Pengaruh Word Of Mouth Dan Digital Marketing Terhadap Penjualan Produk Perikanan Bandeng Juwana Dengan Brand Loyalty Sebagai Variabel Intervening
DOI:
https://doi.org/10.37385/mk1w8w71Keywords:
Word of Mouth, Digital Marketing, Brand Loyalty, Penjualan ProdukAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Word of Mouth (WOM) dan Digital Marketing terhadap penjualan produk perikanan Bandeng Juwana dengan Brand Loyalty sebagai variabel intervening. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengambilan sampel purposive sampling terhadap 105 responden yang pernah membeli produk Bandeng Juwana. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa Word of Mouth dan Digital Marketing berpengaruh positif dan signifikan terhadap penjualan produk. Selain itu, Brand Loyalty juga berpengaruh positif dan signifikan terhadap penjualan serta mampu memediasi pengaruh Word of Mouth dan Digital Marketing terhadap penjualan produk secara parsial. Temuan ini menunjukkan bahwa strategi pemasaran yang menggabungkan komunikasi dari mulut ke mulut dan pemasaran digital yang efektif dapat meningkatkan loyalitas konsumen sekaligus mendorong peningkatan penjualan produk Bandeng Juwana.
References
Adawiyah, Q., & Veri, J. (2024). Analisis Pengaruh Media Sosial Terhadap Keberhasilan Usaha Menggunakan Metode Systematic Literature Review. Digital Transformation Technology, 4(1), 348–354. https://doi.org/10.47709/digitech.v4i1.4095
Adeliasari, D. I., Ivana, V., & Thio, S. (2014). Electronic Word-of-Mouth dan Pengaruhnya Terhadap Keputusan Pembelian di Restoran dan Kafe di Surabaya. Hospitality Dan Manajemen Jasa, 2(2), 218-230. Hospitality Dan Manajemen Jasa, 2(2), 218–230.
Amang, B., Putra, P., Modding, B., & Hasan, S. (2023). The Influence of Marketing Mix, Service Quality, and Company Image on Customer Satisfaction and Loyalty in Private Banks in Parepare City. Journal for ReAttach Therapy and Developmental Diversities, 6(1), 493–506.
Ang, C. E., & Keni, K. (2021). Prediksi Brand Experience Dan Brand Image Terhadap Brand Loyalty: Brand Trust Sebagai Variabel Mediasi. Jurnal Manajerial Dan Kewirausahaan, 3(1), 42. https://doi.org/10.24912/jmk.v3i1.11286
Astuti, A., Mane, A. A., & Saleh, M. Y. (2023). Peran Perkembangan Teknologi Digital Terhadap Strategi Pemasaran Dan Distribusi Umkm Kota Makassar. Indonesian Journal of Business and Management, 6(1), 175–180. https://doi.org/10.35965/jbm.v6i1.3788
Azzahra, Z. N., Wanji, M., Pasaribu, F., & Rahayu, S. (2025). THE INFLUENCE OF WORD OF MOUTH AND BRAND TRUST MARKETING STRATEGIES ON PURCHASING. 6(1), 276–287.
Bennett, L. R., Wiweko, B., Hinting, A., Adnyana, I. P., & Pangestu, M. (2012). Indonesian infertility patients’ health seeking behaviour and patterns of access to biomedical infertility care: An interviewer administered survey conducted in three clinics. Reproductive Health, 9(1), 0–7. https://doi.org/10.1186/1742-4755-9-24
Bismoaziiz, B., Suhud, U., & Saparuddin, S. (2021). Influence of Social Media Marketing, Electronic Word of Mouth and Consumer Engagement To Brand Loyalty in Indonesia Grab Company. International Journal of Business and Social Science Research, January 2020, 16–26. https://doi.org/10.47742/ijbssr.v2n2p3
Bisschoff, C. (2020). Measuring and managing brand loyalty of banks’ clients. Banks and Bank Systems, 15(3), 160–170. https://doi.org/10.21511/bbs.15(3).2020.14
Desfitriady, Waruwu, D. N., & Musyidah, D. S. (2025). Pengaruh Brand Loyality dan Disko Terhadap Pembelian Kosmetik Wardah pada Platfrom E-Commerce Shopee. 4(1).
