The Influence of Influencer Reviewers and Electronic Word of Mouth

on Product Purchase Decisions with Digital Marketing as a

Moderating Variable

Ari Soetiyani and Amos Julian Hosea

Universitas 17 Agustus 1945 UTA 45” Jakarta Fakultas Ekonomi Bisnis dan Ilmu Sosial, Indonesia

Keywords: Influencer, Word of Mouth, Purchasing Decisions, Digital Marketing.

Abstract: This article aims to test and analyse the influence of Influencer Reviewer and Word of Mouth on Buying

Decisions with Digital Marketing as a moderator. The population in this study used a sample of 229

respondents, who are the audience of GadgetIn's YouTube channel subscribers from Generation Z and the

Millennial Generation. Data retrieval techniques used simple random sampling by spreading research

questionnaires in the form of Google Forms through social media. The data processing method in this study

uses Smart PLS software to test hypotheses. The results of this study show that Influencer Reviewer is proven

to have a positive and significant effect on the Purchase Decision, Word of Mouth is not significant to the

Purchase Decision, Digital Marketing is proven to have a positive and significant effect on the Purchase

Decision, Digital Marketing has a significant influence and can moderate the influence of the Influencer

Reviewer on the Purchase Decision, Digital Marketing has been proven to be insignificant and cannot

moderate the influence of Word of Mouth on the Buying Decision.

1 INTRODUCTION

Technology was created to make it easier for humans

to carry out activities and provide comfort for their

users. The development of increasingly modern times

creates various kinds of technologies that are

increasingly sophisticated, so that there are now few

areas of human life that are free from their use,

especially communication technology, which is

currently capable of transforming human life.

According to Williams & Sawyer (2011),

smartphones are mobile phones with

microprocessors, memory, screens, and built-in

modems. The role of communication technology

today is very important because of the many demands

for the rapid and precise exchange of information.

Today's evolving communication technologies

have enabled humans to connect with each other

without being limited by distance, space and time.

The unification of various functions of

communication tools has been integrated into a

communication tool called a smartphone. A

smartphone is a mobile phone with more capabilities,

starting from resolution, features, to computing

including the presence of a mobile operating system

in it.

Changes in the use of the internet have altered the

way humans interact with virtual concepts, meaning

that individuals with shared interests can

communicate with others electronically. The phrases

virtual community and online community are

commonly used to describe those groups that interact

with one another online (Hagel and Armstrong,

1997). Community existence, along with content and

commerce, is fundamental in online commerce

(Calkins et al., 2000). Community existence can

influence consumers in the decision-making process

about whether to buy. Interaction between

community members makes it possible to get to know

each other and connect based on common interests,

leading to the ability to build genuine relationships.

This can ensure frequent and regular visits, and lead

to more profound relationships and loyalty to the

community (Kim et al., 2008). One of the virtual

communities in Indonesia is GadgetIn, which is a

YouTube channel. GadgetIn was created on 6

December 2014 by David Brandy. This YouTube

channel has 8,190,000 subscribers and is watched by

over 500,000 views per video. The number of gadget

Soetiyani, A. and Hosea, A.

The Inﬂuence of Inﬂuencer Reviewers and Electronic Word of Mouth on Product Purchase Decisions with Digital Marketing as a Moderating Variable.

DOI: 10.5220/0012581900003821

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 4th International Seminar and Call for Paper (ISCP UTA ’45 JAKARTA 2023), pages 339-343

ISBN: 978-989-758-691-0; ISSN: 2828-853X

339

or smartphone users in 2021 has significantly

increased from the number in 2018. In 2020,

smartphone users reached 175.4 million, whilst in

2021 it increased to 202.6 million.

Previous researchers have shown that Reviewer

Influencers have been studied in relation to the

Purchase Decision (Yasmin., 2020). Electronic Word

of Mouth has a positive impact on the Purchase

Decision (Sulthana & Vasantha, 2019). However,

Electronic Word of Mouth also has a negative impact

on the Purchase Decision (Zinko et al., 2021). Digital

Marketing has a positive impact on the purchase

decision (AL-AZZAM1 & AL-MIZEED2, 2021).

