The influence of electronic word of mouth (eWOM) via Instagram on repurchase intention
The Influence of Electronic Word of Mouth (EWOM) on the Instagram Application on Repurchase Intention of Skintific products
Keywords:
Information quality; information quantity; infrmation credibility; information usefuness, information adoption; repurchase intention
Abstract
This study aims to examine the effect of electronic word of mouth (ewom) on the Instagram application on the intention to repurchase skintific products. This research is a quantitative study with a sample method, namely purposive sampling. The sample in this study were 130 respondents. Data analysis was carried out using the Structural Equation Modeling SEM method using Smar PLS 4.0 software. This study uses the information adoption model of ewom. These results show that information quality has a significant positive effect on information usability. Information quantity has a significant positive effect on information usability. Information credibility has an insignificant positive effect on information usefulness. Information usefulness has a significant positive effect on information adoption. Information adoption has a significant positive effect on repurchase intention.
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References
Abedi, E., Ghorbanzadeh, D., & Rahehagh, A. (2020). Influence of EWOM Information on Consumers’ Behavioral Intentions in Mobile Social Networks: Evidence of Iran. Journal of Advances in Management Research, 17(1), 84–109. https://doi.org/10.1108/JAMR-04-2019-0058
Ardiansyah Harahap, R., & Prima Lita, R. (2023). The Effect of Information Quality, Quantity, Credibility, Usefulness, and Adoption on Purchase Intention of Kahf Skincare at Shopee. Jurnal Manajemen Dan Kewirausahaan, 11. https://databoks.katadata.co.id
Asti, W. P., Handayani, P. W., & Azzahro, F. (2021). Influence of Trust, Perceived Value, and Attitude on Customers’ Repurchase Intention for E-Grocery. Journal of Food Products Marketing, 27(3), 157–171. https://doi.org/10.1080/10454446.2021.1922325
Baird, C. H., & Parasnis, G. (2011). From Social Media to Social Customer Relationship Management. Strategy and Leadership, 39(5), 30–37. https://doi.org/10.1108/10878571111161507
Bernard, R., Hutomo, E., Maduretno, P., & Junaedi, S. (2021). The Importance of eWOM Elements on Online Repurchase Intention: Roles of Trust and Perceived Usefulness. Jurnal Ekonomi Indonesia •, 10, 2021.
Cheung, C. M. K., & Thadani, D. R. (2012). The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Chu, S. C., & Kim, Y. (2011). Determinants of Consumer Engagement in Electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
Daowd, A., Hasan, R., Eldabi, T., & Rafi-ul-Shan, P. M. (2020). Factors Affecting EWOM Credibility, Information Adoption and Purchase Intention on Generation Y: a Case from Thailand. Journal of Enterprise Information Management, 34(3), 838–859. https://doi.org/10.1108/JEIM-04-2019-0118
Erkan, I., & Evans, C. (2016). The Influence of EWOM in Social Media on Consumers’ Purchase Intentions: An Extended Approach to Information Adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003
Fachri, A., Hudayah, S., & Indriastuti, H. (2021). Influence of Information Quality and System Quality and Quality of Digital Payment on Consumer Satisfaction and Repurchase Intention on Gojek Users in the City of Samarinda. International Journal of Economics, Business and Accounting Research (IJEBAR) , 5. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Filieri, R., & McLeay, F. (2014). E-WOM and Accommodation: An Analysis of the Factors That Influence Travelers’ Adoption of Information from Online Reviews. Journal of Travel Research, 53(1), 44–57. https://doi.org/10.1177/0047287513481274
