Theophilus Alpha Kristiawan, Keni Keni


This research aims to verify effect of packaging, social media marketing and electronic word of mouth (eWOM) on purchasing decisions. The sample in this research was 236 consumers of local brand clothing in DKI Jakarta province, who uses social media. Sampling using probability sampling method. Data analysis techniques in this research used the Partial Least Squares - Structural Equation Modeling (PLS - SEM) approach. Based on the results of the analysis, the results obtained if social media marketing and electronic word of mouth have a positive and significant influence on purchasing decisions, while packaging has no positive and insignificant influence. The results of this study can provide information to companies about packaging, social marketing media and EWOM to increase local brand clothing sales. This research is the first study conducted to look at the effect of packaging, social media marketing and EWOM on the decision to purchase local brand clothing.

Abstrak dalam Bahasa Indonesia. Penelitian ini bertujuan untuk menguji pengaruh kemasan, pemasaran media sosial dan electronic word of mouth (eWOM) terhadap keputusan pembelian. Sampel pada penelitian ini adalah 236 konsumen busana merek lokal di provinsi DKI Jakarta, yang menggunakan media sosial. Pengambilan sampel menggunakan metode probability sampling. Teknik analisis data pada penelitian ini menggunakan pendekatan Partial Least Squares – Structural Equation Modeling (PLS – SEM). Berdasarkan hasil analisis, diperoleh hasil jika pemasaran media sosial dan electronic word of mouth memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan kemasan tidak memiliki pengaruh positif dan tidak signifikan. Hasil penelitian ini dapat memberikan informasi kepada perusahaan busana merek lokal mengenai kemasan, pemasaran media sosial dan EWOM untuk meningkatkan penjualan busana merek lokal. Penelitian ini merupakan penelitian pertama yang dilakukan untuk melihat pengaruh dari kemasan, pemasaran media sosial dan EWOM pada keputusan pembelian busana merek lokal.


kemasan; pemasaran media sosial; electronic word of mouth; keputusan pembelian; merek lokal



Adofo, A. O. (2014). The Effect of Beauty Product Packaging on Consumer Buying decision (A Case of Selected Shops in The New Juabeng Municipality, Ghana). The Business & Management Review, 5(3), 14-21.

Akbari, M., Gholizadeh, M. H., & Zomorrodi, M. (2018). Islamic symbols in food packaging and purchase intention of Muslim consumers. Journal of Islamic Marketing, 9(1), 117-131.

Akram, M., & Wibowo, S. (2016). Pengaruh electronic word of mouth melalui social media Instagram terhadap keputusan pembelian studi kasus vespa piaggio di kota Bandung. E-proceeding of Applied Science, 2(3), 793-800.

Amron, A., Usman, U., & Mursid, A. (2018). The role of electronic word of mouth, conventional media, and subjective norms on the intention to purchase Sharia insurance services. Journal of Financial Services Marketing, 23(3-4), 218-225.

Andrea, M. (2019, Juli 12). Gairah Industri Fashion Indonesia. CNBC Indonesia.

Baruk, A. I., & Iwanicka, A. (2016). The Effect of Age, Gender and Level of Education on The Consumer’s Expectations Towards Dairy Product Packaging. British Food Journal, 118(1), 100-118.

Bataineh, A. Q. (2015). The Impact of Perceived e-WOM on Purchase Intention: The Mediating Role of Corporate Image. International Journal of marketing studies, 7(1), 128-137.

Christy, M. K. C., & Mathew, L. K. O. (2010). What Drives Consumers to Spread Electronic Word of Mouth in Online Consumer-Opinion Platforms. Decision Support System, 53(1), 218-225.

Cortina-Mercado, M. (2017). Effect of packaging design in the purchase decision process: a comparison of generations. Global Journal of Business Research, 11(2), 11-26.

Davvetas, V., & Halkias, G. (2019).Global and local brand stereotypes: formation, content transfer, and impact, International Marketing Review, 36(5), 675-701.

Fandy, T. 2014. Pemasaran Jasa. Yogyakarta, Indonesia: Andi

Ghosh, B. K. (2016). Impact of Packaging on Consumers’ Buying Behavior: A Case Study of Mother Dairy, Kolkata. Parikalpana: KIIT Journal of Management, 12(2), 27-34.

Goyette, I., Ricard, L., Bergeroon, J., & Marticotte, F. (2010). e-WOM Scale: word-of mouth measurement scale dor e-services context. Canadian Journal of Administrative Sciences/Revue Canadienne Des Sciences de l’Administration, 27(1), 5-23.

Gupta, V. (2016). Impact of social media on purchase decision making of customers. International Journal on Global Business Management & Research, 5(2), 73-85.

Hair Jr., J. F., Hopkins, L. K., Volker, G., & Sarstedt, M. (2014). Partial least squares structural equation modelling (PLS-SEM). An emerging tool in business research. European Business Review, 26(2), 106-121.

Hanaysha, J, R. (2017). An examination of marketing mix elements and customer retention In Malaysian retail market. American Journal of Marketing Research, 3(1), 1-7.

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.

Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013) The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product & Brand Management, 22(5/6), 342-351.

Imiru, G. A. (2017). The effect of packaging attributes on consumer buying decision behaviour in major commercial cities in Ethiophia. International journal of marketing studies, 9(6), 43-54.

