Pengaruh SMMA Terhadap Keputusan Pembelian Yang Dimediasi Oleh Perceived Trust Dan Ewom Pada Gen Z (Studi Pada Unniqe Store Jepara)
Abstract
The purpose of this study is to analyze the influence of SMMA on the purchase decisions of Gen Z consumers, taking into account the mediating role of Perceived Trust and EWOM. The purpose of this study is to analyze how Social Media Marketing Activities (SMMA) directly and indirectly (through Perceived Trust and EWOM) influence the purchase decisions of Gen Z consumers, both individually and simultaneously. The consumer decisions of Gen Z include Gen Z who shop at Unnique Stores in the Jepara area who are influenced online. Using purposive sampling to collect and analyze data from up to 111 eligible respondents. This study uses the type of data, namely quantitative primary data survey in its data collection method and analyzed using the Rao Purba technique and using PLS processed in SmartPLS 4.0. The study shows that discounts and EWOM have a positive impact on purchase decisions. In other words, the greater the discount offered and the more positive online reviews and recommendations, the more likely consumers are to purchase the product.
Keywords: SMMA, Purchase Decision, Perceived Trust and EWOM
References
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Arsyalan, A. G., & Ariyanti, M. (2019). Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Keputusan Pembelian Di Shopee Oleh Masyarakat Bandung. J eProceedings of Management, 6(3).
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Britania, W., & Roosdhani, M. R. (2024). Pengaruh Perceived Quality, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Produk Skintific (Study Pada Konsumen Di Kabupaten Jepara). J Jurnal Ekonomika dan Manajemen, 13(1), 92-106.
Chen, S.-C., & Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. J Technological forecasting
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Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. J International Journal of Economics Business Research, 17(3), 243-261.
Danniswara, R., Sandhyaduhita, P., & Munajat, Q. (2020). The impact of EWOM referral, celebrity endorsement, and information quality on purchase decision: A case of Instagram. In Global branding: Breakthroughs in research and practice (pp. 882-905): IGI Global.
Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. J PSU Research Review, 2(1), 7-23.
Harpe, S. E. (2015). How to analyze Likert and other rating scale data. J Currents in pharmacy teaching learning, 7(6), 836-850.
Ika, R. A. (2024). Analisis Perbandingan Keputusan Pembelian Offline dan Online Customer Di Toko Dinara Florist. J Jurnal Ilmiah Research Student, 1(3), 592-598.
Ismeirita, I. (2023). Dampak Digitalisasi Ekonomi terhadap Gaya Hidup Generasi Z dan Milenial (Studi Kasus pada Mahasiswa Universitas Panca Sakti Bekasi). J Prosiding FRIMA(6), 675-681.
Kartika, M., & Ganarsih, R. L. (2019). Analisis e-WOM, online shopping experience dan trust terhadap keputusan pembelian dan kepuasan konsumen e-Commerce Shopee pada mahasiswa pascasarjana Universitas Riau. J Jurnal Tepak Manajemen Bisnis, 11(2), 289-307.
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. J Asia Pacific journal of marketing logistics, 33(1), 53-72.
Luthfiyatillah, L., Millatina, A. N., Mujahidah, S. H., & Herianingrum, S. (2020). Efektifitas media instagram dan e-wom (electronic word of mouth) terhadap minat beli serta keputusan pembelian. J Jurnal Penelitian IPTEKS, 5(1), 101-115.
Mahmud, M. S. I., Md Nazmul Ali, Md Rostam Mehjabin, Nadia. (2024). Impact of electronic word of mouth on customers’ buying intention considering trust as a mediator: A SEM approach. J Global Business Review, 25(2_suppl), S184-S198.
Noviyana, S., Kencanawati, M. S., Anggraini, R., & Gayatri, L. A. I. (2022). Pengaruh social media marketing, celebrity endorser, brand image, electronic word of mouth, dan inovasi produk terhadap keputusan pembelian produk wardah. J Eqien-Jurnal Ekonomi Dan Bisnis, 11(1), 906–912-906–912.