Hidayah, R. T., Yolinda, S., & Nugraha Deden Novan Setiawan. (2019). The Effects of the Quality of Service and Social Media on the Interests of Argo Parahyangan Train Passengers on Bandung-Jakarta. International Journal of Innovation, Creativity and Change. Www.Ijicc.Net, 6(5). www.ijicc.net
Ho, V. T., Phan, N. T., & Le-Hoang, P. V. (2021). Impact of Electronic Word of Mouth to the Purchase Intention - the Case of Instagram. Independent Journal of Management & Production, 12(4), 1019–1033. https://doi.org/10.14807/ijmp.v12i4.1336
Huang, Z., & Benyoucef, M. (2013). From E-Commerce to Social Commerce: A Close Look at Design Features. Electronic Commerce Research and Applications, 12(4), 246–259. https://doi.org/10.1016/j.elerap.2012.12.003
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023). EWOM via the TikTok Application and its Influence on the Purchase Intention of Somethinc Products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007
Ismagilova Elvira, Dwivedi Yogesh K, & Williams Michael. (2017). Electronic Word od Mouth(eWOM) in the Marketing Contect. A state of the Art Analysis and Future Direction. http://www.springer.com/series/8860
Jalil, M. I. A., Bakri, M. A., & Hassan, Z. (2021). Halal Cosmetic Repurchase Intention : The Role of Marketing on Social Media. Journal of Islamic Monetary Economics and Finance, 7(4), 629–650. https://doi.org/10.21098/jimf.v7i4.1379
Jiang, G., Liu, F., Liu, W., Liu, S., Chen, Y., & Xu, D. (2021). Effects of Information Quality on Information Adoption on Social Media Review Platforms: Moderating Role of Perceived Risk. Data Science and Management, 1(1), 13–22. https://doi.org/10.1016/j.dsm.2021.02.004
Khan, A. G. (2016). Electronic Commerce: A Study on Benefits and Challenges in an Emerging Economy. Global Journals Inc. (USA) , 16(1).
Lee, S., & Choeh, J. Y. (2021). The Moderating Effect of Movie Production Efficiency on the Relationship Between EWOM and Review Helpfulness. Management Research Review, 44(2), 341–358. https://doi.org/10.1108/MRR-01-2020-0057
Leong, C. M., Loi, A. M. W., & Woon, S. (2022). The Influence of Social Media EWOM Information on Purchase Intention. Journal of Marketing Analytics, 10(2), 145–157. https://doi.org/10.1057/s41270-021-00132-9
Ngarmwongnoi, C., Oliveira, J. S., AbedRabbo, M., & Mousavi, S. (2020). The implications of eWOM adoption on the customer journey. Journal of Consumer Marketing, 37(7), 749–759. https://doi.org/10.1108/JCM-10-2019-3450
Prihartini, D., & Damastuti, R. (2022). Pengaruh E-WOM terhadap Minat Beli Skincare Lokal pada Followers Twitter @ohmybeautybank. In Jurnal Ilmu Komunikasi (Vol. 4, Issue 1).
Puspitasari, I., & Briliana, V. (2017). Pengaruh Perceived Ease-of Use, Perceived Usefulness, Trust dan Perceived Enjoyment Terhadap Repurchase Intention ( Studi Kasus pada Website Zalora Indonesia). Jurnal Bisnis dan Akuntansi, 19(2), 171–182. http://jurnaltsm.id/index.php/JBA
Putra, M. P., Wayan, N., & Suprapti, S. (2020). The Application Of The Elaboration Likelihood Model In Explaining E-Wom Adoption And Repurchase Intention. American Journal of Humanities and Social Sciences Research, 4(8), 259–267. www.ajhssr.com
Rahaman, M. A., Hassan, H. M. K., Al Asheq, A., & Islam, K. M. A. (2022). The Interplay Between EWOM Information and Purchase Intention on Social Media: Through the Lens of IAM and TAM Theory. PLoS ONE, 17(9 September). https://doi.org/10.1371/journal.pone.0272926
Residona, A. S. (2019). Pengaruh Electronic Word of Mouth (ewom) Terhadap Purchase Intention Produk Skincare dengan Brand Image Sebagai Variabel Media ( Studi Pada Pengakses Akun Instagram @wardahbeauty di Kota Malang.
