Pengaruh Digital Marketing dan Electronic Word of Mouth (E-WOM) terhadap Minat Beli Generasi Z

Annisa Fadhillah Sukma; Nonika Dewi Shadrina

doi:10.61132/menawan.v4i4.2412

Authors

Annisa Fadhillah Sukma Universitas Prof. Dr. Hazairin, SH
Nonika Dewi Shadrina Universitas Prof. Dr. Hazairin, SH

DOI:

https://doi.org/10.61132/menawan.v4i4.2412

Keywords:

Digital Marketing, Electronic Word of Mouth, Generation Z, Purchase Intention, SEM-PLS

Abstract

The development of digital technology has changed consumer behavior patterns, especially among Generation Z, who grew up as digital natives and are highly active on social media. This study aims to analyze the effect of Digital Marketing and Electronic Word of Mouth (E-WOM) on Generation Z Consumers' Purchase Intention, both partially and simultaneously, given the inconsistent findings of prior studies regarding these two variables. This research applies a quantitative associative approach using Partial Least Square Structural Equation Modeling (SEM-PLS) with SmartPLS 4. The population consists of Generation Z consumers (born 1997–2012) who have been exposed to digital marketing and electronic reviews prior to purchasing, selected through purposive sampling, with data collected via an online questionnaire using a 5-point Likert scale. Results from 100 respondents show that Digital Marketing and E-WOM each have a positive and significant effect on Purchase Intention, both partially (β = 0.367 and β = 0.522; p < 0.05) and simultaneously (R² = 0.470; F = 42.935; p < 0.05), so all three hypotheses are supported. E-WOM shows a stronger effect than Digital Marketing. These findings reinforce digital marketing literature and provide practical contributions for businesses in designing Digital Marketing strategies and managing E-WOM effectively to increase Generation Z's purchase intention.

Downloads

Download data is not yet available.

References

Amarain, S., & Permana, E. (2026). Pengaruh Content Marketing, Electronic Word of Mouth, dan Influencer Marketing terhadap Minat Beli Generasi Z Pengguna TikTok Produk Skincare Skintific di Provinsi DKI Jakarta. Jesya (Jurnal Ekonomi dan Ekonomi Syariah), 9(1), 109–123. https://doi.org/10.36778/jesya.v9i1.2513

Bagas, S., Nurfarida, I. N., & Hidayat, C. W. (2023). Peran digital marketing terhadap minat beli pada TikTok Shop dimediasi electronic word of mouth. MBR (Management and Business Review), 7(2), 238–247. https://doi.org/10.21067/mbr.v7i2.9453

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

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

Fitrianingsih, A., Bachri, S., Muzakir, & Farid. (2025). Pengaruh content marketing dan electronic word of mouth (E-WoM) terhadap purchase decision produk Skin1004 yang dimediasi oleh fear of missing out (FoMO) (studi kasus pada Gen Z di Kota Palu). E-BISMA (Entrepreneurship Bisnis Manajemen Akuntansi), 6(1), 167–187. https://doi.org/10.37631/ebisma.v6i1.1830

Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage.

Hodijah, C., Rahmani, S., & Abdillah, F. (2025). The impact of digital marketing via TikTok Shop on Generation Z's purchase decisions. Jurnal Informatika Ekonomi Bisnis, 7(4), 852–856. https://doi.org/10.37034/infeb.v7i4.1298

Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson.

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson.

Nafi', A. R., Yulianto, M. R., & Rachmadany, A. (2025). The influence of content marketing, E-WOM, and brand awareness on purchase intention of Eiger products on TikTok among Generation Z. International Journal of Artificial Intelligence for Digital Marketing, 2(10), 129–147. https://doi.org/10.61796/ijaifd.v2i10.423

Rusli, C. A., & Mulyandi, M. R. (2019). Pengaruh penggunaan media sosial, electronic word of mouth (eWOM) terhadap keputusan pembelian konsumen dan dimediasi oleh kepercayaan. https://doi.org/10.33510/slki.2019.149-158

Sahabuddin, R., Azhari, A., Riska, Kamila, I. C., Maharani, R., & Dzikry, M. A. (2025). Pengaruh digital marketing dan online customer review terhadap keputusan pembelian online di kalangan Generasi Z. PENG: Jurnal Ekonomi dan Manajemen, 2(3), 3580–3592. https://doi.org/10.62710/47dft040

Sholikhah, D. M., Simanullang, M. A., & Prasetya, B. P. (2025). Pengaruh digital marketing dan e-WOM (elektronik word of mouth) terhadap minat beli konsumen Nilu Kopi di Provinsi Yogyakarta. Jurnal Rimba: Riset Ilmu Manajemen Bisnis dan Akuntansi, 3(3), 238–246. https://doi.org/10.61132/rimba.v3i3.2049

Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.