The Impact of Customer Satisfaction with EWOM and Brand Equity on E-Commerce Purchase Intention in Indonesia Moderated by Culture

Abstract

The digital era, which increasingly becomes massive in people's lives, impacts the traditional sales methods. E-commerce companies compete in winning the competition to create superior customer value. An effective and efficient marketing strategy is needed that can influence customer purchase intention. The research focused on the effect of customer satisfaction, which created eWOM and increased brand equity on purchase intention by adding culture (collectivist culture) as the moderator variables. The research used a quantitative approach. The data were obtained from 280 respondents selected by non-probability sampling. Respondents were customers who had already bought products through e-commerce in Indonesia. The questionnaire instrument was adopted based on theories from the previous researchers. The data used the Likert scale and were analyzed using the SmartPLS 3.0. The results state a significant relationship between the independent and dependent variables. All independent variables have a significant influence on the dependent variable. However, culture as the moderator variable cannot get significant results in the relationship between all the variables. It gets irrelevant results. Hence, the results show that the moderator variable is more appropriate as the independent variable. It can directly affect purchase intention. The research contributes to testing culture as the moderator variable that makes the independent variables generalize the findings.

Behavior Intention to Use Online Zakat: Application of Technology Acceptance Model with Development

“…So it can be concluded that electronic word of mouth (eWOM) is proven to have a significant positive effect on behavior intention. The results of this study are in line with the research conducted by Roy, Datta, and Mukherjee (2019) and Febrian and Fadly (2021), which also proves that electronic word of mouth (eWOM) has a significant positive effect on behavioral intention. In general, the test results prove that this study does not rejectfive hypotheses(H1, H2, H3, H5, and H6) andrejectedonehypothesis (H4).…”

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“…Consumer brand engagement (CBE) is a research topic that is always associated with marketing effectiveness on social media (Oliveira and Fernandes 2020;Febrian and Fadly 2021). CBE is fundamental in the decision-making process for consumers and brand equity (Bowden 2009).…”

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