THE IMPACT OF MODERATION OF PRICE DISCOUNTS: BRAND IMAGE AND E-WOM ON PURCHASE DECISIONS
Abstract
This study aims to examine the influence of brand image and electronic Word of Mouth (E-WOM) on purchasing decisions, and the moderating influence of price discount variables. This study uses a quantitative approach with a survey method on Shopee-food Mie Gacoan consumers aged 18-35 years. The sampling technique used purposive sampling with a total of 230 respondents. In this study, data was managed and analyzed using the Smart-PLS 3.0 application. The tests carried out were validity and reliability tests, model suitability tests, and hypothesis tests. The results of this study are that brand image has a significant influence on purchasing decisions. Electronic Word of Mouth (E-WOM) has a significant influence on purchasing decisions. The next result is that price discounts do not moderate brand image and Electronic Word of Mouth (E-WOM) on purchasing decisions. In line with previous studies, price discounts do not have a significant moderating influence on purchasing decisions. Based on the results of this study, it shows that it is in line with previous studies and provides additional references for further research.
References
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Pradana, Fariz Mochamad., Dimyati, Mohamad., & Subagyo, Ari. (2019) Analisis Pengaruh Word Of Mouth dan Brand Image Terhadap Keputusan Pembelian Pada Waroeng Spesial Sambal "SS" Jember. JEAM. Vol 18 (1).
Prasetyo, B. P. W. (2020). Pengaruh Electronic Word Of Mouth Dan Brand Image Terhadap Keputusan Pembelian Online Pada Platform Shopee Dimoderasi Oleh Price Discount.
Ruhamak, Dian Muhammad., & Rahmadi, Afif Nur. (2019). Pengaruh E-WOM, Brand Image dan Brand Trust Terhadap Keputusan Konsumen (Studi Kasus Pada Lembaga Kursus Fajar English Course Pare Kediri). Jurnal Bisnis dan Manajemen Islam. Vol 7 (2).
Sari, N., Saputra, M., Husein, J., & Id, M. C. (2017). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Toko Online Bukalapak.Com. In Jurnal Manajemen Magister (Vol. 03, Issue 01).
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Setiawan, Rheiza Fadhillah. (2017). Pengaruh Citra Merek dan Harga terhadap Proses Keputusan Pembelian pada Clothing Scooter Scoot.Universitas Pasundan
Sharipov, A. (2020). Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Air Minum dalam Kemasan Merek Aqua.Universitas Negeri Semarang.
Slamet, S., Prasetyo, B. P. W., & Azmala, I. (2022). The Impact Of Electronic Word Of Mouth And Brand Image On Online Purchase Decisions Moderated By Price Discount. European Journal Of Business And Management Research, 7(2), 139–148. Https://Doi.Org/10.24018/Ejbmr.2022.7.2.1340
Sugiono. (2017). Metode Penelitian Kuantitatif, Kualitatif Dan R&D (Cetakan Ke-25). Alfabeta, Bandung.
Sutisna. (2012). Erilaku Konsumen Dan Komunikasi Pemasaran. Pt. Remaja Rosdakarya.
Tata, S. V., Prashar, S., & Gupta, S. (2020). An Examination Of The Role Of Review Valence And Review Source In Varying Consumption Contexts On Purchase Decision. Journal Of Retailing And Consumer Services, 52. Https://Doi.Org/10.1016/J.Jretconser.2019.01.003
Wahyu, A. N., Sulyati, A. T. D., Alzagladi, D. A., Rifdah, S., & Suhud, U. (2020). Analysis of Factors that Influence Customer Repurchase Intention at Local Coffee Shops. Journal of Business, Management, and Finance, 1(1), 110–125. http://pub.unj.ac.id/index.php/jbmk/article/view/45
Wardani Putri Ayu Kusuma, R. F. R. T. I. P. (2021). Analisis Faktor-Faktor Keputusan Pembelian Makanan Dengan Menggunakan Jasa Shopeefood. Kajian Keislaman Multi-Perspektif.
Wardhana, A. (2022). Analisis E-Wom. Https://Www.Researchgate.Net/Publication/358981599
Warjiyo. (2023). https://simpelbi.id/artikel/46#:~:text=Perry%20Warjiyo%20resmi%20ditetapkan%20-menjadi,lahir%20di%20Sukoharjo%20tahun%201959.
Widjaya, E., Srikandi, P., & Yulianto, K. E. (2016). Pengaruh Diskon Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Study Pada Konsumen Yang Membeli Produk Diskon Di Matahari Department Store Pasar Besar Malang).
Wilis, R. A. , & N. A. (2020). The Effect Of E-Service Quality, E-Trust, Price And Brand Image Towards E-Satisfaction And Its Impact On E-Loyalty Of Traveloka’s Customer. . Jurnal Ilmiah Mea (Manajemen, Ekonomi, & Akuntansi), 1061–1099.
Wiraandryana, I M J., & Ardani, I G A K S. (2021). The Role of Trust Mediates Effecr of E-WOM on Consumer Purchase Decisions. 5 (1), 408-415.