Ruangkanjanases, A., Jeebjong, P., Natalia, & Sanny, L. (2021). E-wom and its impacts on purchasing behavior: A comparative study between Thai and Indonesian millennials. International Journal of Electronic Commerce Studies, 12(1), 65–82. https://doi.org/10.7903/IJECS.1893
Santi Gusti Ayu Putu Candra, & Suasana Gst A Kt Gd. (2021). The Role of Brand Image Mediates the Effect of Electronic Word of Mouth on Repurchase Intention in Starbuck Coffee. In International Journal of Management and Commerce Innovations (Vol. 9). www.researchpublish.com
Sardar, A., Manzoor, A., Shaikh, K. A., & Ali, L. (2021). An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption. SAGE Open, 11(4). https://doi.org/10.1177/21582440211052547
Sibarani, S. O. F., Ambayoen, M. A., & Prasetyo, H. (2022). Pengaruh E-WOM pada Media Sosial Instagram terhadap Keputusan Pembelian Produk Sayuran di Bos Sayur Malang yang Dimediasi oleh Kepercayaan Konsumen. Jurnal Ekonomi Pertanian Dan Agribisnis, 6(3), 1038. https://doi.org/10.21776/ub.jepa.2022.006.03.24
Soedionon Wabisono, Prasastyo Klemens Wedanaji, & Adeline Maria Maria. (2020). Pengaruh Brand Experience, Brand Image-Congruence, Brand Affect dan Brand Trust Terhadap Repurchase Intention Pada Produk Fashion Berrybenka Secara Online di Jakarta. MEDIA BISNIS , 12(1), 57–66. http://jurnaltsm.id/index.php/MB
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R & D.
Sussman, S. W., & Siegal, W. S. (2003). Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research, 14(1), 47–65. https://doi.org/10.1287/isre.14.1.47.14767
Tampubolon Ary Samuel, & Sharif Osa Omar. (2022). The Effect of Information Quality Social Psychological Distance, Sense of Power & Trust on Customer Purchase Intention Tokopedia Consumers in Nusa Tenggara Barat. International Journal of Social Sciences and Management Review, 05(04), 105–113. https://doi.org/10.37602/ijssmr.2022.5409
Tandon, A., Aakash, A., & Aggarwal, A. G. (2020). Impact of EWOM, Website Quality, and Product Satisfaction on Customer Satisfaction and Repurchase Intention: moderating Role of Shipping and Handling. International Journal of System Assurance Engineering and Management, 11, 349–356. https://doi.org/10.1007/s13198-020-00954-3
Teng, S., & Khong, K. W. (2015). Conceptualising Cues in Social Media. In Expert Systems with Applications and Journal of Business Ethics (Vol. 9, Issue 3).
Wang, Y. (2016). Information Adoption Model, a Review of the Literature. Journal of Economics, Business and Management, 4(11), 618–622. https://doi.org/10.18178/joebm.2016.4.11.462
Wigand, R. T., & Benjamin, R. I. (2008). Web 2.0 and beyond: Implications for eEectronic Commerce. ACM International Conference Proceeding Series. https://doi.org/10.1145/1409540.1409550
Ardiansyah Harahap, R., & Prima Lita, R. (2023). The Effect of Information Quality, Quantity, Credibility, Usefulness, and Adoption on Purchase Intention of Kahf Skincare at Shopee. Jurnal Manajemen Dan Kewirausahaan, 11. https://databoks.katadata.co.id
Asti, W. P., Handayani, P. W., & Azzahro, F. (2021). Influence of Trust, Perceived Value, and Attitude on Customers’ Repurchase Intention for E-Grocery. Journal of Food Products Marketing, 27(3), 157–171. https://doi.org/10.1080/10454446.2021.1922325
Baird, C. H., & Parasnis, G. (2011). From Social Media to Social Customer Relationship Management. Strategy and Leadership, 39(5), 30–37. https://doi.org/10.1108/10878571111161507
Bernard, R., Hutomo, E., Maduretno, P., & Junaedi, S. (2021). The Importance of eWOM Elements on Online Repurchase Intention: Roles of Trust and Perceived Usefulness. Jurnal Ekonomi Indonesia •, 10, 2021.
