Electronic word of mouth, purchase intention, and loyalty in West Java broadband with happiness as a moderator

https://doi.org/10.35912/ahrmr.v5i2.3407
Published: Jun 30, 2025

Abstract:

Purpose: This study aims to examine how electronic word of mouth (eWOM) specifically information quality, quantity, and credibility influences purchase intention and customer loyalty among IndiHome subscribers in West Java. Additionally, it tests whether happiness moderates the relationship between purchase intention and loyalty.

Methodology: The research employed a quantitative, cross-sectional design using stratified random sampling of 257 IndiHome subscribers across multiple municipalities in West Java. Data were collected through structured questionnaires and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate measurement validity, reliability, mediation, and moderation effects.

Results/findings: Findings show that information quality and quantity significantly increase purchase intention, while credibility has no direct effect. Purchase intention strongly predicts loyalty. Quantity and credibility indirectly affect loyalty through intention, whereas quality does not. Happiness moderates intention–loyalty, strengthening the conversion of intention into sustained customer loyalty.

Conclusion: The study concludes that clear and abundant eWOM cues are effective in shaping purchase intention, which serves as a key determinant of loyalty. Positive affect in the form of happiness amplifies this relationship, highlighting the importance of both cognitive and emotional drivers in loyalty formation.

Limitations: The cross-sectional design limits causal inference, and reliance on self-reported measures may introduce bias. The provincial focus on West Java may also restrict generalizability.

Contribution: This research extends eWOM theory by integrating informational attributes with affective moderation, offering both theoretical insights and managerial implications. Broadband providers are advised to improve information clarity, posting frequency, and service experiences that enhance customer happiness to foster sustainable loyalty.

Keywords:
1. Customer Loyalty
2. Electronic Word of Mouth
3. Purchase Interest
Authors:
1 . Asep Muhamad Ramdan
Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia
2 . Resa Nurmala
Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia
3 . Kokom Komariah
Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia
4 . Dicky Jhoansyah
Universitas Muhammadiyah Sukabumi, Jawa Barat, Indonesia
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How to Cite
Ramdan, A. M., Nurmala, R., Komariah, K., & Jhoansyah, D. (2025). Electronic word of mouth, purchase intention, and loyalty in West Java broadband with happiness as a moderator. Annals of Human Resource Management Research, 5(2), 313–329. https://doi.org/10.35912/ahrmr.v5i2.3407
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Vol. 5 No. 2 (2025): June
Articles
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  2. Barua, Z., Barua, S., Aktar, S., Kabir, N., & Li, M. (2020). Effects of Misinformation on COVID-19 Individual Responses and Recommendations for Resilience of Disastrous Consequences of Misinformation. Progress in Disaster Science, 8, 1-9. doi:https://doi.org/10.1016/j.pdisas.2020.100119
  3. Brandtzaeg, P. B., & Følstad, A. (2017). Why people use chatbots. International conference on internet science, 377-392. doi:https://doi.org/10.1007/978-3-319-70284-1_30
  4. Chong, A. Y. L., Khong, K. W., Ma, T., McCabe, S., & Wang, Y. (2018). Analyzing Key Influences Of Tourists’ Acceptance Of Online Reviews In Travel Decisions. Internet Research, 28(3), 564-586. doi:https://doi.org/10.1108/intr-05-2017-0212
  5. Diener, E., Lucas, R. E., & Oishi, S. (2018). Advances And Open Questions In The Science Of Subjective Well-Being. Collabra: Psychology, 4(1), 1-49. doi:https://doi.org/10.1525/collabra.115
  6. Dilla, S. F., & Ngatno. (2020). Pengaruh Harga dan Experiential Marketing Terhadap Loyalitas Pelanggan Melalui Kepuasan Konsumen Sebagai Variabel Intervening pada Konsumen General Repair PT Nasmoco Pemuda Semarang. Jurnal Ilmu Administrasi Bisnis, 9(4), 599-608. doi:https://doi.org/10.14710/jiab.2020.28922
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  8. Elseidi, R. I., & El-Baz, D. (2016). Electronic Word of Mouth Effects on Consumers' Brand Attitudes, Brand Image and Purchase Intention: An Empirical Study in Egypt. The Business & Management Review, 7(5), 268-276.
  9. Erkan, I., & Evans, C. (2018). Social Media Or Shopping Websites? The Influence Of eWOM On Consumers’ Online Purchase Intentions. Journal of Marketing Communications, 24(6), 617-632. doi:https://doi.org/10.1080/13527266.2016.1184706
  10. Fadhlurrahman, M. R., & Sunaryo, S. (2022). Pengaruh Electronic Word Of Mouth Terhadap Loyalitas Konsumen Yang Dimediasi Oleh Brand Image Dan Trust. Jurnal Manajemen Pemasaran dan Perilaku Konsumen, 1(1), 122-131. doi:https://doi.org/10.21776/jmppk.2022.1.1.5
  11. Filieri, R. (2015). What Makes Online Reviews Helpful? A Diagnosticity-Adoption Framework To Explain Informational And Normative Influences In E-WOM. Journal of Business Research, 68(6), 1261-1270. doi:https://doi.org/10.1016/j.jbusres.2014.11.006
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  17. Ho, C.-I., Liu, Y., & Chen, M.-C. (2022). Antecedents And Consequences Of Consumers’ Attitudes Toward Live Streaming Shopping: An Application Of The Stimulus–Organism–Response Paradigm. Cogent Business & Management, 9(1), 2145673. doi:https://doi.org/10.1080/23311975.2022.2145673
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  21. Hutabarat, W. M. S., & Prabawani, B. (2020). Pengaruh Experiential Marketing Dan Sales Promotion Terhadap Loyalitas Pelanggan Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Pada Pelanggan Go-Ride Semarang. Jurnal Ilmu Administrasi Bisnis, 9(2), 12-22. doi:10.14710/pilars.%v.%i.%Y.%p
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  27. Miremadi, A., & Haghayegh, M. (2022). The Competitive Advantage Of EWOM In Digital Marketing. European Journal of Business and Management Research, 7(2), 258-269. doi:https://doi.org/10.24018/ejbmr.2022.7.2.866
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  34. Saheb, T., Amini, B., & Alamdari, F. K. (2021). Quantitative Analysis Of The Development Of Digital Marketing Field: Bibliometric Analysis And Network Mapping. International Journal of Information Management Data Insights, 1(2), 100018. doi:https://doi.org/10.1016/j.jjimei.2021.100018
  35. Sari, S. P. (2020). Hubungan Minat Beli Dengan Keputusan Pembelian Pada Konsumen. Psikoborneo: Jurnal Ilmiah Psikologi, 8(1), 147. doi:https://doi.org/10.30872/psikoborneo.v8i1.4870
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