Yusniawati, V., & Prasetyo, A. (2022). Pengaruh E-Wom Dan Brand Image Terhadap Online Purchase Intention Fashion Muslim Pada Milenial Surabaya. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(1), 131. Https://Doi.Org/10.20473/Vol9iss20221pp131-139.
Bastian, F. (2023). Pengaruh E-Wom, Brand Image Dan Brand Trust Yang Dimoderasi Oleh Potongan Harga Terhadap Keputusan Pembelian Di Tiktok Shop (Studi Pada Mahasiswa S1 Universitas Negeri Padang Angkatan 2019-2022).
Bastian, F. (2023). Pengaruh E-Wom, Brand Image Dan Brand Trust Yang Dimoderasi Oleh Potongan Harga Terhadap Keputusan Pembelian Di Tiktok Shop (Studi Pada Mahasiswa S1 Universitas Negeri Padang Angkatan 2019-2022).
Campbell, P. (2020). Discount Pricing Strategy Pros, Cons & When To Use It. Recul. https://www.profitwell.com/recur/all/discount- pricing#:~:text=recommend discount pricing%3F-,What is discount pricing%3F,are scoring a good deal.
Chu, Shu-Chuan & Kim, Juran. (2018). The current state of knowledge on electronic word-of-mouth in advertising research. 31 (1), 1-13. DOI:10.1080/02650487.2017.1407061.
Eka, D., Khoirunnisa, V., Dini Wilanda, S., Nurliana, S., Zikrinawati, K., & Fahmy, Z. (2023). Pengaruh Electronic Word Of Mouth (E-Wom) Dan Brand Image Terhadap Keputusan Pembelian Pada Pengguna Tokopedia. Jurnal Mahasiswa Kreatif, 1(2), 53–65. Https://Doi.Org/10.59581/Jmk-Widyakarya.V1i2.749
Evgeniy, Y., Lee, K., & Roh, T. (2019). The Effect Of Ewom On Purchase Intention For Korean-Brand Cars In Russia: The Mediating Role Of Brand Image And Perceived Quality. Journal Of Korea Trade, 23(5), 102–117. Https://Doi.Org/10.35611/Jkt.2019.23.5.102
Ferdinand. (2014). Metode Penelitian Manajemen: Pedoman Penelitian untuk Penulisan Skripsi Tesis dan Disertasi Ilmu Manajemen. Semarang: Universitas Diponegoro.
Ghozali, I. (2021). Aplikasi Analisis Multivariete Dengan Program Ibm Spss 23 (Edisi 9). Badan Penerbit Universitas Diponegoro.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-Wom Scale: Word-Of-Mouth Measurement Scale For E-Services Context. Canadian Journal Of Administrative Sciences, 27(1), 5–23. Https://Doi.Org/10.1002/Cjas.129
Hair, Jr, J. F., M. Hult, G, T., M. Ringle, C., & Sarstedt, M. (2021). Partial least squares structural equation modeling. In Women Entrepreneurs. https://doi.org/10.1201/9781032725581-7.
Hanaysha, J.R. (2017). An Examination of the Factors Effecting Consumer’s Purchase Decision in the Malaysian Retail Market. PSU Research Review: An International Journal, 2(1), 7-23. DOI 10.1108/PRR-08-2017-0034.
Jamila, P & Siregar, S. (2022). THE INFLUENCE OF BRAND IMAGE AND LIFESTYLE ON PURCHASE DECISIONS. 6 (1), 9-19. DOI: 10.36555/almana.v6i1.1647.
Jogiyanto, & Abdillah, W. (2014). Konsep dan Aplikasi PLS (Partial Least Square) Untuk Penelitian Empiris. Yogyakarta: BPFE.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Harlow: Person Education Limited
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management. Harlow: Person Education Limited
Langga, A., Kusumawati, A., & Alhabsji, T. (2021). Intensive Distribution And Sales Promotion For Improving Customer-Based Brand Equity (Cbbe), Re-Purchase Intention And Word-Of-Mouth (Wom). Journal Of Economic And Administrative Sciences, 37(4), 577–595. Https://Doi.Org/10.1108/Jeas-03-2019-0041
Mukarromah, U., Sasmita, M., & Rosmiati, L. (2022). The Influence of Content Marketing and Brand Image on Purchasing Decisions Mediated by Buying Interest in Tokopedia Application Users. 2 (1), https://doi.org/10.37366/master.v2i1.444
Nafisah, Fina Raudlotun (2021) Pengaruh Electronic Word Of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian gengan Price Discount Sebagai Variabel Moderasi (Studi Empiris Pada Konsumen Shopee di Kota Magelang). Other thesis, Skripsi, Universitas Muhammadiyah Magelang.
Pradana, Fariz Mochamad., Dimyati, Mohamad., & Subagyo, Ari. (2019) Analisis Pengaruh Word Of Mouth dan Brand Image Terhadap Keputusan Pembelian Pada Waroeng Spesial Sambal "SS" Jember. JEAM. Vol 18 (1).
