ANALISIS PURCHASE INTENTION PADA E-COMMERCE (Studi Kasus pada Pengguna Sociolla di Kalangan Muda)

Sindy Adiska Marta Dinata, Alfatih Sikki Mangabarani, Diana Triwardhani


This study aims to prove whether electronic word of mouth and brand image affect purchasing interest in e-commerce Sociolla. Based on data obtained from iprice insights, it shows that the order and number of monthly web visitors to Sociolla are still fluctuating, however, the rankings obtained by Sociolla on the AppStore and PlayStore are slowly increasing. The unstable growth of Sociolla is a problem that researchers want to raise because Sociolla has not been able to maintain or improve its position in otherranks e-commerce . This research is a quantitative study with a population that is consumers who have already shopped using e-commerce Sociolla. The number of samples taken was 58 respondents, with a purposive sampling method. Data collection was carried out by distributing questionnaires using google form. The data analysis technique used is descriptive and inferential analysis using the help of the Partial Least Square (PLS)namely the tool,software Smart PLS 3.0. The results of this study indicate that (1) electronic word of mouth does not have a significant effect. (2) brand image has a significant influence on purchase intention.


Electronic Word of Mouth; Citra Merek; Minat Beli.

Full Text:



Echdar, S. (2017). Metode Penelitian Manajemen dan Bisnis. Bogor: Ghalia Indonesia.

Ferdinand, A. (2014). Metode Penelitian Manajemen (5th ed.). Semarang: Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2014). Structural Equation Modeling Metode Alternatif dengan Partial Least Squares (PLS). Semarang: Badan Penerbit Universitas Diponegoro.

Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: Wordof-Mouth Measurement Scale for e-Services Context. Canadian Journal of Administrative Sciences.

Hasan, A. (2013). Marketing dan Kasus-kasus pilihan. Yogyakarta: CAPS (Center For Academic Publishing Service).

Husein, A., Zulkarnain, Z., & Taufiqurrahman, T. (2016). Analisis Pengaruh Iklan Dan Celebrity Endorser Terhadap Citra Merek Dalam Meningkatkan Minat Beli Shampoo Pentene Pada Masyarakat Kota Pekanbaru. Jurnal Online Mahasiswa Fakultas Ekonomi Universitas Riau, 4(1), 243–256.

Jayani, D. H. (2019). Tren Pengguna E-Commerce Terus Tumbuh. Retrieved October 8, 2020, from Databoks website:

Kotler, P., & Keller, K. (2013). Manajemen Pemasaran (Edisi 14). Jakarta.

Kotler, P., & Keller, K. L. (2016). Marketing Management 15th Global Edition. In England: Pearson Educationn Limited. Retrieved from

Morissan. (2015). Periklanan: Komunikasi Pemasaran Terpadu (1st ed.). Jakarta: Prenadamedia Group.

Rahman, A., & Abir, T. (2020). Brand Image, eWOM, Trust and Online Purchase Intention of Digital Products among Malaysian Consumers. Journal of Xi’an University of Architecture & Technology, XII(III), 4935–4946.

Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). New Jersey: Pearson Education.

Sirclo. (2020). Menilik Tren Perkembangan E-Commerce Indonesia di 2020. Retrieved October 8, 2020, from Sirclo website:

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV. Alfabeta.

Timotius. (2017). Pengantar Metodologi Penelitian. Yogyakarta: ANDI.

Torlak, O., Ozkara, B. Y., Tiltay, M. A., Cengiz, H., & Dulger, M. F. (2014). Resolution of the 3rd International Conference “Health Effects of the Chernobyl catastrophe: Results of the 15-year studies” (4-8 June 2001, Kiev, Ukraine). Meditsinskaya Radiologiya I Radiatsionnaya Bezopasnost’, 46(5), 31–33.


  • There are currently no refbacks.

Copyright (c) 2021 Konferensi Riset Nasional Manajemen Akuntansi dan Ekonomi

Diterbitkan oleh: 

Fakultas Ekonomi dan Bisnis, Universitas Pembangunan Nasional Veteran Jakarta

Jl. RS Fatmawati No. 1, Pondok Labu, Jakarta Selatan, Indonesia 12450

Prosiding BIEMA is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.