However, there has been no research that places

Digital Marketing as a moderating variable which

moderates the influence of purchasing decisions on

electronic word of mouth. Additionally, something

new from this research also lies in the moderating

variable that moderates between the electronic word

of mouth variable and the Digital Marketing variable.

This will be a topic of discussion where previous

research can have a positive or negative effect.

2 LITERATUR REVIEW

Theory of Reasoned Action is expanded to Theory of

Planned Behaviour so that the application in terms of

knowing the relationship between intention and

behaviour is clearer. It is explained that a person's

intention for behaviour is formed by two main things,

namely subjective norms and attitude towards the

behaviour, whilst perceived behaviour control is an

additional factor in Theory of Planned Behaviour

(Ajzen, 1991). Using this theoretical approach, the

research model is studied systematically to see the

purchase decision implemented in the form of

feedback (feedback) and attitude towards the

GadgetIn YouTube channel. Digital marketing is

influenced by influencer reviewer and electronic

word of mouth and moderated by digital marketing as

a moderating variable. Thus, influencer reviewer and

electronic word of mouth have the potential to

influence the purchase decision moderated by digital

marketing. Based on this argument, the results of

previous research are traced, and a research

hypothesis is formed.

3 METHODS

The research method uses qualitative. The Theory of

Reasoned Action is expanded to become the Theory

of Planned Behaviour so that the application in terms

of knowing the relationship between intention and

behaviour is clearer. It is explained that a person's

intention for behaviour is formed by two main things,

namely subjective norms and attitude towards the

behaviour, while perceived behaviour control is an

additional factor in the Theory of Planned Behaviour

(Ajzen, 1991). By using this theoretical approach, the

research model is systematically reviewed to see the

Purchase Decisions implemented in the form of

feedback (feedback) and attitude towards the

GadgetIn Youtube Channel. Digital Marketing is

influenced by Reviewer Influencer and Electronic

word of mouth and moderated by Digital Marketing

as a Moderating variable. Thus, Reviewer Influencer

and Electronic Word of Mouth have the potential to

influence the Purchase Decision moderated by Digital

Marketing. Based on that argument, the results of

previous research were traced, and a research

hypothesis was formed.

3.1 The Influence of Influencer

Reviewers on Buying Decisions

A good Influencer Reviewer will certainly have a

significant impact on the decision-making process

where the Influencer is able to attract attention,

interest, desire, decision and action that affects

consumptive behaviour (Yasmin, 2020). The

credibility owned by an influencer in promoting a

product causes an increase in the public's brand

awareness of a product or brand, so that it can bring

in potential consumers, especially if the followers of

the influencer are actively involved in helping their

marketing. This can effectively influence the level of

product sales to consumers (Evelina and Fitrie, 2018).

Thus, Influencer Reviewers have the potential to

exert an important influence on Purchase Decisions.

This is unquestionably crucial in forming a positive

perception of Influencer Reviewers. Consistent with

the preceding statement and argument, H1 is

established: The Influence of the Influencer Reviewer

has a Positive and Significant Effect on the Purchase

Decision.

3.2 The Effect of Electronic Word of

Mouth on Purchase Decisions

Thurau (2014) said electronic word of mouth is a

statement made by actual, potential, or previous

consumers about products or companies where this

information is available to people or institutions

through internet media. The activity of delivering

information by word of mouth has long been a factor

ISCP UTA ’45 JAKARTA 2023 - THE INTERNATIONAL SEMINAR AND CALL FOR PAPER (ISCP) UTA ’45 JAKARTA

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affecting the purchasing decision of Hennig-Thurau

(2004). Thus, Electronic Word of Mouth has the

potential to have an important influence on the

Purchase Decision, this is certainly an important thing

to increase consumer buying interest. In accordance

with the previous statement and the argument above,

H2 is determined: Electronic Word of Mouth has a

Positive and Significant effect on the Purchase

Decisions.

3.3 The Effect of Digital Marketing on

Purchasing

According to research by Glen et al. (2019), social

media marketing comprises content creation,

community, interaction, and trust. Additionally,

social media marketing delivers information about

promotions that is easily understood by consumers

(Raddy, 2016). This influences consumer perception

and purchase decisions. (Sivasankaran, 2017) Digital

marketing and its impact on the buying decisions of

young people. Digital marketing poses many threats

and challenges in the competitive online market, and

it also affects the decisions of young consumers.