Prasetyo, B. P. W. (2020). Pengaruh Electronic Word Of Mouth Dan Brand Image Terhadap Keputusan Pembelian Online Pada Platform Shopee Dimoderasi Oleh Price Discount.
Ruhamak, Dian Muhammad., & Rahmadi, Afif Nur. (2019). Pengaruh E-WOM, Brand Image dan Brand Trust Terhadap Keputusan Konsumen (Studi Kasus Pada Lembaga Kursus Fajar English Course Pare Kediri). Jurnal Bisnis dan Manajemen Islam. Vol 7 (2).
Sari, N., Saputra, M., Husein, J., & Id, M. C. (2017). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Toko Online Bukalapak.Com. In Jurnal Manajemen Magister (Vol. 03, Issue 01).
Schiffman, L.G. and Kanuk, L.L. (2007). Consumer Behavior, 9th ed. New Jersey: Prentice-Hall.
Setiawan, Rheiza Fadhillah. (2017). Pengaruh Citra Merek dan Harga terhadap Proses Keputusan Pembelian pada Clothing Scooter Scoot.Universitas Pasundan
Sharipov, A. (2020). Pengaruh Citra Merek dan Harga terhadap Keputusan Pembelian Air Minum dalam Kemasan Merek Aqua.Universitas Negeri Semarang.
Slamet, S., Prasetyo, B. P. W., & Azmala, I. (2022). The Impact Of Electronic Word Of Mouth And Brand Image On Online Purchase Decisions Moderated By Price Discount. European Journal Of Business And Management Research, 7(2), 139–148. Https://Doi.Org/10.24018/Ejbmr.2022.7.2.1340
Sugiono. (2017). Metode Penelitian Kuantitatif, Kualitatif Dan R&D (Cetakan Ke-25). Alfabeta, Bandung.
Sutisna. (2012). Erilaku Konsumen Dan Komunikasi Pemasaran. Pt. Remaja Rosdakarya.
Tata, S. V., Prashar, S., & Gupta, S. (2020). An Examination Of The Role Of Review Valence And Review Source In Varying Consumption Contexts On Purchase Decision. Journal Of Retailing And Consumer Services, 52. Https://Doi.Org/10.1016/J.Jretconser.2019.01.003
Wahyu, A. N., Sulyati, A. T. D., Alzagladi, D. A., Rifdah, S., & Suhud, U. (2020). Analysis of Factors that Influence Customer Repurchase Intention at Local Coffee Shops. Journal of Business, Management, and Finance, 1(1), 110–125. http://pub.unj.ac.id/index.php/jbmk/article/view/45
Wardani Putri Ayu Kusuma, R. F. R. T. I. P. (2021). Analisis Faktor-Faktor Keputusan Pembelian Makanan Dengan Menggunakan Jasa Shopeefood. Kajian Keislaman Multi-Perspektif.
Wardhana, A. (2022). Analisis E-Wom. Https://Www.Researchgate.Net/Publication/358981599
Warjiyo. (2023). https://simpelbi.id/artikel/46#:~:text=Perry%20Warjiyo%20resmi%20ditetapkan%20-menjadi,lahir%20di%20Sukoharjo%20tahun%201959.
Widjaya, E., Srikandi, P., & Yulianto, K. E. (2016). Pengaruh Diskon Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Study Pada Konsumen Yang Membeli Produk Diskon Di Matahari Department Store Pasar Besar Malang).
Wilis, R. A. , & N. A. (2020). The Effect Of E-Service Quality, E-Trust, Price And Brand Image Towards E-Satisfaction And Its Impact On E-Loyalty Of Traveloka’s Customer. . Jurnal Ilmiah Mea (Manajemen, Ekonomi, & Akuntansi), 1061–1099.
Wiraandryana, I M J., & Ardani, I G A K S. (2021). The Role of Trust Mediates Effecr of E-WOM on Consumer Purchase Decisions. 5 (1), 408-415.
Yusniawati, V., & Prasetyo, A. (2022). Pengaruh E-Wom Dan Brand Image Terhadap Online Purchase Intention Fashion Muslim Pada Milenial Surabaya. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(1), 131. Https://Doi.Org/10.20473/Vol9iss20221pp131-139.
Published
2024-09-27
How to Cite
FIKRIYAH, Nur Laili; BAITURROHMAN, Baiturrohman; NUR AFIFAH, Yans.
THE IMPACT OF MODERATION OF PRICE DISCOUNTS: BRAND IMAGE AND E-WOM ON PURCHASE DECISIONS.
Proceedings of the International Conference of Islamic Economics and Business (ICONIES), [S.l.], v. 10, n. 1, p. 1299-1308, sep. 2024.
ISSN 2541-3333.
Available at: <https://urj.uin-malang.ac.id/index.php/iconies/article/view/3066>. Date accessed: 25 july 2026.
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Articles
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