Kania Oktaviana Winarno, Indrawati
IMPACT OF SOCIAL MEDIA MARKETING AND
JAM
20, 3
Received, March ‘22
Revised, April ‘22
August ‘22
Accepted, August ‘22
Journal of Applied
Management (JAM)
Volume 20 Number 3,
September 2022
Indexed in DOAJ -
Directory of Open Access
Journals, ACI - ASEAN
Citation Index, SINTA -
Science and Technology
Index, and Google
Scholar.
Corresponding Author:
Kania Oktaviana Winarno,
Management Business Tele-
communication and
Informatics (MBTI), Telkom
University, Indonesia, DOI:
http://dx.doi.org/10.21776/
ub.jam.2022.020.03.15
668 JOURNAL OF APPLIED MANAGEMENT
ELECTRONIC WORD OF MOUTH (E-WOM) ON
PURCHASE INTENTION
Kania Oktaviana Winarno
Indrawati
Management Business Telecommunication and Informatics (MBTI), Telkom University,
Indonesia
Abstract: The present quantitative research is intended to conduct an investigation into
the effect of social media marketing and electronic word of mouth (E-WOM), especially on
Instagram, on the purchase intention of Sunday Bowl Cereal Club products. As for the
sampling strategy, the non-probability purposive sampling method was employed in this
research. Samples were drawn from up to 300 respondents. To analyze the data, this re-
search employed the Structural Equation Modeling (SEM) models that are processed using
SmartPLS 3.2.9. The results show that social media marketing has a positive and significant
relationship to E-WOM. Age and gender moderate the relationship between social media
marketing and E-WOM. Social media marketing has a positive and significant relationship
on purchase intention. Age and gender do not moderate the relationship between social
media marketing and purchase intention. E-WOM has a positive and significant relation-
ship on purchase intention. Age moderate the relationship between E-WOM and purchase
intention. Gender do not moderate the relationship between E-WOM and purchase inten-
tion. Social media marketing has a positive and significant relationship on purchase inten-
tion through E-WOM. Age moderate the relationship between Social media marketing and
purchase intention through E-WOM. Gender do not moderate the relationship between
social media marketing and purchase intention through E-WOM. Sunday Bowl Cereal Club
needs to pay attention to the framework in the customer life cycle: Plan-Reach-Act to
increase their social media marketing. Then Sunday Bowl Cereal Club needs to improve its
marketing mix through E-WOM in encouraging purchase intention from potential custom-
ers.
Keywords: Electronic Word of Mouth (E-WOM), Purchase Intention, Social Media Market-
ing
Cite this article as: Winarno, K. O. and Indrawati. 2022. Impact of Social Media Marketing
and Electronic Word of Mouth (E-WOM) on Purchase Intention. Jurnal Aplikasi Manajemen,
Volume 20, Number 3, Pages 668–683. Malang: Universitas Brawijaya. DOI: http://dx.doi.org/
10.21776/ub.jam.2022.020.03.15.
In line with the times, the become part of the lifestyle and recreation of the
culinary industry in Indone- community. As time goes by with technological de-
sia continues to experience velopments, people experience changes in the tran-
rapid development. Culinary sition from hobbies to lifestyles. The existence of
is also considered to have this phenomenon causes hangout places such as
VOLUME 20 NUMBER 3 SEPTEMBER 2022
668
 Impact of Social Media Marketing and Electronic Word of Mouth (E-WOM) on Purchase Intention

cafes to become more creative in improving to cre-
ate a cool and interesting place, both in terms of
food presentation and visuals. The rise of the cafe
in Indonesia is accompanied by a specific theme
and purpose, one of which is that a café must have
a different concept, such as live music, affordable
prices, and unique menu offerings that have many
choices. As information in the Open Data of West
Java Province (2021), which was reported from the
website, it is known that there has been an increas-
ing trend in the number of cafes in the last eight
years, of which a total of 2,548 cafes are located in
Bandung. Interestingly, compared to 2019, there was
a rise in the overall number of 142 cafes in Bandung
in 2020.