Nugraha, P. P. (2023). Keunikan Model Marketing Dari Mulut Ke Mulut Dalam Era Digital. J Jurnal Multidisiplin Indonesia, 2(10), 3160-3169.
Nurhadi, M., Salsabillah, A. S., Suryani, T., & Fauzi, A. A. (2024). Peran Social Media Marketing Activities dalam Membangun Brand Equity dengan Mediasi Brand Trust, Brand Image, Brand Awareness pada Produk SOMETHINC di Indonesia. J PERFORMANCE: Jurnal Bisnis Akuntansi, 14(1), 241-256.
Pasha, K., & Hadibrata, B. (2019). The Impact of Brand Awareness, Brand Association and Perceived Quality on Consumer Purchase Decision of Sampoerna A Mild Products. J Saudi Journal of Economics Finance, 67-76.
Priansa, D. J. (2016). Pengaruh e-wom dan persepsi nilai terhadap keputusan konsumen untuk berbelanja online di Lazada. J Jurnal Ecodemica: Jurnal Ekonomi Manajemen dan Bisnis, 4(1), 117-124.
Putri, R. M., & Istiyanto, B. (2021). Pengaruh harga, kualitas produk, dan celebrity endorser tehadap minat beli produk Scarlett Whitening (Studi kasus pada perempuan di Surakarta). J Jurnal ekobis dewantara, 4(2).
Putri, S. Y., & Meria, L. (2023). Pengaruh persepsi nilai dan kepercayaan terhadap keputusan pembelian yang di mediasi oleh minat beli. J Technomedia Journal, 8(1 Special Issues), 92-107.
Qurniawati, R. S., & Nurohman, Y. A. (2018). eWOM pada generasi Z di sosial media. J Jurnal Manajemen Dayasaing, 20(2), 70-80.
Rahmawati, Y., & Nilowardono, S. (2018). The effect of product quality, brand trust, price and sales promotion on purchase decisions on royal residence surabaya (Case Study In PT. Propnex Realti Visit). J IJIEEB International Journal of Integrated Education, Engineering Business eISSN - pISSN -
1(1), 1-10.
Roosdhani, M. R., Komaryatin, N., Arifin, S., Ali, A., & Huda, N. (2024). FROM LIKES TO RIDES: HOW SOCIAL MEDIA MARKETING ACTIVITIES TRANSFORMS INTO PURCHASE DECISION IN BUS SERVICES. J Jurnal ekobis dewantara, 7(2), 913-929.
Rorie, A. G. S. (2022). Pengaruh Kepercayaan Dan Persepsi Resiko Terhadap Keputusan Pembelian E-Commerce Pada Tokopedia. Com Di Desa Noongan, Kecamatan Langowan Barat. J Jurnal LPPM Bidang EkoSosBudKum, 6(1), 365-376.
Rusiana, D., Iriani, S. S., & Witjaksono, A. D. (2023). Pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Minat Beli dengan Brand Image sebagai Variabel Mediasi pada E-Commerce Tokopedia. J Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 12(2), 410-429.
Saebah, N., & Asikin, M. Z. (2022). Efektivitas Pengembangan Digital Bisnis pada Gen-Z dengan Model Bisnis Canvas. J Jurnal Syntax Transformation, 3(11), 1534-1540.
Savitri, E. A., Zahara, Z., & Ponirin, P. (2016). Pengaruh promosi melalui media sosial terhadap repurchase intention melalui electronic word of mouth. J Jurnal Ilmu Manajemen Universitas Tadulako, 2(3), 241-250.
Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. J Journal of Air Transport Management, 66, 36-41.
Septyadi, M. A. K., Salamah, M., & Nujiyatillah, S. (2022). Literature review keputusan pembelian dan minat beli konsumen pada smartphone: harga dan promosi. J Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 301-313.
Sigar, D., Soepeno, D., & Tampenawas, J. (2021). Pengaruh Brand Ambassador, Viral Marketing dan Brand Trust Terhadap Keputusan Pembelian Sepatu Nike Pada Mahasiswa Fakultas Ekonomi dan Bisnis Unsrat. J Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(4), 841-850.