Kotler, P., & Gary, A. (2017). Principal of Marketing (17th ed.). London: Pearson

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.

Kussudyarsana. (2016). Persepsi konsumen atas merek local dana sing pada kategori produk hedonic dan utilitarian. Benefit Jurnal Managemen dan Bisnis, 1(1), 48-56.

Lahindah, L., Merisa, & Siahaan, R. A. (2018). The Influence of Product Innovation and Service Quality to Buying Decision and the Impact to Repeat Buying at Progo Road Bandung. The Asian Journal of Technology Management, 11(2), 118-124.

Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.

Lutfie, H., Syafrina, I., & Hidayat, R. (2017). The Impact of Green Product through labeling, Packaging and Product Perception for Purchasing Decision: A Review. Journal of Economic & Management Perspectives, 11(3), 368-373.

McNeill, L. S. (2018) Fashion and women’s self-concept: a typology for self-fashioning using clothing. Journal of Fashion Marketing and Management: An International Journal, 22(1), 82-98.

McNeill, L. S., & McKay, J. (2016). Fashioning masculinity among young New Zealand men: Young men, shopping for clothes and social identity. Young Consumers, 17,(2), 143-154.

Mothersbaugh, D. L., & Hawkins, D. I. (2015). Consumer Behavior: Building Marketing Strategy. New York: McGraw Hill/Irwin.

Pedersen, T. S., Raszmerita, L., & Colleoni, E. (2014). Electronic Word-of-Mouth communication and consumer behaviour: an exploratory study of Danish social media communication influence. LSP Journal, 5(1), 112-131.

Peter, J. P., & Olson, C. P. (2009). Consumer Behavior & Marketing Strateggy (9th ed.). New York: McGraw Hill/Irwin

Poturak, M. (2014). Influence of product packaging on purchase decisions. European Journal of Social and Human Sciences, 3(3), 144-150.

Poturak, M., & Turkyilmaz, M. (2018). The Impact of eWOM in Social Media on Consumer Purchase Decisions: A Comparative Study between Romanian and Bosnian Consumers. Management and Economic Review, 3(2), 138-160.

Prasad, S., Garg, A., & Prasad, S. (2019) Purchase decision of generation Y in an online environment. Marketing Intelligence & Planning.

Prasad, S., Gupta, I. C., & Totala, N. K. (2017). Social media usage, electronic word of mouth and purchase-decision involvement. Asia-Pacific Journal of Business Administration, 9(2), 134-145.

Raheem, A. R., Vishnu, P., & Ahmed, M. (2014). Impact of product packaging on consumer’s buying behaviour. European Journal of Scientific Research, 122(2), 125-134.

Rahman, Z., Moghavvemmi, S., Suberamanaian, K., Zanuddin, H., Nasir, H. N. B. M. (2018) Mediating impact of fan-page engagement on social media connectedness and followers purchase intention. Online Information Review 42,(7), 1082-1105.

Rundh, B. (2009) Packaging design: creating competitive advantage with product packaging. British Food Journal, 111(9), 988-1002.

Salem, M. Z. (2018). Effects of perfume packaging on Basque female consumers purchase decision in Spain. Management Decision, 56(8), 1748-1768.

Shaheen, M., & Lodhi, R. N. (2016). Impacts of social media marketing on consumer decision making process: Descriptive study of Pakistan. Journal of Business Strategies, 10(1), 57-71.

Singla, N., & Arora, R. S. (2015). Social media and consumer decision making: a study of University student. International Journal of Marketing & Business, 4(4), 32-38.

Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: an exploratory study on the Impact of involvement level and time pressure. British Food Journal, 106(8), 607-628.

Sindunata, I., & Wahyudi, R. A. (2018). Pengaruh e-WOM (Electronic-Word-Of-Mouth) Terhadap keputusan pembelian di Jurnal Hospitality dan Manajemen Jasa, 6(1), 128-138.

Song, S., & Yoo, M. (2016). The role of social media during the pre-purchasing stage. Journal of Hospitality and Tourism Technology, 7(1), 84-99.

Tang, Y., Hsieh, Y., & Chiu, H. (2017). Purchase Decision: Does Too Much Choice Leave Us Unhappy?. European Journal of Marketing, 51(7/8), 1248-1265.

Usman, A., & Mursid, A. (2017). Buying decision in the marketing of Sharia life insurance (evidence from Indonesia). Journal of Islamic Marketing, 9(2), 370-383.

Weinberg, T. (2009). The New Community Rules: Marketing in a Web 2.0 World. Sebastopol, CA: O’ Reilly.

Zahay, D. (2015). Digital Marketing Management. New York: Business Expert Press.

Zhao, L., Lee, S. H. N., & Copeland, L. R. (2019). Social Media and Chinese Consumers’ Environmentally Sustainable Apparel Purchase Intentions. Asia Pacific Journal of Marketing and Logistics, 31(4), 855-874.

Zakaria, I. (2017, August 14) 10 Brand Kaos Lokal Kekinian yang Recommended Dibeli. IDN Times. kaos-lokal-kekinian-yang-recommended-dibeli-1

Cited by

  • There are currently no citations to this article.

Copyright (c) 2020 Theophilus Alpha Kristiawan, Keni Keni

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

favicon Department of Management | Business School | Universitas Pelita Harapan | Indonesia | +62 21 546 0901 |