Cheung, C. M. K., & Thadani, D. R. (2012). The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model. Decision Support Systems, 54(1), 461–470. https://doi.org/10.1016/j.dss.2012.06.008
Chu, S. C., & Kim, Y. (2011). Determinants of Consumer Engagement in Electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
Daowd, A., Hasan, R., Eldabi, T., & Rafi-ul-Shan, P. M. (2020). Factors Affecting EWOM Credibility, Information Adoption and Purchase Intention on Generation Y: a Case from Thailand. Journal of Enterprise Information Management, 34(3), 838–859. https://doi.org/10.1108/JEIM-04-2019-0118
Erkan, I., & Evans, C. (2016). The Influence of EWOM in Social Media on Consumers’ Purchase Intentions: An Extended Approach to Information Adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003
Fachri, A., Hudayah, S., & Indriastuti, H. (2021). Influence of Information Quality and System Quality and Quality of Digital Payment on Consumer Satisfaction and Repurchase Intention on Gojek Users in the City of Samarinda. International Journal of Economics, Business and Accounting Research (IJEBAR) , 5. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Filieri, R., & McLeay, F. (2014). E-WOM and Accommodation: An Analysis of the Factors That Influence Travelers’ Adoption of Information from Online Reviews. Journal of Travel Research, 53(1), 44–57. https://doi.org/10.1177/0047287513481274
Hidayah, R. T., Yolinda, S., & Nugraha Deden Novan Setiawan. (2019). The Effects of the Quality of Service and Social Media on the Interests of Argo Parahyangan Train Passengers on Bandung-Jakarta. International Journal of Innovation, Creativity and Change. Www.Ijicc.Net, 6(5). www.ijicc.net
Ho, V. T., Phan, N. T., & Le-Hoang, P. V. (2021). Impact of Electronic Word of Mouth to the Purchase Intention - the Case of Instagram. Independent Journal of Management & Production, 12(4), 1019–1033. https://doi.org/10.14807/ijmp.v12i4.1336
Huang, Z., & Benyoucef, M. (2013). From E-Commerce to Social Commerce: A Close Look at Design Features. Electronic Commerce Research and Applications, 12(4), 246–259. https://doi.org/10.1016/j.elerap.2012.12.003
Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023). EWOM via the TikTok Application and its Influence on the Purchase Intention of Somethinc Products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007
Ismagilova Elvira, Dwivedi Yogesh K, & Williams Michael. (2017). Electronic Word od Mouth(eWOM) in the Marketing Contect. A state of the Art Analysis and Future Direction. http://www.springer.com/series/8860
Jalil, M. I. A., Bakri, M. A., & Hassan, Z. (2021). Halal Cosmetic Repurchase Intention : The Role of Marketing on Social Media. Journal of Islamic Monetary Economics and Finance, 7(4), 629–650. https://doi.org/10.21098/jimf.v7i4.1379
Jiang, G., Liu, F., Liu, W., Liu, S., Chen, Y., & Xu, D. (2021). Effects of Information Quality on Information Adoption on Social Media Review Platforms: Moderating Role of Perceived Risk. Data Science and Management, 1(1), 13–22. https://doi.org/10.1016/j.dsm.2021.02.004
Khan, A. G. (2016). Electronic Commerce: A Study on Benefits and Challenges in an Emerging Economy. Global Journals Inc. (USA) , 16(1).
Lee, S., & Choeh, J. Y. (2021). The Moderating Effect of Movie Production Efficiency on the Relationship Between EWOM and Review Helpfulness. Management Research Review, 44(2), 341–358. https://doi.org/10.1108/MRR-01-2020-0057
Leong, C. M., Loi, A. M. W., & Woon, S. (2022). The Influence of Social Media EWOM Information on Purchase Intention. Journal of Marketing Analytics, 10(2), 145–157. https://doi.org/10.1057/s41270-021-00132-9
Ngarmwongnoi, C., Oliveira, J. S., AbedRabbo, M., & Mousavi, S. (2020). The implications of eWOM adoption on the customer journey. Journal of Consumer Marketing, 37(7), 749–759. https://doi.org/10.1108/JCM-10-2019-3450
Prihartini, D., & Damastuti, R. (2022). Pengaruh E-WOM terhadap Minat Beli Skincare Lokal pada Followers Twitter @ohmybeautybank. In Jurnal Ilmu Komunikasi (Vol. 4, Issue 1).