Devi, S. O., Budiono, K., & Yusuf, H. F. (2024). Pengaruh harga , promosi , word of mouth , kualitas produk dan kualitas pelayanan terhadap keputusan pembelian pada minuman deles glenmore Banyuwangi. 1(2), 66–79.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., & Filieri, R. (2021). Deposited via The University of Sheffield . White Rose Research Online URL for this paper : Version : Published Version Article : Dwivedi , Y . K ., Ismagilova , E ., Hughes , D . L . et al . ( 2021 ) Setting the future of digital and International Journa.
Fuatqi, F. A., & Pertiwi, P. C. (2023). Pengaruh Word Of Mouth Dan Atribut Produk Terhadap Keputusan Nasabah Bank Muamalat KCP Ponorogo Menggunakan Kartu Shar-E Debit Reguler GPN. 03(01), 51–63.
Gunawan, C., & Septianie, I. (2021). The Effect of Trust and Risk Perceptions Using E-Commerce on Consumer Purchase Intentions (Study on Lazada Consumers in Sukabumi City). Journal of Economics and Business (JECOMBI), 1(2), 239–247.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hidayat, A., & Ariffin, K. (2021). Pengaruh Word Of Mouth (WOM) terhadap Keputusan Pembelian Caffe and Tea Sintesa Tajung Tabalong. 6, 763–780.
Holbrook, B., & Chaudhuri, A. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93.
Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships. Journal of Product and Brand Management, 21(2), 98–108. https://doi.org/10.1108/10610421211215517
Kamal, M., Kurniadi, T. M., Sandy, L., & Sakti, T. (2025). Analysis of the Influence of Digital Marketing on Consumer Loyalty in the Industry 4 . 0 Era. 5(05), 1234–1242. https://doi.org/10.58471/jms.v5i05
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity.
Kuikka, A., & Laukkanen, T. (2012). Brand loyalty and the role of hedonic value. Journal of Product and Brand Management, 21(7), 529–537. https://doi.org/10.1108/10610421211276277
Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Journal of Marketing, 80(6), 36–68. https://doi.org/10.1509/jm.15.0414
Kwandy, C. O., Nicholas, H., Soehadi, A. W., Utama, F., & Saragih, H. S. (2021). Pengaruh Brand Story Telling dalam Pembentukan Brand Loyalty dan WOM pada Brand Socendate. Kajian Branding Indonesia, 3(2), 160–171. https://doi.org/10.21632/kbi.3.2.160-171
Lau G.T, & Lee S.H. (1999). Consumers ’ Trust in a Brand and the Link to Brand Loyalty. Journal of Market Focused Management, 4(1999), 341–370.
Makatita, M., Amin, M., & Surijadi, H. (2022). The Impact of Brand Reputation, Brand Equity and Brand Competence on Brand Loyalty. PUBLIC POLICY (Jurnal Aplikasi Kebijakan Publik & Bisnis), 3(1), 27–41. https://doi.org/10.51135/publicpolicy.v3.i1.p27-41
Maulidia, G., & Ratnasari, I. (2021). Analisis Komparatif Strategi Digital Marketing terhadap Keputusan Penggunaan Jasa Transportasi Online Gojek dan Grab di Kabupaten Karawang. Jurnal Ilmiah Ekonomi Global Masa Kini, 12(1), 51–57. https://doi.org/10.36982/jiegmk.v12i1.1520
Millah, A. S., Apriyani, Arobiah, D., Febriani, E. S., & Ramdhani, E. (2023). Analisis Data dalam Penelitian Tindakan Kelas. Jurnal Kreativitas Mahasiswa, 1(2), 140–153.
Mulyansyah, G. T., & Sulistyowati, R. (2020). Pengaruh Digital Marketing Berbasis Sosial Media terhadap Keputusan Pembelian Kuliner di Kawasan G-Walk Surabaya. Pendidikan Tata Niaga, 9(1), 1097–1103.
