Geothermal Energy for Electricity Generation in Indonesia: A Review. Renewable and Sustainable Energy Reviews, Vol. 5, No. 3, pp. 733-740.
Tarigan, A. N., & Raja, P. L. (2022). Influence of Celebrity Endorser and Brand Image on Purchase Decision of Erigo Products: (Study on Erigo Consumers in Medan City). JOURNAL OF MANAGEMENT, ACCOUNTING, GENERAL FINANCE AND INTERNATIONAL ECONOMIC ISSUES, Vol. 2, No. 1, pp. 282-298.
Tommi, W., & Eristia, L. P. (2014). The Influence of Electronic Word of Mouth (e-WOM) on DSLR Camera Purchase Decisions. Journal of Management, Vol. 18, No. 3, pp. 12-19.
Welsa, H., Cahyani, P. D., & Meidyansyah, F. (2023). The Influence of Social Media Marketing and Service Quality on Purchasing Decisions Through Consumer Purchase Intention as an Intervening Variable. Al-Kharaj: Journal of Islamic Economics, Finance & Business, Vol. 5, No. 3, pp. 1026-1036.
Wijaya, I. G. N. S., Pratami, N. W. C. A., Muryatini, N. N., & Yasa, I. G. D. (2022). The Influence of Electronic Word of Mouth (E-Wom), Risk Perception, Customer Trust, and Tokopedia E-Commerce Purchase Decisions. Journal of Management, Vol. 11, No. 1, pp. 190-209.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Jurnal Media Wahana Ekonomika
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
The copyright of the received article shall be assigned to the publisher of the journal licensed under a Creative Commons Attribution-NonCommercial 4.0 International License in line with the license, authors and any users (readers and other researchers) are allowed to share and adapt the material only for non-commercial purposes. In addition, the material must be given appropriate credit, provided with a link to the license, and indicated if changes were made. If authors remix, transform or build upon the material, authors must distribute their contributions under the same license as the original.