Singh, N., & Sinha, N. (2020). How perceived trust mediates merchant's intention to use a mobile wallet technology. J Journal of retailing consumer services, 52, 101894.
Sugiyono, P. (2015). Metode penelitian kombinasi (mixed methods). J Bandung: Alfabeta, 28(1), 12.
Utama, F. R., Musa, C. I., Dipoatmodjo, T. S., Haeruddin, M. I. W., & Musa, M. I. (2023). Pengaruh Social Media Marketing Activities Terhadap Keputusan Pembelian di Marketplace Shopee: Survei Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar. J Jurnal Ilmu Manajemen, Bisnis Dan Ekonomi, 1(2), 57-66.
Wahyuni, D. U. (2008). Pengaruh Motivasi, Persepsi dan Sikap Konsumen Terhadap Keputusan Pembelian Sepeda Motor Merek" Honda" di Kawasan Surabaya BaraT. J Jurnal Manajemen dan Kewirausahaan, 10(1), 30-37.
Wulandari, A., & Sampouw, C. P. (2020). Proses Pengambilan Keputusan dalam Situs Belanja Online “Shopee” sebagai Pemenuhan Kebutuhan Konsumen. J JCommsci-Journal Of Media Communication Science, 3(2).
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. J Telematics informatics, 34(7), 1294-1307.
Yunikartika, L., & Harti, H. (2022). Pengaruh social media marketing dan electronic word of mouth (E-WOM) terhadap minat beli kuliner melalui kepercayaan sebagai variabel intervening pada akun Instagram@ carubanmangan. J Jurnal E-Bis, 6(1), 212-230.
Almarashdeh, I., Aldhmour, K., Aljamaeen, R., Alsmadi, M., & Jaradat, G. (2019). The effect of perceived trust in technology, trust in the bank and perceived risk on customer adoption of mobile banking. Paper presented at the 2019 international conference on internet of things, embedded systems and communications (IINTEC).
Ar–Rasyid, M. H., Satiawan, A. A., Alfiansyah, A., & Hamid, R. S. (2023). Analisis Dampak Aktivitas Pemasaran Pada Media Sosial dan Persepsi Harga Terhadap Keputusan Pembelian dan Kepuasan Konsumen. J Jesya, 6(2), 1873-1887.
Arsyalan, A. G., & Ariyanti, M. (2019). Pengaruh Electronic Word Of Mouth (Ewom) Terhadap Keputusan Pembelian Di Shopee Oleh Masyarakat Bandung. J eProceedings of Management, 6(3).
Bilondatu, M. R. (2013). Motivasi, persepsi, dan kepercayaan pengaruhnya terhadap keputusan pembelian konsumen pada sepeda motor Yamaha di Minahasa. J Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 1(3).
Britania, W., & Roosdhani, M. R. (2024). Pengaruh Perceived Quality, Brand Image Dan Brand Trust Terhadap Keputusan Pembelian Produk Skintific (Study Pada Konsumen Di Kabupaten Jepara). J Jurnal Ekonomika dan Manajemen, 13(1), 92-106.
Chen, S.-C., & Lin, C.-P. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. J Technological forecasting
social change, 140, 22-32.
Cheung, M. L., Pires, G. D., & Rosenberger III, P. J. (2019). Developing a conceptual model for examining social media marketing effects on brand awareness and brand image. J International Journal of Economics Business Research, 17(3), 243-261.
Danniswara, R., Sandhyaduhita, P., & Munajat, Q. (2020). The impact of EWOM referral, celebrity endorsement, and information quality on purchase decision: A case of Instagram. In Global branding: Breakthroughs in research and practice (pp. 882-905): IGI Global.
Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. J PSU Research Review, 2(1), 7-23.
Harpe, S. E. (2015). How to analyze Likert and other rating scale data. J Currents in pharmacy teaching learning, 7(6), 836-850.
Ika, R. A. (2024). Analisis Perbandingan Keputusan Pembelian Offline dan Online Customer Di Toko Dinara Florist. J Jurnal Ilmiah Research Student, 1(3), 592-598.
