Pengaruh Digital Marketing dan Electronic Word of Mouth (E-WOM) terhadap Niat Pembelian Produk Digital Pembelajaran dengan Literasi Keuangan sebagai Variabel Moderasi
DOI:
https://doi.org/10.37481/sjr.v9i4.1740Keywords:
Digital Marketing, E-WOM, Financial Literacy, Purchase IntentionAbstract
This study analyzes the effects of digital marketing and electronic word of mouth (e-WOM) on purchase intention toward digital learning products and examines the role of financial literacy as a moderating variable. An explanatory quantitative approach was employed through an online survey of 177 respondents who were users or potential users of digital learning products in Indonesia. The data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results show that digital marketing has a positive and significant effect on purchase intention, particularly through the dimensions of accessibility and trust. In contrast, e-WOM does not have a significant effect on purchase intention, while financial literacy does not significantly moderate the effects of either digital marketing or e-WOM on purchase intention. These findings indicate that, in the context of digital learning products, marketing stimuli directly controlled by product providers are more dominant than reviews from other users, while differences in consumers' levels of financial literacy have not been shown to alter the strength of these effects. This study provides practical implications for businesses by highlighting the importance of strengthening content, accessibility, and trust in digital marketing strategies for digital learning products.
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