Open AccessConsumer Conformity, Social Ties and EWOM in Digital Marketing
Author(s) -
Badawi Badawi,
Arif Nurudin,
Muafi Muafi
Publication year - 2021
Publication title -
ingénierie des systèmes d'information/ingénierie des systèmes d'information
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.161
H-Index - 8
eISSN - 2116-7125
pISSN - 1633-1311
DOI - 10.18280/isi.260607
Subject(s) - conformity , structural equation modeling , advertising , marketing , social influence , affect (linguistics) , social commerce , digital marketing , social media , business , psychology , computer science , social psychology , world wide web , communication , machine learning
Digital marketing is a marketing technique that is widely discussed in the latest literature. The complexity of digital marketing creates new variables in an effort to increase purchase intention, such as consumer conformity, social ties and EWOM (Electronic Word of Mouth). This study aims to analyze the relationship between consumer conformity, social ties, and EWOM in digital marketing on the Shopee, Lazada, and Bukalapak platforms. Through quantitative methods using Structural Equation Modeling (SEM) analysis using AMOS software on 200 respondents consisting of users of the Shopee, Lazada, and Bukalapak platforms. This study analyzes 5 hypotheses, which is then statistically proven to have a significance value of < 0.05, which means that there is a significant relationship between the variables, thus all hypotheses are supported. The results indicate that social ties and EWOM can have a significant effect on consumer conformity and are also able to directly affect purchase intention. This research also highlights that consumer conformity has a significant effect on purchase intention in digital marketing.