Pengaruh Electronic Word of Mouth (E WOM), Customer Rating, dan Discount terhadap Keputusan Pembelian Konsumen pada Platform E Commerce (Studi pada Masyarakat Nagari Batuhampar Kecamatan Akabiliru) The Effect of Electronic Word of Mouth (E WOM), Customer Rating, and Discount on Consumer Purchase Decisions on E Commerce Platforms (A Study of the Community of Nagari Batuhampar, Akabiliru District)

Article Sidebar

Page Numbers: 4492-4504
Download PDF
Published: Jul 4, 2026
Digital Object Identifier: 10.58578/arzusin.v6i5.11027
Save this to:
Save to Mendeley Download RIS

Article Metrics:
Viewed: 0 times
Downloaded: 0 times
Article can trace at:

Author Fee:
Free Publication Fees for Foreign Researchers (USD 0.00)
Check for article on SINTA:

LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers

Connected Papers:
Connected Papers

Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.

Authors:
Teguh Tri Rizki1*, Cahya Agung Mulyana2
Copyright :

Authors retain copyright and grant the journal right of first publication.


Main Article Content

Teguh Tri Rizki
UIN Sjech M. Djamil Djambek Bukittinggi
Cahya Agung Mulyana
UIN Sjech M. Djamil Djambek Bukittinggi

Abstract

Consumer purchasing decisions on e-commerce platforms have received attention in various previous studies. However, studies that specifically analyze the effect of Electronic Word of Mouth (E-WOM), customer rating, and discounts on the purchasing decisions of communities in rural areas, particularly Nagari Batuhampar, remain limited. This study aims to analyze the effect of E-WOM, customer rating, and discounts on consumer purchasing decisions on e-commerce platforms, both partially and simultaneously. This study used a quantitative approach with a cross-sectional survey design. The sample consisted of 97 respondents selected using purposive sampling. Data were collected using a Likert-scale questionnaire that had met the validity and reliability tests, and were then analyzed using multiple linear regression with the assistance of IBM SPSS. The results show that E-WOM (β = 0.403; p = 0.013) and discounts (β = 0.485; p < 0.001) have a positive and significant effect on purchasing decisions, whereas customer rating (β = 0.189; p = 0.188) has no significant effect. Simultaneously, E-WOM, customer rating, and discounts have a significant effect on purchasing decisions. These findings strengthen consumer behavior theory by showing that digital information and promotional strategies are important determinants in shaping purchasing decisions on e-commerce platforms. The conclusion of this study emphasizes the importance of optimizing E-WOM and discount strategies in improving consumer purchasing decisions. The implications of this study include theoretical contributions to the development of digital marketing literature as well as practical implications for business actors and e-commerce platform managers in optimizing customer reviews and discount-based promotional strategies. Future research is recommended to expand the research area, increase the number of respondents, and include other variables that may potentially influence purchasing decisions.

Keywords:
Share Article:

Citation Metrics:

 Scopus



Downloads

Download data is not yet available.

Scopus Citation Data

Data source Crossref
0
citations
Check Secondary Documents in Scopus
Open this article in Scopus, then check the Secondary documents tab. Use Manual Citation Fallback only for counts you have verified manually.
Open in Scopus
Similar Scopus Articles
Scopus
  1. Xue Q. (2027)
    Spatial confinement modulation of magnetic response and N/F co-doping tuning of electronic state synergistically enhance electromagnetic attenuation
    Journal of Materials Science and Technology, 279, 165-175
  2. Wang K. (2027)
    Advancing Tin-based catalysts: Design strategies and mechanisms towards efficient CO2 electroreduction to formate
    Journal of Materials Science and Technology, 280, 84-99
  3. Li Z. (2027)
    Interface-engineering NiSe2/FeSe2 microrods as efficient bifunctional electrocatalyst for overall water splitting
    Journal of Materials Science and Technology, 280, 54-62

Article Details

How to Cite
Rizki, T. T., & Mulyana, C. A. (2026). Pengaruh Electronic Word of Mouth (E WOM), Customer Rating, dan Discount terhadap Keputusan Pembelian Konsumen pada Platform E Commerce (Studi pada Masyarakat Nagari Batuhampar Kecamatan Akabiliru). ARZUSIN, 6(5), 4492-4504. https://doi.org/10.58578/arzusin.v6i5.11027

Creative Commons License
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

References

Anisa, A., Hermina, T., & Saepuloh, A. (2025). Pengaruh Online Customer Review dan Online Customer Rating pada Purchase Decision melalui Marketplace Shopee di Garut. Journal of Digital Economy and Transformation, 1(1). https://ojs.fekon.uniga.ac.id/index.php/JET/article/view/20

