1.png)
Pengaruh E-WOM Terhadap Niat Beli Ulang Yang Dimediasi Kepercayaan Pelanggan Pada Produk Hijau
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (E-WOM) terhadap niat beli ulang yang dimediasi oleh kepercayaan pelanggan pada produk hijau. Penelitian menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui survei daring menggunakan kuesioner Google Form kepada konsumen di Solo Raya yang pernah membeli dan menggunakan produk hijau dalam enam bulan terakhir. Teknik purposive sampling digunakan dengan jumlah sampel sebanyak 200 responden. Data diukur menggunakan skala Likert lima tingkat dan dianalisis dengan metode Structural Equation Model berbasis Partial Least Square (SEM-PLS) melalui pengujian outer model dan inner model. Hasil penelitian menunjukkan bahwa E-WOM berpengaruh positif dan signifikan terhadap niat beli ulang dan kepercayaan pelanggan. Kepercayaan pelanggan juga terbukti berpengaruh positif dan signifikan terhadap niat beli ulang serta mampu memediasi pengaruh E-WOM terhadap niat beli ulang. Temuan ini menegaskan pentingnya pengelolaan E-WOM dan pembangunan kepercayaan pelanggan dalam meningkatkan niat beli ulang pada produk hijau.
Keywords
Full Text:
PDFReferences
Abraham, Nafiria Zephaniah, and Lamhot Henry Pasaribu. 2022. “The Effect Of Growth Hacking , Brand Image , Electronic Word Of Mouth On Repurchase Decisions On Beauty Products ( Study On Adara Cosmetics ).” Enrichment: Journal of Management 12(April 2017): 2602–14.
Agustina Rennie, Hinggo Tachta Hichmaed, and Zammam zaki. 2023. “Tabel 1 Data Penjualan Produk Erigo Dari Platform Shopee.” Jurnal Ilmiah Mahasiswa Merdeka EMBA 2(1): 433–45.
Alrizki, Gilang, and Citra Kusuma Dewi. 2024. “Pengaruh Green Marketing Terhadap Green Buying Behavior Melalui Environmental Knowledge: Studi Pada Unilever Indonesia.” Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah 6(3): 4047–61. doi:10.47467/alkharaj.v6i3.6208.
Anastasiei, Bogdan, Nicoleta Dospinescu, and Octavian Dospinescu. 2024. “Individual and Product-Related Antecedents of Electronic Word-of-Mouth.” Aslib Journal of Information Management. doi:10.1108/AJIM-04-2024-0353.
Aprilia, Dinda, and Leni Evangalista. 2024. “Pengaruh E-Wom Dan Brand Image Terhadap Repurchase Intention Yang Dimediasi Oleh Customer Trust Teh Pucuk Harum Di Kota Bandung.” JIIP - Jurnal Ilmiah Ilmu Pendidikan 7(3): 3127–34. doi:10.54371/jiip.v7i3.3726.
Asri, Hendri Rahmayani, Ekaning Setyarini, Hantoro Arief Gisijanto, and Nenik Diah Hartanti. 2022. “Pengaruh Pengalaman Pelanggan Dan Kepercayaan Terhadap Niat Beli Ulang Melalui Kepuasan Pelanggan Sebagai Variabel Mediasi.” Eqien - Jurnal Ekonomi dan Bisnis 11(04). doi:10.34308/eqien.v11i04.1283.
Bhardwaj, Amit Kumar, Arunesh Garg, Shri Ram, Yuvraj Gajpal, and Chengsi Zheng. 2020. “Research Trends in Green Product for Environment: A Bibliometric Perspective.” International Journal of Environmental Research and Public Health 17(22): 1–21. doi:10.3390/ijerph17228469.
Bosnjak, Michael, Icek Ajzen, and Peter Schmidt. 2020. “Editorial The Theory of Planned Behavior : Selected Recent Advances and Applications.” (April 2020).
Dwisakti, Nettilin Watu Maria, Haddy Suprapto, and Dyah Sugandini. 2021. “Peran Mediasi Kepercayaan Pada Pengaruh Kualitas Website Dan E-Wom Terhadap Minat Beli Ulang Di Tokopedia Oleh Konsumen Online Generasi Milenial Di Daerah Istimewa Yogyakarta.” SEMNASIF : Seminar Nasional Informatika: 337–51.
Febrianti, Zahra, and Mirzam Arqy Ahmadi. 2025. “Pengaruh Electronic Word of Mouth (E-WOM) Pada Social Media Terhadap Brand Image Dan Minat Beli Produk.” Jurnal Ekonomi dan Manajemen 2(1): 1110–20.
