Electronic Word of Mouth dan Pengaruhnya pada Minat Beli Produk Ramah Lingkungan di Rokan Hulu
DOI:
https://doi.org/10.32502/mti.v11i1.2133Keywords:
Electronic word of mouth, Purchase intention, Green Product, eWOM AdaptionAbstract
Purpose– This study investigates the influence of electronic word of mouth (eWOM) on green purchase intention.
Design/methodology– The type of research used is a quantitative approach. Data collection was conducted using a questionnaire administered via Google Forms. Respondents must meet the following criteria: be at least 16 years old and have used environmentally friendly products for at least the past three months. Instrument testing was conducted with 50 respondents. This study was conducted in Rokan Hulu Regency, Riau Province. This study used Structural Equation Modeling (SEM) with data from 300 respondents.
Findings - The results of the study showed that eWOM Quality, eWOM Usefulness, eWOM adoption, and attitude toward eWOM have a significant positive effect on green purchase intention. However, eWOM credibility was found to have no significant effect on green purchases
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
Casal-Ribeiro, M., & Pennington-Gray, L. (2025). Bolstering or enhancing? The impact of crisis response strategies in eWOM and booking intentions. Journal of Hospitality and Tourism Insights, 9(1), 240–260. https://doi.org/10.1108/JHTI-02-2025-0296
Cooper, D. R., & Schindler, P. S. (2014). Business Research methods (12th ed.). McGraw Hill International Edition.
Cunico, P., Mason, M. C., Zamparo, G., & Moretti, A. (2026). From screen to table: an in-depth investigation of online ratings in leisure dining experiences. Leisure Studies. https://doi.org/10.1080/02614367.2026.2656250
Devi, & Pratama. (2025). THE INFLUENCE OF CONTENT STRATEGY ON INCREASING ENGAGEMENT ON THE INSTAGRAM ACCOUNT @lionparcel_solo. . International Journal of Environmental, Sustainability, and Social Science. https://doi.org/https://doi.org/10.38142/ijesss.v6i6.1751
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. https://www.sciencedirect.com/science/article/pii/S0747563216301650
Erkan, I., & Evans, C. (2018). Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications. https://doi.org/10.1080/13527266.2016.1184706
Filieri, R., Acikgoz, F., Li, C., & Alguezaui, S. (2022). Influencers’“organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty. Psychology & Marketing. https://doi.org/10.1002/mar.21760
Ginanjar Saputra, G. (2023). Factors in Influencer Marketing That Affect Generation Z’s Impulse Buying Behavior on Instagram (Vol. 13, Number 2).
Hair, Jr. , J. F. , et al. (2011). Multivariate Data Analysis (Fifth). Prentice Hall, Inc.
Hennig-Thurau, T., Walsh, G., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the Internet. … Journal of Electronic …. https://doi.org/10.1080/10864415.2003.11044293
Levy, S., & Gvili, Y. (2015). How credible is e-word of mouth across digital-marketing channels?: the roles of social capital, information richness, and interactivity. Journal of Advertising Research. http://www.journalofadvertisingresearch.com/content/55/1/95.short
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management. https://www.sciencedirect.com/science/article/pii/S0261517707001343
Nisa, N. H., & Roostika, R. R. R. (2024). Analysis of Social Media Interaction on Purchase Intention Mediated by Source Credibility, Homophily and Content Quality. Jurnal Manajemen Bisnis, 11(2), 1878–1893. https://doi.org/10.33096/jmb.v11i2.946
Perez-Aranda, J., Tolkach, D., & Panchal, J. H. (2024). Reputation and eWOM in accommodation decision-making: insights from Generation Z users. Tourism Review. https://doi.org/10.1108/TR-03-2024-0185
Rahaman, M. A., Hassan, H. M. K., Al Asheq, A., & Islam, K. M. A. (2022a). 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
Rahman, M., & Mia, M. N. (2025). The Influence of Electronic Word-of-Mouth (eWOM) on Promoting Sustainable Tourism in Bangladesh. Human Behavior and Emerging Technologies, 2025(1). https://doi.org/10.1155/hbe2/6650724
Rhee, C. E., & Choi, J. H. (2020). Effects of personalization and social role in voice shopping: An experimental study on product recommendation by a conversational voice agent. Comput. Hum. Behav., 109, 106359. https://api.semanticscholar.org/CorpusID:216481215
Sikder, S., Shovon, K., Razu, A., Raju, R. A., & Chandra Bala, S. (2024). The Analysis of Influences of Social Media on Consumer Purchasing Decision. International Journal of Management and Commerce Innovations, 12, 134–146. https://doi.org/10.5281/zenodo.14587036
Subekti, T. A., Mulya, F., & Akmal, J. (2025). Investigation of eWOM on Green Product Purchase Intention among Gen Z : Integrating of eWOM Adoption. MORFAI Journal) ISSN, 5(5), 2808–6635. https://doi.org/10.54443/morfai.v5i5.4343
Subekti, T. A., & Nugroho, S. S. (2023). Impact of information usefulness and adoption in social media on purchase intention :Evidence of Indonesia. Benefit: Jurnal Manajemen Dan Bisnis, 53–69. https://doi.org/10.23917/benefit.v8i2.2461
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
Teng, S., Khong, K. W., Chong, A. Y. L., & Lin, B. (2017). Persuasive electronic word-of-mouth messages in social media. Journal of Computer Information Systems, 57(1), 76–88. https://doi.org/10.1080/08874417.2016.1181501
Tien, D. H., Amaya Rivas, A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249. https://doi.org/10.1016/j.apmrv.2018.06.003
Verma, S., & Yadav, N. (2021). Past, present, and future of electronic word of mouth (EWOM). Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2020.07.001
Wang, Q., Fan, X., & Zhang, W. (2026). The dynamic impact of electronic word-of-mouth (eWOM) in the movie market lifecycle: the moderating role of key creators’ activity on movie attendance. Journal of Retailing and Consumer Services, 88, 104473. https://doi.org/https://doi.org/10.1016/j.jretconser.2025.104473
You, Y., Vadakkepatt, G. G., & Joshi, A. M. (2015). A meta-analysis of electronic word-of-mouth elasticity. Journal of Marketing. https://doi.org/10.1509/jm.14.0169
Zhu, D. H., Chang, Y. P., & Luo, J. J. (2016). Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model. Telematics Informatics, 33, 8–16. https://api.semanticscholar.org/CorpusID:13239161
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Toni Ahmad Subekti, Fitra Mulya, Nurmala Sari, Willi Meilita, Alfa Syahputra, Junifar Akmal
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