With the continued growth of the digital eco-
system, it supports the market potential of the culi-
nary industry. The internet penetration and quality
in Indonesia has been developing rapidly and now
has reached almost half the population. Kemp (2021)
stated that the number of social media users in In-
donesia is quite significant. Instagram, for example,
has 85 million active users in Indonesia. Those who
are actively involved in using Instagram on a daily
basis reach 39.9% of the total population in Indone-
sia of 274.9 million people. Of the total 85 million
Instagram social media users in Indonesia, 52.4%
of them are female and 47.6% are male.
Setianingtyas and Nurlaili (2020) claims that social
media, especially Instagram, has become a digital
marketing medium that is widely used by entrepre-
neurs to help market their business.
In this study, we chose Sunday Bowl Cereal
Club which also uses Instagram as the main mar-
keting tool to promote their products. At the time of
the study, there are numerous similar cereal bar cafes
that market their products through Instagram. The
main competitors to Sunday Bowl Cereal Club,
namely Day Dreaming, Cereal Box, and Morning
Guzel, also use Instagram to promote their prod-
ucts. However, the number of followers of Sunday
Bowl Cereal Club is far higher than their competi-
tors, as can be seen in Table 1.

Table 1. Cereal Bar Cafes Instagram Comparison

No Brand Instagram Account Posts Followers

1. Sunday Bowl Cereal Club @sundaybowl 117 26.520
2. Morning Guzel @morningguzel 51 6.006
3. Day Dreaming @daydreamingyogya 193 4.735
4. Cereal Box @cerealbox.id 75 4.497
5. Maltyans @maltyans 81 2.502
6. Cappio Cereal & Coffee @cappiocerealcoffee 19 1.491
7. Cereal Land @cerealland.id 9 1.427
8. Crunch Me @crunchme_bandung 90 1.066
Source: Processed Data, 2022

In addition to using the social media marketing,
Sunday Bowl Cereal Club has also adopted an elec-
tronic word of mouth (E-WOM) through its
Instagram account to promote its products. As can
be seen through the official Sunday Bowl Cereal
Club’s Instagram account, the E-WOM can be seen
where many of its customers voluntarily share their
experiences in consuming products from Sunday
Bowl Cereal Club. The E-WOM that occurs is quite
diverse, whether it is consumers who directly pro-
vide reviews through the comments section on Sun-
day Bowl Cereal Club posts, tagging them at the
location of the uploaded photo or video, or share
their content via Instagram Stories. The existence
of this E-WOM can be utilized by Sunday Bowl
Cereal Club as a strategy in attracting new poten-
tial customers while browsing the information on
their Instagram account. Merdeka (2019) cites the

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 Kania Oktaviana Winarno, Indrawati
success of Sunday Bowl Cereal Club, which is now
famous in the social media community, as an ex-
ample of the E-WOM successfully carried out. This
is also what caused Sunday Bowl Cereal Club goes
viral in early 2020. This situation makes Sunday Bowl
Cereal Club crowded with visitors every day, so it
is not uncommon for visitors who come to have to
enter the waiting list first and queue up to a dozen
guests.
The problem that emerged at Sunday Bowl
Cereal Club was identified that there was a decrease
in sales figures which indicated that there was a
decrease in consumers’ buying intention for their
products. Sunday Bowl Cereal Club sales figures in
2021 showed a significant decline from the previ-
ous year. The sales figures in 2021 are also classi-
fied as the worst sales figures because previously
the sales figures from Sunday Bowl Cereal Club
could always far exceed the sales increase target
that had been set. The decline in sales figures that
occurred at Sunday Bowl Cereal Club was due to
factors that influenced the purchase intention of the
public towards Sunday Bowl Cereal Club products.