Fenta, Yebcha, Manjit Singh, and Raj Kumar Gautam. 2024. “Antecedents of Consumers’ Green Product Purchase Intention: An Insight from Ethiopia.” Cogent Business and Management 11(1). doi:10.1080/23311975.2024.2361865.
Ghozali, L., & Latan. 2014. Structural Equation Modelling (SEM) Metode Alternatif Dengan Menggunakan Partial Least Squares (PLS). Badan Penerbit Universitas Diponegoro.
Ghozali, L., & Latan. 2014. Structural Equation Modelling (SEM) Metode Alternatif Dengan Menggunakan Partial Least Squares (PLS). Badan Penerbit Universitas Diponegoro.
Ginting, Yanti Mayasari, Teddy Chandra, Ikas Miran, and Yusriadi Yusriadi. 2023. “Repurchase Intention of E-Commerce Customers in Indonesia: An Overview of the Effect of e-Service Quality, e-Word of Mouth, Customer Trust, and Customer Satisfaction Mediation.” International Journal of Data and Network Science 7(1): 329–40. doi:10.5267/j.ijdns.2022.10.001.
Goyette I., L Ricard, Bergeron J., and Marticotte F. 2010. “E‐WOM Scale: Word‐of‐mouth Measurement Scale for E‐services Context.” Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l’Administration 27(1): 5–23.
Hafidz, Gilang Pratama, and Ririn Ulfianih Muslimah. 2023. “Pengaruh Kualitas Layanan, Citra Merek, Kepercayaan Pelanggan Dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Produk Herbalife.” Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) 7(1): 253–74. doi:10.31955/mea.v7i1.2912.
Hasim, Michael, and Retno Budi Lestari. 2022. “Pengaruh Potongan Harga, Motivasi Belanja Hedonis, E-WOM Dan Gaya Hidup Berbelanja Terhadap Impulse Buying Di Tokopedia.” Jurnal Ilmiah Ekonomi Dan Bisnis Universitas Multi Data Palembang 12(1): 59–69.
Irawan, Rendy, Istiatin, and Supawi Pawenang. 2022. “Edunomika – Vol. 06, No. 01 (2022).” Edunomika 06(01): 465–74.
Javed, Muhammad, and Min Wu. 2019. “Effects of Online Retailer after Delivery Services on Repurchase Intention: An Empirical Analysis of Customers’ Past Experience and Future Confidence with the Retailer.” Journal of Retailing and Consumer Services 54: 101942. doi:10.1016/j.jretconser.2019.101942.
Juliandi, Dr. Azuar. 2018. Modul Pelatihan Structural Equation Model Partial Least Square (SEM-PLS) Menggunakan SmartPLS. Batam. doi:10.5281/zenodo.2538001.
Junianingrum, Sherli, Nanang Apriliyanto, and Lukman Zaini Abdullah. 2023. “Repurchase Intention Based On E-Service Quality And Customer Trust At Three Top Brand E-Commerce Indonesia.” IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita 12(2): 226–40. doi:10.46367/iqtishaduna.v12i2.1513.
Karisma Devantha, Komang, and Ni Wayan Ekawati. 2020. “The Effect of EWOM and Brand Image on Perceived Value, and Its Impact on Repurchase Intention.” International Journal of Management and Commerce Innovations 8(2): 312–21.
Khairunnisa, Aziza Hanifa, Jahtu Widya Ningrum, Nurul Huda, and Nova Rini. 2020. “Pengaruh Brand Awareness Dan Kepercayaan Terhadap Keputusan Menyalurkan Zakat Dan Donasi Melalui Tokopedia.” Jurnal Ilmiah Ekonomi Islam 6(2): 284. doi:10.29040/jiei.v6i2.761.
Khan, Zebran, Ariba Khan, Mohammed Kamalun Nabi, Zeba Khanam, and Mohd Arwab. 2023. “The Effect of EWOM on Consumer Purchase Intention and Mediating Role of Brand Equity: A Study of Apparel Brands.” Research Journal of Textile and Apparel (July). doi:10.1108/RJTA-11-2022-0133.
Khusnul Qhotimah. 2025. “Pengaruh Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Kosmetik Merek Skintific Melalui Customer Trust Sebagai Variabel Mediasi.” Reliability: Jurnal Ilmu Manajemen 2(3 SE-Articles): 430–40. doi:10.55098/nfs6yd32.
Kurniasih, Dedeh. 2021. Kepuasan Konsumen: Studi Terhadap Word of Mouth, Kualitas Layanan Dan Citra Merek [Consumer Satisfaction: A Study of Word of Mouth, Service Quality and Brand Image]. Bintang Visitama.
Kuswati, R. ., Putro, W. T. ., Mukharomah, W. ., & Isa, M. . (2021). The Effects of Brand Image on Consumer Loyalty: The Role of Consumer Satisfaction and Brand Trust as Intervening Variables. Urecol Journal. Part B: Economics and Business, 1(2), 58–71. https://doi.org/10.53017/ujeb.91.