Purchasing decisions arise from digital marketing

interactions. This is certainly an important point that

must be considered to understand what prospective

consumers need to help determine their purchase

decision. According to the previous researcher's

statement and the argument above, it can be stated:

H3 The influence of Digital Marketing has a positive

and significant effect on purchasing decisions.

3.4 3.4 Digital Marketing Moderation

on the Influence of Influencer

Reviewers on Buying Decisions

According to research by Batu et al. (2019), digital

marketing is the use of the internet and other

interactive technologies to create and connect

information used for digital transactions (Hisam,

2018; Mahalaxmi and Ranjith, 2016). Additionally, a

study by Ananda and Wandebori (2016) found that

trustworthiness refers to the level of trust individuals

have and the acceptance of messages by influencers.

Trust concerns the ability of influencers to influence

the audience, vlogger expertise is of sufficient quality

in providing accurate information with experience,

knowledge and skills possessed will be a

consideration to make a purchase. Influencer

Reviewer is one of the important components for

potential consumers to determine purchases.

According to the previous research statement and the

arguments above, the H4 hypothesis is established.

Digital marketing has a significant effect and can

mitigate the influence of the influencer reviewer on

the purchase decision.

3.5 Moderation of Digital Marketing

on the influence of Word of Mouth

on Purchasing Decisions

Just relying on digital marketing is not enough to

make a potential consumer decide on a purchase.

According to (Dareen and Haryadi, 2015), word of

mouth that is maintained by consumers is closely

related to the purchase decision. Companies must

maintain trust by always working as best as possible

so as not to cause consumer disappointment. This is

certainly an important point that must be considered

to know what potential consumers want for the

purchase decision by the influence of word of mouth.

According to the previous researcher's statement and

the argument above, it can be said: H5 Digital

Marketing has a significant influence and can

moderate the influence of Word of Mouth on

Purchase Decisions.

Based on the results of the hypothesis test, it can

be described as follows.

Proof of the first hypothesis, Influencer Reviewer

has a positive effect on the significant Pmebelian

Decision. A good Influencer Reviewer will certainly

have a significant impact on the Decision of Decision

where Influencers are able to attract attention,

interest, desire, decision, and action that affect

consumptive behaviour (Yasmin, 2020).

The proof of the second hypothesis, Word of

Mouth against the Purchase Decision, is not

significant. (Thurau et al., 2014) state that electronic

word of mouth is a statement made by actual,

potential, or previous consumers about products or

companies, where this information is available to

people or institutions via internet media. The activity

of delivering information by word of mouth has long

been a factor affecting the purchase decision (Hennig-

Thurau, 2004). Thus, Electronic Word of Mouth has

the potential to have an important influence on the

Purchase Decision, this is certainly an important thing

to increase consumer buying interest. In accordance

with the previous statements and arguments above, it

is determined that Word of Mouth has no significant

effect on the Purchase Decision.

The Inﬂuence of Inﬂuencer Reviewers and Electronic Word of Mouth on Product Purchase Decisions with Digital Marketing as a

Moderating Variable

341

Table 1: Results.

Hypothesis Original Sample Standard T- P Values

Sample Mean Deviation Statistics

IIR

→

0,260 0.274 0,130 1.196 0.046

IEWM

→

-0.158 -0.168 0,140 1.131 0,258

IDM

→

0,587 0,598 0,234 2.515 0,012

DM*IIR

→

-0,469 -0.467 0,336 1,396 0,163

DM* IEWM

→

1.012 1.013 0,221 4,585 0,000

Proof of the third hypothesis: Digital Marketing

against significant purchase decisions. According to

the research of Glen et al. (2019), social media

marketing is formed from content creation,

community, interaction, and trust. Social media

marketing also encompasses the delivery of

information about promotions that is easily

understood by consumers (Raddy, 2016). Consumer

perception and purchase decisions. (Sivasankaran,

2017) Digital marketing and its impact on the buying

decision of young people has many threats and

challenges in the competitive online market. Digital

marketing also affects the decisions of young

consumers. Purchasing decisions arise from digital

marketing interactions. This is certainly an important

point that must be considered in order to understand

what prospective consumers need to help them make

a purchase decision. Based on the previous

researcher's statement and the argument above, it can

be stated: H3 The influence of Digital Marketing has

a positive and significant effect on purchasing

decisions.