One of the factors that influenced the decline
in sales figures was the lack of promotional strate-
Source: Sunday Bowl Cereal Club’s Internal Data, 2022
Figure 1. Sunday Bowl Cereal Club’s Data Sales in 2020-2021
670 JOURNAL OF APPLIED MANAGEMENT
gies through social media. Data shows there was a
decrease in intensity and frequency of upload on
their Instagram account in 2021 compared to the
previous year. There was only 25 uploaded con-
tents in the form of photo or video in 2021, a de-
crease of 61.54% from 2020. A decrease in
Instagram engagement caused by other factors was
also observed. The total number of likes in 2021
decreased by 26,270 (30.46%) compared to the pre-
vious year. In addition, other impacts also have an
impact on a decrease in engagement which causes
the overall number of likes in 2021 to decrease by
26,270 or 30.46% from 2020. Starting from August
2021 to December 2021, the sales declined drasti-
cally, coinciding with zero upload in Sunday Bowl
Cereal Club’s Instagram account. In addition, Sun-
day Bowl Cereal Club stopped posting Instagram
ads, which they did in January and May 2021. The
decrease of social media marketing activities cer-
tainly impacted the level of electronic word of mouth
of its customer. This can be seen in the number of
comments on the Instagram account, which de-
creased 79.69% from 2020 to only 251 comments
in 2021.
VOLUME 20 NUMBER 3 SEPTEMBER 2022
 Impact of Social Media Marketing and Electronic Word of Mouth (E-WOM) on Purchase Intention
Entertainment
Interaction
Social Media
Trendiness
Marketing
Customization
Perceived Risk
Source: Processed Data, 2022
Figure 2. Conceptual Research Framework
This study aims to investigate the effect of so-
cial media marketing and electronic word of mouth
(E-WOM), especially on Instagram, on the purchase
intention of Sunday Bowl Cereal Club product. The
results of this study are expected to provide infor-
mation, reviews, and recommendation for Sunday
Bowl Cereal Club in order to develop suitable so-
cial media marketing and E-WOM strategies to in-
crease the level of customers’ purchase intention.
Additionally, the study serves to increase the library
of studies in social marketing strategies and can be
used as a reference for future studies in similar fields
or industries.
HYPOTHESIS DEVELOPMENT
Dewi et al. (2021) and Pramudhita and
Madiawati (2021) have shown that digital media
marketing, especially those in social media, retain a
positive and strong correlation with E-WOM. A study
carried out by Dewi et al. (2021) elaborates that
social media users who see the product have a higher
likelihood of indirectly talking about the product and
promoting it to other consumers who do not use
social media.
Hazzam (2021) stated that age is a strong de-
terminant of social media engagement and use.
Jinang et al. (2019) suggested that social media mar-
keting is mostly used and accepted by younger re-
ACCREDITED by Ministry of Research and Technology Republic of Indonesia, No 200/M/KPT/2020
E-WOM
Purchase
Intention
Age Gender
spondents. Jinang et al. (2019) revealed that gen-
der affects a person’s attitude regarding social me-
dia marketing communications where men show a
less favorable attitude than women. Karatsoli and
Nathanail (2020) stated that women are more likely
to trust content on social media, perceive informa-
tion from other people as more trustworthy than
men. Torres et al. (2018) stated that regarding the
moderating effect of the gender variable, significant
differences were found between men and women
in receiving electronic word of mouth information
and buying behavior. Therefore, a hypothesis for-
mulation is designed as follows:
Hypothesis 1: Social media marketing has a posi-
tive and significant effect on electronic word
of mouth.
Hypothesis 1a: The effect of social media market-
ing on electronic word of mouth is moderated
by age.
Hypothesis 1b: The effect of social media market-
ing on electronic word of mouth is moderated
by gender.
Muhammad et al. (2021) and Sinaga and
Sulistiono (2020) have provided an explanation that
marketing through social media hold a great effect
on consumers’ buying intention. Sinaga and
Sulistiono (2020) had clearly illustrated that when
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 Kania Oktaviana Winarno, Indrawati
there is a significant marketing activity on social
media, it will incite consumers’ buying intention. At
the same time, the existence of social media can be
utilized as a creative and effective opportunity to
promote certain products.