Laparojkit, Sumana, and Muttanachai Suttipun. 2021. “The Influence of Customer Trust and Loyalty on Repurchase Intention of Domestic Courism: A Case Study in Thailand during COVID-19 Crisis.” Journal of Asian Finance, Ecomomis and Business 8(5): 961–69. doi:10.13106/jafeb.2021.vol8.no5.0961.
Mahmoud, Mahmoud Abdulai, Alimatu Sadia Seidu, Ernest Yaw Tweneboah-Koduah, and Abdul Salam Ahmed. 2024. “Green Marketing Mix and Repurchase Intention: The Role of Green Knowledge.” African Journal of Economic and Management Studies 15(3): 501–18. doi:10.1108/AJEMS-04-2023-0137.
Martuah, Akbar, Habibi Nasution, and Mohamad Rizan. 2023. “Journal THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) AND BRAND IMAGE ON REPURCHASE INTENTION THROUGH CONSUMER TRUST AS AN INTERVENING VARIABLE IN CURRENT TEA SHOP PRODUCTS.” International Journal of Current Economics & Business Ventures 1(3): 315–27. https://scholarsnetwork.org/journal/index.php/ijeb.
Melia, Cika. 2023. “Pengaruh Digital Marketing, Customer Experience Dan Customer Trust Terhadap Repurchase Intention Secara Online Produk Kosmetik Wardah.” Jurnal Simki Economic 6(2): 242–54. doi:10.29407/jse.v6i2.244.
Miao, Miao, Tariq Jalees, Syed Imran Zaman, Sherbaz Khan, Noor ul Ain Hanif, and Muhammad Kashif Javed. 2022. “The Influence of E-Customer Satisfaction, e-Trust and Perceived Value on Consumer’s Repurchase Intention in B2C e-Commerce Segment.” Asia Pacific Journal of Marketing and Logistics 34(10): 2184–2206. doi:10.1108/APJML-03-2021-0221.
Novana, Imaya Gera, and Egi Radiansyah. 2025. “Pengaruh Electronic Word of Mouth (e-Wom) Terhadap Loyalitas Pelanggan Pink Flash Di Kota Kalianda Dengan Kepercayaan Pelanggan Sebagai Variabel Mediasi.” Edu Society: Jurnal Pendidikan, Ilmu Sosial Dan Pengabdian Kepada Masyarakat 5(2): 1049–61.
Novitalia, T. D., & Kuswati, R. (2025). Pengaruh electronic word of mouth dan brand image terhadap niat beli konsumen Gen Z pada produk kosmetik yang dimediasi brand trust. Jurnal Ekuilnomi, 7(2), 473–482. https://doi.org/10.36985/xg23qe72.
Pebrina, Erni Taruli, Ipang Sasono, Dhaniel Hutagalung, Riyanto Riyanto, and Masduki Asbari. 2021. “Analisis Pengaruh Theory Of Planned Behavior.” Edukatif : Jurnal Ilmu Pendidikan 3(6): 4426–38.
Pratiwi, Dwi. 2020. “Factors Affecting Green Purchase Behavior of Cosmetic Products Among Millennial Consumers in Indonesia.” Relevance: Journal of Management and Business 3: 126–35. doi:10.22515/relevance.v3i2.2946.
Priscillia, Melissa, Herlina Budiono, Hendra Wiyanto, and Hannes Widjaya. 2021. “The Effects of Website Design Quality and Service Quality on Repurchase Intention Among Shopee Customers in Jakarta, with Customer Trust as a Mediating Variable.” Proceedings of the Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020) 174(Icebm 2020): 38–44. doi:10.2991/aebmr.k.210507.006.
Putri, Cindy Meidiyanti, and Sumartik Sumartik. 2024. “Pengaruh Electronic Word Of Mouth, Kepercayaan Merek, Dan Citra Merek Terhadap Niat Pembelian Ulang.” Jurnal Inovasi Daerah 3(1): 39–56. doi:10.53697/jid.v3i1.33.
Rahmi yuliana. 2022. “ANALISIS GREEN PRODUK, GREEN MARKETING DAN GREEN KNOWLADGE DI KOTA SEMARANG Rahmi Yuliana, 1 Setyo Pantawis 2 STIE Bank BPD Jateng.” 06(01): 1–6.
Reza Dwi Anggara, Setyo Ferry Wibowo, and Nadya Fadillah Fidhyallah. 2025. “Pengaruh Influencer Credibility, Dan Ewom Pada Tiktok Shop Terhadap Purchase Intention: Consumer Trust Sebagai Variabel Mediasi.” Jurnal Ilmiah Ekonomi, Manajemen, Bisnis Dan Akuntansi 2(4): 530–39. doi:10.61722/jemba.v2i4.1228.