Ismeirita, I. (2023). Dampak Digitalisasi Ekonomi terhadap Gaya Hidup Generasi Z dan Milenial (Studi Kasus pada Mahasiswa Universitas Panca Sakti Bekasi). J Prosiding FRIMA(6), 675-681.
Kartika, M., & Ganarsih, R. L. (2019). Analisis e-WOM, online shopping experience dan trust terhadap keputusan pembelian dan kepuasan konsumen e-Commerce Shopee pada mahasiswa pascasarjana Universitas Riau. J Jurnal Tepak Manajemen Bisnis, 11(2), 289-307.
Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2020). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. J Asia Pacific journal of marketing logistics, 33(1), 53-72.
Luthfiyatillah, L., Millatina, A. N., Mujahidah, S. H., & Herianingrum, S. (2020). Efektifitas media instagram dan e-wom (electronic word of mouth) terhadap minat beli serta keputusan pembelian. J Jurnal Penelitian IPTEKS, 5(1), 101-115.
Mahmud, M. S. I., Md Nazmul Ali, Md Rostam Mehjabin, Nadia. (2024). Impact of electronic word of mouth on customers’ buying intention considering trust as a mediator: A SEM approach. J Global Business Review, 25(2_suppl), S184-S198.
Noviyana, S., Kencanawati, M. S., Anggraini, R., & Gayatri, L. A. I. (2022). Pengaruh social media marketing, celebrity endorser, brand image, electronic word of mouth, dan inovasi produk terhadap keputusan pembelian produk wardah. J Eqien-Jurnal Ekonomi Dan Bisnis, 11(1), 906–912-906–912.
Nugraha, P. P. (2023). Keunikan Model Marketing Dari Mulut Ke Mulut Dalam Era Digital. J Jurnal Multidisiplin Indonesia, 2(10), 3160-3169.
Nurhadi, M., Salsabillah, A. S., Suryani, T., & Fauzi, A. A. (2024). Peran Social Media Marketing Activities dalam Membangun Brand Equity dengan Mediasi Brand Trust, Brand Image, Brand Awareness pada Produk SOMETHINC di Indonesia. J PERFORMANCE: Jurnal Bisnis Akuntansi, 14(1), 241-256.
Pasha, K., & Hadibrata, B. (2019). The Impact of Brand Awareness, Brand Association and Perceived Quality on Consumer Purchase Decision of Sampoerna A Mild Products. J Saudi Journal of Economics Finance, 67-76.
Priansa, D. J. (2016). Pengaruh e-wom dan persepsi nilai terhadap keputusan konsumen untuk berbelanja online di Lazada. J Jurnal Ecodemica: Jurnal Ekonomi Manajemen dan Bisnis, 4(1), 117-124.
Putri, R. M., & Istiyanto, B. (2021). Pengaruh harga, kualitas produk, dan celebrity endorser tehadap minat beli produk Scarlett Whitening (Studi kasus pada perempuan di Surakarta). J Jurnal ekobis dewantara, 4(2).
Putri, S. Y., & Meria, L. (2023). Pengaruh persepsi nilai dan kepercayaan terhadap keputusan pembelian yang di mediasi oleh minat beli. J Technomedia Journal, 8(1 Special Issues), 92-107.
Qurniawati, R. S., & Nurohman, Y. A. (2018). eWOM pada generasi Z di sosial media. J Jurnal Manajemen Dayasaing, 20(2), 70-80.
Rahmawati, Y., & Nilowardono, S. (2018). The effect of product quality, brand trust, price and sales promotion on purchase decisions on royal residence surabaya (Case Study In PT. Propnex Realti Visit). J IJIEEB International Journal of Integrated Education, Engineering Business eISSN - pISSN -
1(1), 1-10.
Roosdhani, M. R., Komaryatin, N., Arifin, S., Ali, A., & Huda, N. (2024). FROM LIKES TO RIDES: HOW SOCIAL MEDIA MARKETING ACTIVITIES TRANSFORMS INTO PURCHASE DECISION IN BUS SERVICES. J Jurnal ekobis dewantara, 7(2), 913-929.