Annisa, P., Augustinah, F., & Ayuningtiyas, G. A. (2024). Pengaruh Harga, E-WOM, dan Online Customer Rating terhadap Keputusan Pembelian Online melalui Marketplace ShopeeFood pada Pawon UTI Keputih Surabaya. Jurnal Ilmiah Administrasi Bisnis dan Inovasi, 8(2), 117–131. https://doi.org/10.25139/jiabi.v8i2.9184

Arinda, Y., Alam, I. A., & Sanida, N. (2025). Pengaruh Online Customer Review dan Online Customer Rating terhadap Purchase Decision di TikTok Shop: Studi Kasus pada Generasi Z di Bandar Lampung. EKONOMIKA45: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 12(2), 1273–1287. https://doi.org/10.30640/ekonomika45.v12i2.4592

Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.). SAGE Publications.

Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.

Jumawan, Soesanto, E., Cahya, F., Putri, C. A., Permatasari, S. A., Setyakinasti, S., & Ottay, M. L. (2024). Pengaruh Online Consumer Review dan Kualitas Produk terhadap Keputusan Pembelian di Marketplace Shopee. SENTRI: Jurnal Riset Ilmiah, 3(6), 2854–2862. https://ejournal.nusantaraglobal.or.id/index.php/sentri/article/view/2964

Khaivi, P. D., & Sismanto, A. (2024). Pengaruh E-WOM, Price Discount, Online Customer Review, dan Online Customer Rating terhadap Keputusan Pembelian Online pada Platform Shopee. Jurnal Entrepreneur dan Manajemen Sains, 5(2), 732–750. https://doi.org/10.36085/jems.v5i2.6475

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.

Liberty, G. A., & Utama, N. U. (2024). Pengaruh Online Costumer Review dan Online Customer Rating terhadap Keputusan Pembelian melalui Marketplace Shopee pada Mahasiswa Prodi Manajemen FEB Universitas Panca Bhakti Pontianak. Jurnal Equilibrium Manajemen Fakultas Ekonomi Universitas Panca Bhakti, 10(2), 75–85. https://jurnal.upb.ac.id/index.php/equalibrium/article/view/509

Natasya, W. D. P., Musa, M. I., Haeruddin, M. I. W., Hasbiah, S., & Aslam, N. F. (2024). Influence of online customer review and online customer rating on purchasing decision on Shopee e-commerce: Study on Management Study Program students, Faculty of Economics and Business, Makassar State University. Journal of Business Management and Economic Development, 2(2), 740–750. https://doi.org/10.59653/jbmed.v2i02.720

Putri, M. N., Sudarso, S., & Hariasih, M. (2025). Pengaruh Harga, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian dengan Kepuasan Konsumen sebagai Variabel Intervening: Studi Kasus Konsumen Home Industry Produk Tempe di Desa Sepande. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi, 9(1), 2547–2577. https://doi.org/10.31955/mea.v9i1.5447

Rahayu, M. S., Saputro, A. H., & Herlinawati, E. (2024). Pengaruh Electronic Word of Mouth (E-WOM), E-Service Quality, dan Online Customer Review terhadap Keputusan Pembelian pada Produk MS Glow di Marketplace Shopee: Studi pada Konsumen MS Glow Indonesia Official Shop. JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi), 10(1), 100–108. https://doi.org/10.35870/jemsi.v10i1.1768

Rahmawati, A. (2025). Analisis Pengaruh Online Customer Review, Diskon, dan Gratis Ongkir terhadap Keputusan Pembelian di Marketplace Shopee di Wilayah Solo Raya. Jurnal Wiranomika, 4(1), 1–19. https://wiranomika.id/wiranomika/article/view/177

Ramadani, D. P., & Saputra, B. M. (2024). Pengaruh Reputasi Toko, Ulasan Produk, dan Online Customer Rating terhadap Keputusan Pembelian di E-Commerce Shopee: Studi Kasus pada Mahasiswa Fakultas Ekonomi Universitas Islam Kadiri Kediri. Jurnal Cendekia Manajemen, 2(1), 57–72. https://ejournal.uniska-kediri.ac.id/index.php/jcm/article/view/5353

Sekaran, U., & Bougie, R. (2020). Research methods for business: A skill-building approach (8th ed.). Wiley.

Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D (2nd ed.). Alfabeta.


Explore Our Journals
Find the most suitable journal for your research. If this journal does not fully align with the scope of your manuscript, we invite you to explore our wider portfolio of journals covering diverse fields of study. Please select one of the journals below to identify the most appropriate publication platform for your work.