Puspitasari, I., & Briliana, V. (2017). Pengaruh Perceived Ease-of Use, Perceived Usefulness, Trust dan Perceived Enjoyment Terhadap Repurchase Intention ( Studi Kasus pada Website Zalora Indonesia). Jurnal Bisnis dan Akuntansi, 19(2), 171–182. http://jurnaltsm.id/index.php/JBA
Putra, M. P., Wayan, N., & Suprapti, S. (2020). The Application Of The Elaboration Likelihood Model In Explaining E-Wom Adoption And Repurchase Intention. American Journal of Humanities and Social Sciences Research, 4(8), 259–267. www.ajhssr.com
Rahaman, M. A., Hassan, H. M. K., Al Asheq, A., & Islam, K. M. A. (2022). The Interplay Between EWOM Information and Purchase Intention on Social Media: Through the Lens of IAM and TAM Theory. PLoS ONE, 17(9 September). https://doi.org/10.1371/journal.pone.0272926
Residona, A. S. (2019). Pengaruh Electronic Word of Mouth (ewom) Terhadap Purchase Intention Produk Skincare dengan Brand Image Sebagai Variabel Media ( Studi Pada Pengakses Akun Instagram @wardahbeauty di Kota Malang.
Ruangkanjanases, A., Jeebjong, P., Natalia, & Sanny, L. (2021). E-wom and its impacts on purchasing behavior: A comparative study between Thai and Indonesian millennials. International Journal of Electronic Commerce Studies, 12(1), 65–82. https://doi.org/10.7903/IJECS.1893
Santi Gusti Ayu Putu Candra, & Suasana Gst A Kt Gd. (2021). The Role of Brand Image Mediates the Effect of Electronic Word of Mouth on Repurchase Intention in Starbuck Coffee. In International Journal of Management and Commerce Innovations (Vol. 9). www.researchpublish.com
Sardar, A., Manzoor, A., Shaikh, K. A., & Ali, L. (2021). An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption. SAGE Open, 11(4). https://doi.org/10.1177/21582440211052547
Sibarani, S. O. F., Ambayoen, M. A., & Prasetyo, H. (2022). Pengaruh E-WOM pada Media Sosial Instagram terhadap Keputusan Pembelian Produk Sayuran di Bos Sayur Malang yang Dimediasi oleh Kepercayaan Konsumen. Jurnal Ekonomi Pertanian Dan Agribisnis, 6(3), 1038. https://doi.org/10.21776/ub.jepa.2022.006.03.24
Soedionon Wabisono, Prasastyo Klemens Wedanaji, & Adeline Maria Maria. (2020). Pengaruh Brand Experience, Brand Image-Congruence, Brand Affect dan Brand Trust Terhadap Repurchase Intention Pada Produk Fashion Berrybenka Secara Online di Jakarta. MEDIA BISNIS , 12(1), 57–66. http://jurnaltsm.id/index.php/MB
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R & D.
Sussman, S. W., & Siegal, W. S. (2003). Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research, 14(1), 47–65. https://doi.org/10.1287/isre.14.1.47.14767
Tampubolon Ary Samuel, & Sharif Osa Omar. (2022). The Effect of Information Quality Social Psychological Distance, Sense of Power & Trust on Customer Purchase Intention Tokopedia Consumers in Nusa Tenggara Barat. International Journal of Social Sciences and Management Review, 05(04), 105–113. https://doi.org/10.37602/ijssmr.2022.5409
Tandon, A., Aakash, A., & Aggarwal, A. G. (2020). Impact of EWOM, Website Quality, and Product Satisfaction on Customer Satisfaction and Repurchase Intention: moderating Role of Shipping and Handling. International Journal of System Assurance Engineering and Management, 11, 349–356. https://doi.org/10.1007/s13198-020-00954-3
Teng, S., & Khong, K. W. (2015). Conceptualising Cues in Social Media. In Expert Systems with Applications and Journal of Business Ethics (Vol. 9, Issue 3).
Wang, Y. (2016). Information Adoption Model, a Review of the Literature. Journal of Economics, Business and Management, 4(11), 618–622. https://doi.org/10.18178/joebm.2016.4.11.462
Wigand, R. T., & Benjamin, R. I. (2008). Web 2.0 and beyond: Implications for eEectronic Commerce. ACM International Conference Proceeding Series. https://doi.org/10.1145/1409540.1409550
Published
2025-07-08
How to Cite
Juita, S., & Abror, A. (2025). The influence of electronic word of mouth (eWOM) via Instagram on repurchase intention: The Influence of Electronic Word of Mouth (EWOM) on the Instagram Application on Repurchase Intention of Skintific products. Marketing Management Studies, 5(2), 163-175. https://doi.org/10.24036/mms.v5i2.599
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Articles