Oliver. (1999). Applications for Hydrous Ferric Oxide Mine Water Treatment Sludge - A Review. Reliable Mine Water Technology: Proceedings of the International Mine Water Association Annual Conference 2013, Vols I & Ii, 63, 519–524.
Purwana, D., Rahmi, R., & Aditya, S. (2017). Pemanfaatan Digital Marketing Bagi Usaha Mikro, Kecil, Dan Menengah (UMKM) Di Kelurahan Malaka Sari, Duren Sawit. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 1(1), 1–17. https://doi.org/10.21009/jpmm.001.1.01
Qingyun, Z., & Sarkis, J. (2015). Green Marketing and Consumerism in China: Analyzing the Literature. Center for Sustainability in Business, 23(3), 230–239.
Rickert, C. G., & Markmann, J. F. (2019). Current state of organ transplant tolerance. 441–450. https://doi.org/10.1097/MOT.0000000000000670
Rosario, A. B., Valck, K. De, & Sotgiu, F. (2019). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation October 2019 Forthcoming in the. October.
Santoso, D., & Prasastyo, K. W. (2021). Perceived Quality, Brand Awareness, Dan Brand Loyalty Terhadap Overall Brand Equity Pada Konsumen Luwak White Koffie Di Jakarta. E-Jurnal Manajemen Tsm, 1(1), 9–18.
Saputra, D., Meilinda, E., Yulia, & Yulia. (2024). Penguatan Strategi Pemasaran Berbasis WEB Bagi Home Industry Cokelat Tempe “Golden King” Pasca Pandemi COVID-19. KOMUNITA: Jurnal Pengabdian Dan Pemberdayaan Masyarakat, 3(1), 227–239. https://doi.org/10.60004/komunita.v3i1.100
Sari, R., Lie, D., Butarbutar, M., & Efendi, E. (2018). Peranan Periklanan Dan Personal Selling Terhadap Volume Penjualan Pada Pt. Radio Citra Anak Siantar (Cas) 89,4 Fm Pematangsiantar. Maker: Jurnal Manajemen, 2(1), 34–48. https://doi.org/10.37403/maker.v2i1.35
Sawicki, A. (2016). Τι είναι το Νευρομάρκετινγκ και η σχέση με το Digital Marketing; World Scientific News, 48, 82–88.
Sholicha, N., & Oktafia, R. (2021). Strategi Pemasaran dalam Upaya Peningkatan Omset Penjualan UMKM Desa Sumber Kembar, Kecamatan Pacet, Kabupaten Mojokerto. Jurnal Ilmiah Ekonomi Islam, 7(2). https://doi.org/10.29040/jiei.v7i2.2286
Sundari, R. (2024). Peranan Digital Marketing dalam Mencapai Efisiensi Usaha Pelaku Usaha Mikro , Kecil Dan Menengah ( UMKM ). 3(3), 109–114.
Susanti, I. D., Djohar, A. P., Waru, T., & Janah, Y. (2023). Pengaruh Word Of Mouth Terhadap Keputusan Pembelian Produk Natasha Skin Care Jakarta Pusat. 3, 1–4.
Tbp, R. R. R., Wismantoro, Y., Didiek, V., Aryanto, W., & H, G. T. (2025). SEIKO : Journal of Management & Business Pengaruh Digital Marketing , Live Streaming , Influancer , Dan Online Customer Review Terhadap Purchase Decision Di Tiktokshop Produk Skintific. 8(1), 155–179.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708. https://doi.org/10.1016/j.bushor.2014.07.002
Wang, Z., Wang, S., & Wen, T. (2025). A Study on the Impact of Brand Ritual on Online Word-of-Mouth Communication.
Wardhana, A. (2015). Prosiding Seminar Nasional STRATEGI DIGITAL MARKETING DAN IMPLIKASINYA PADA KEUNGGULAN BERSAING UKM DI INDONESIA. 327–337.
Wjaya, G. P., & Yulita, H. (2022). Pengaruh Konten Marketing, E-WoM, dan Citra Merek di Media Sosial Tiktok terhadap Minat Beli Kosmetik Mother of Pearl. Journal of Business & Applied Management, 15(2), 133. https://doi.org/10.30813/jbam.v15i2.3772
Template