Proof of the fourth hypothesis, Digital marketing

has no significant effect and cannot moderate the

influence of Influencer Reviewers on Purchase

Decisions. According to research by Batu et al.

(2019), digital marketing is the use of the internet and

other interactive technologies to create and exchange

information for digital transactions (Hisam, 2018;

Mahalaxmi and Ranjith, 2016). Additionally,

according to research conducted by Ananda and

Wandebori (2016), trustworthiness refers to the level

of individual trust and acceptance of messages by

influencers. Trust concerns the ability of influencers

to influence the audience, vlogger expertise is of

sufficient quality in providing accurate information

with experience and knowledge, and skills possessed

will be a consideration to make a purchase. Influencer

Reviewer is one of the important components for

potential consumers to determine purchases.

According to previous research statements and the

arguments above, the hypothesis is determined to

have no significant effect.

Proving the fifth hypothesis, Digital Marketing

has proved to be significant and can moderate the

influence of Word of Mouth on Buying Decisions.

According to (Dareen and Haryadi, 2015) Word of

Mouth that is maintained by consumers is closely

related to the Purchase Decision. Companies must

maintain trust by always working as best as possible

so as not to cause consumer disappointment. This is

certainly an important point that must be considered

to know what potential consumers want for the

purchase decision by the influence of word of mouth.

4 RESULTS AND DISCUSSION

This study used a selected sample of 229 respondents

from among men and women. The male and female

respondents who were sampled in this study were at

least part of Generation Z, aged 20 to 23, and the

Millennial Generation, aged 24 to 39. With various

criteria, including 8.7% from SMA/Degree, 11.4%

from Master (S2), 23.6% from Diploma (D3), and

56.3% from Bachelor (S-1), the data quality test in

this study uses a Partial Least Square (PLS) analysis.

This analysis is a Structural Equation Modelling

(SEM) equation model with a variance or component-

based approach to structural equation modelling. The

software to be used is SmartPLS (Partial Least

Square). The measurement outer model validity test

is the relationship between the indicator and its

construct. Initial evaluation or model measurement

testing is reflective, namely with convergent validity.

The convergent validity evaluation starts by looking

at the item reliability shown by a loading factor value

of more than 0.5 so it has good validity.

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Source: Data processed by SmartPLS

Figure 1.

Validity testing for reflective indicators use

correlations between item scores and constructs. An

indicator is declared valid if it has a loading factor

value above 0.5. The image above shows that the

loading factor gives the appropriate value

recommended. It means that the indicators used in

this study are valid or can be said to have met

convergent validity.

Based on the results of the hypothesis test above,

it can be described as follows. Evidence of the first

hypothesis, E-commerce Service Quality has a

positive impact on Customer Satisfaction. The effect

of good E-commerce Service Quality can have a

favourable influence on customers. Furthermore, a

customer can be considered satisfied as there are

influences from various aspects, namely product

quality, service quality, product design and

reasonable price of a product. Thus, the evidence of

this research supports and complements research that

has been previously done by (Meidita et al., 2016;

Putri & Pujani, 2019).

5 CONCLUSIONS

This research provides evidence that Influencer

Reviewing, Word of Mouth, and Purchase Decision

can be strong factors in creating Digital Marketing.

Then, Digital Marketing has been proven to be

significant and can moderate the influence of

Influencer Reviewers on Buying Decisions. This

research has limitations, namely respondents who

were only sampled from the audience of the GadgetIn

YouTube channel. Further research can be spread

further in questionnaires with respondents using other

methods, such as conducting in-depth interviews, so

that the gathered information can be more diverse and

varied.

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The Inﬂuence of Inﬂuencer Reviewers and Electronic Word of Mouth on Product Purchase Decisions with Digital Marketing as a

Moderating Variable

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