Roger, Bougie, and Sekaran Uma. 2019. 11 Sustainability (Switzerland) Research Methods for Business A Skill-Building Approach. http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI.
Ruswanti, Endang, Aprilita Rina Yanti Eff, and Medina Diyah Kusumawati. 2020. “Word of Mouth, Trust, Satisfaction and Effect of Repurchase Intention to Batavia Hospital in West Jakarta, Indonesia.” Management Science Letters 10(2): 265–70. doi:10.5267/j.msl.2019.9.006.
Safa’atin, Haya Nur, Heri Pratikto, and Titis Shinta Dhewi. 2023. “The Role Of Trust in Mediating Perceived Risk and Electronic Word-Of-Mouth Variables Against Repurchase Intention 1,2,3.” International Journal Of Humanities Education And Social Sciences (IJHESS) 2(5): 1468–80.
Safira, Amanda, Usep Suhud, and Nofriska Krissanya. 2025. “The Role of E-Wom, Brand Image, Brand Experience, and Brand Trust in Shaping Repurchase Intention on Healthy Instant Noodle Products.” 5(1): 98–112.
Sari, Nasya Nirma, Amrin Fauzi, and Endang Sulistya Rini. 2021. “The Effect of Electronic Word of Mouth (E-Wom) and Brand Image on Repurchase Intention Moderated by Brand Trust in the Garuda Indonesia Airline.” International Journal of Research and Review 8(9): 81–91. doi:10.52403/ijrr.20210912.
Semet, Heidy Amoi Ida Faustina, Paulus Kindangen, and Joy Elly Tulung. 2021. “The Influence Of Consumer Perceived Value Dimensions Of Consumer Repurchase Intention Of Imported Thrift Clothes (Study Case: Rumah Live Online Manado).” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi 9(4): 532–42.
Siddiqui, Mohd Shuaib, Urooj Ahmad Siddiqui, Mohammed Arshad Khan, Ibrahim Ghazi Alkandi, Anoop Krishna Saxena, and Jaziba Haroon Siddiqui. 2021. “Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India.” Journal of Theoretical and Applied Electronic Commerce Research 16(4): 1008–24. doi:10.3390/jtaer16040057.
Suhartanto, Dwi, Ani Kartikasari, Raditha Hapsari, Bambang Setio Budianto, Mukhamad Najib, and Yackob Astor. 2021. “Predicting Young Customers’ Intention to Repurchase Green Plastic Products: Incorporating Trust Model into Purchase Intention Model.” Journal of Asia Business Studies 15(3): 441–56. doi:10.1108/JABS-04-2020-0150.
Suliatiana, Risma Endah, and Rini Kuswati. 2024. “Pengaruh Green Self Identity Dan Environmental Risk Perception Terhadap Sustainable Food Consumption Yang Dimediasi Oleh Self-Congruity.” Excellent 11(1): 54–62. doi:10.36587/exc.v11i1.1729.
Tajudinnur, M., Fazriansyah Fazriansyah, Ricky Ferdian, Iskandar Iskandar, and Ilham Ilham. 2022. “Pengaruh Harga, Kualitas Produk Dan Pemasaran Digital Terhadap Niat Beli Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening.” Sebatik 26(2): 673–87. doi:10.46984/sebatik.v26i2.2112.
Umair Manzoor, Sajjad Ahmad Baig, Muhammad Hashim, and Abdul Sami. 2020. “Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating Role of Customer Trust.” International Journal of Entrepreneurial Research 3(2): 41–48. doi:10.31580/ijer.v3i2.1386.
Mutoni Uwase N. 2025. 12 Iaa Journal of Art and Humanities Consumer Behavior in the Digital Age. doi:10.59298/iaajah/2025/1217783.
Yani, Ahmad, and Aprilia Dian Evasari. 2024. “Repurchase Intention Dipengaruhi Green Marketing Dan E-WOM Melalui Brand Image Kopi Kekinian Di Kota Kediri.” 24: 1–23.
Zhang, Leibao, Yanli Fan, Wenyu Zhang, and Shuai Zhang. 2019. “Extending the Theory of Planned Behavior to Explain the Effects of Cognitive Factors across Different Kinds of Green Products.” Sustainability (Switzerland) 11(15): 1–17. doi:10.3390/su11154222.
DOI: https://doi.org/10.17509/ijdb.v5i4.98139
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Universitas Pendidikan Indonesia (UPI)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Indonesian Journal of Digital Business is published by Universitas Pendidikan Indonesia (UPI)
and managed by Department of Digital Business
Jl. Dr. Setiabudi No.229, Kota Bandung, Indonesia - 40154
View My Stats