Rorie, A. G. S. (2022). Pengaruh Kepercayaan Dan Persepsi Resiko Terhadap Keputusan Pembelian E-Commerce Pada Tokopedia. Com Di Desa Noongan, Kecamatan Langowan Barat. J Jurnal LPPM Bidang EkoSosBudKum, 6(1), 365-376.
Rusiana, D., Iriani, S. S., & Witjaksono, A. D. (2023). Pengaruh Celebrity Endorser dan Electronic Word of Mouth terhadap Minat Beli dengan Brand Image sebagai Variabel Mediasi pada E-Commerce Tokopedia. J Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 12(2), 410-429.
Saebah, N., & Asikin, M. Z. (2022). Efektivitas Pengembangan Digital Bisnis pada Gen-Z dengan Model Bisnis Canvas. J Jurnal Syntax Transformation, 3(11), 1534-1540.
Savitri, E. A., Zahara, Z., & Ponirin, P. (2016). Pengaruh promosi melalui media sosial terhadap repurchase intention melalui electronic word of mouth. J Jurnal Ilmu Manajemen Universitas Tadulako, 2(3), 241-250.
Seo, E.-J., & Park, J.-W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. J Journal of Air Transport Management, 66, 36-41.
Septyadi, M. A. K., Salamah, M., & Nujiyatillah, S. (2022). Literature review keputusan pembelian dan minat beli konsumen pada smartphone: harga dan promosi. J Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 301-313.
Sigar, D., Soepeno, D., & Tampenawas, J. (2021). Pengaruh Brand Ambassador, Viral Marketing dan Brand Trust Terhadap Keputusan Pembelian Sepatu Nike Pada Mahasiswa Fakultas Ekonomi dan Bisnis Unsrat. J Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(4), 841-850.
Singh, N., & Sinha, N. (2020). How perceived trust mediates merchant's intention to use a mobile wallet technology. J Journal of retailing consumer services, 52, 101894.
Sugiyono, P. (2015). Metode penelitian kombinasi (mixed methods). J Bandung: Alfabeta, 28(1), 12.
Utama, F. R., Musa, C. I., Dipoatmodjo, T. S., Haeruddin, M. I. W., & Musa, M. I. (2023). Pengaruh Social Media Marketing Activities Terhadap Keputusan Pembelian di Marketplace Shopee: Survei Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar. J Jurnal Ilmu Manajemen, Bisnis Dan Ekonomi, 1(2), 57-66.
Wahyuni, D. U. (2008). Pengaruh Motivasi, Persepsi dan Sikap Konsumen Terhadap Keputusan Pembelian Sepeda Motor Merek" Honda" di Kawasan Surabaya BaraT. J Jurnal Manajemen dan Kewirausahaan, 10(1), 30-37.
Wulandari, A., & Sampouw, C. P. (2020). Proses Pengambilan Keputusan dalam Situs Belanja Online “Shopee” sebagai Pemenuhan Kebutuhan Konsumen. J JCommsci-Journal Of Media Communication Science, 3(2).
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. J Telematics informatics, 34(7), 1294-1307.
Yunikartika, L., & Harti, H. (2022). Pengaruh social media marketing dan electronic word of mouth (E-WOM) terhadap minat beli kuliner melalui kepercayaan sebagai variabel intervening pada akun Instagram@ carubanmangan. J Jurnal E-Bis, 6(1), 212-230.
Published
2025-06-04
How to Cite
HALIZA, Farischa Nur; ROOSDHANI, Muhamad Rifqy.
Pengaruh SMMA Terhadap Keputusan Pembelian Yang Dimediasi Oleh Perceived Trust Dan Ewom Pada Gen Z (Studi Pada Unniqe Store Jepara).
REVITALISASI : Jurnal Ilmu Manajemen, [S.l.], v. 14, n. 1, p. 56-67, june 2025.
ISSN 2657-1684.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/Revitalisasi/article/view/7079>. Date accessed: 08 july 2025.
doi: https://doi.org/10.32503/revitalisasi.v14i1.7079.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License
