THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM), VIRAL MARKETING, CONTENT MARKETING AND STORE ATMOSPHERE ON PURCHASE DECISIONS

Tirta Mandira Wicaksana, Rizal Ula Ananta Fauzi

Abstract


The development of digital technology has driven significant changes in business marketing strategies, particularly through the utilization of social media. One of the most popular and effective platforms for marketing purposes is Instagram. The purpose of this study is to analyze the influence of Electronic Word of Mouth (E-WOM), Viral Marketing, Content Marketing, and Store Atmosphere on consumer purchasing decisions at Angkringan Capo on Jalan Baru, Madiun City. This research employs a quantitative approach using survey methods and questionnaire distribution to 385 respondents who are customers of Angkringan Cepo. The sample was selected using purposive sampling, with the criterion that respondents must be at least 18 years old. The research instruments were validated through validity and reliability tests. The data were analyzed using SPSS software with multiple linear regression analysis. The results of this study are expected to provide deeper insight into the effectiveness of digital marketing strategies in influencing consumer purchasing decisions, as well as serve as a reference for MSME practitioners in optimizing the use of social media to expand market reach and increase sales.


Full Text:

PDF

References


Alrasyid, P. A., Purwanto, E., Purnama, B., Fitria, J., & Sasikirana, A. N. (2025). Viral Marketing Strategy on Social Media (Culinary Product Case Study). Journal of Business and Digital Communication, 2(4), 11. Https://Doi.Org/10.47134/Jbkd.V2i4.4532

Fitriasari, D., & Ahmadi, M. A. (2025). Literature Review The Influence of Electronic Word of Mouth on Consumer Buying Interest on Social Media: Product Reviews, Brand Reputation, Impact on Sales. 2(1b). Https://Doi.Org/10.62710/B1drrw04

Jamil, F., Wulansari, N., & Irawansah, O. (2025). Implementation of digital marketing strategy through Instagram social media in increasing followers' interest in visiting Difisi Coffee Shop. Scientific Journal of Education Forum, 11 (September), 45–50.

Kusuma, I. G. N. A. G. E. T., Usadi, M. P. P., & Prayoga, K. S. (2025). The Influence of Product Quality, Price Perception, and E-WOM on Purchase Decisions at Pt Diana Ayu Garment. Gold, 6(4), 860–875. Https://Doi.Org/10.36733/Emas.V6i4.6115

Muthmainnah, H., & Triyanto, A. (2024). Analysis of Competitive Strategies in the Culinary Business (Case Study of What Pizza). GREAT: Journal of Islamic Management and Business, 1(1). Https://Doi.Org/10.62108/Great.V1i1.546

Natania, A. T., & Dwijayanti, R. (2024). The use of digital platforms as a marketing tool for MSMEs. Journal of Commerce Education (JPTN), 12.

Rahmaniyah, I., & Vilantika, E. (2025). The Influence of Social Media Marketing, Brand Ambassadors and Electronic Word of Mouth on Purchase Decisions on Jiniso's products. 6(6), 2482.

Sari, W. P., & Paramita, S. (2022). Viral marketing on social media as a new style of marketing communication. Journal of Muara Sciences Economics and Business, 6(2), 309–319.

Sihombing, S. B., & Husein, A. E. (N.D.). The Influence of Viral Marketing, Brand Image and Customer Trust on Purbasari's Purchase Decision through the Tiktok application in Batam City.

Sugiarto, C. R., Lastiawan, J. P., & Yunus, E. N. (2023). Critical Success Factors of Cloud Kitchen-Based Culinary Businesses from the Perspective of Business Actors and Consumers. Journal of Business and Management Applications, 9(1), 273.

Syaiful Anwar, R. M. (2024). The Influence of Product Quality, Brand Image, Promotion and Price on the Decision to Buy Pixy Cosmetic Products in Bogor City. Economicus, Vol. 15 No. 1, 55-66.

Vania Regita Lailia, & Jojok Dwiridotjahjono. (2023). The Implementation of Digital Marketing Strategies Through Instagram Social Media in Increasing Sales in Arunazma. Journal of Management and Social Sciences, 1(2), 01–10. https://doi.org/10.59031/jmsc.v1i2.161

Yogiana, F., Hesty Utami, R. P., Meiriyanti, R., & PGRI Semarang, U. (n.d.). The Influence of Viral Marketing and Influencer Marketing on Glad2glow Product Purchase Decisions on Tiktok Social Media Users with Brand Image as an Intervening Variable. In Journal of Management and Innovation Entrepreneurship (JMIE (Vol. 2).


Refbacks

  • There are currently no refbacks.


 

 

 

 

 

 

 

Editorial Office:

Universitas PGRI Madiun

Kampus 3 Lantai 2

Fakultas Ekonomi dan Bisnis

Jl. Auri no. 14-16 Madiun