Jinang et al. (2019) suggested that social me-
dia marketing is mostly used and accepted by
younger respondents. Hazzam (2021) stated that
age is a strong determinant of social media engage-
ment and use. Jinang et al. (2019) revealed that
gender affects a person’s attitude regarding social
media marketing communications where men show
a less favorable attitude than women. Karatsoli and
Nathanail (2020) stated that women are more likely
to trust content on social media, perceive informa-
tion from other people as more trustworthy than
men. Torres et al. (2018) stated that regarding the
moderating effect of the gender variable, significant
differences were found between men and women
in receiving electronic word of mouth information
and buying behavior. Therefore, a hypothesis for-
mulation is designed as follows.
Hypothesis 2: Social media marketing has a posi-
tive and significant effect on purchase inten-
tion.
Hypothesis 2a: The effect of social media market-
ing on purchase intention is moderated by age.
Hypothesis 2b: The effect of social media market-
ing on purchase intention is moderated by gen-
der.
Muhammad et al. (2021) and Sinaga and
Sulistiono (2020) have shown that E-WOM can
possess a consequential effect on consumers’ buy-
ing intention. Sinaga and Sulistiono (2020) shows
that consumers’ buying attention increased signifi-
cantly when they receive more E-WOM. Moreover,
the implementation of promotional strategies through
E-WOM on social media has a much higher effec-
tiveness value because it can reach the wider com-
munity.
Ismagilova et al. (2020) stated that there is a
moderating effect of age on the relationship between
purchase intention. Jorgensen and Ha (2019)
showed that the use of electronic word of mouth
672 JOURNAL OF APPLIED MANAGEMENT
will be more effective in influencing purchasing de-
cisions and is needed when targeting young con-
sumers, especially women. Furthermore, Das and
Subudhi (2016) also stated that the 18-25 year age
group (Millennials and Gen Z) showed positive be-
havior to check online reviews on social media be-
fore making a purchase. This age group was also
found to be very active in sharing experiences and
influencing the purchasing decisions of others in their
family, friends and social groups. Therefore, a hy-
pothesis formulation is designed as follows:
Hypothesis 3: Electronic word of mouth has a posi-
tive and significant effect on purchase inten-
tion.
Hypothesis3a: The effect of electronic word of
mouth on purchase intention is moderated by
age.
Hypothesis3b: The effect of electronic word of
mouth on purchase intention is moderated by
gender.
Erkan and Evans (2014) have shown that so-
cial media marketing retain a positive and strong
correlation with purchase strong intention through
E-WOM. Furthermore, Muhammad et al. (2021)
Sinaga and Sulistiono (2020) and Lontoh, et al.
(2021) have shown that social media marketing and
E-WOM have a joint effect on retain a positive and
strong correlation with purchase intention. Social
media influences the relationship between consum-
ers and brands, and between consumers and other
consumers positively. Social media activities causes
E-WOM to happen and consumers distribute infor-
mation related to the brand to their friends and people
around them. This distribution generates interest and
influence them to buy the same brand. Therefore, a
hypothesis formulation is designed as follows:
Hypothesis 4: Social media marketing has a posi-
tive and significant effect on purchase inten-
tion through electronic word of mouth.
Hypothesis 4a: The effect of social media market-
ing on purchase intention through electronic
word of mouth is moderated by age.
Hypothesis 4b: The effect of social media market-
ing on purchase intention through electronic
word of mouth is moderated by gender.
VOLUME 20 NUMBER 3 SEPTEMBER 2022
 Impact of Social Media Marketing and Electronic Word of Mouth (E-WOM) on Purchase Intention
METHOD
Based on the background, problem formulation,
This Study used quantitative methods based on the
background, problem formulation, and research ob-
jectives. It as a method in research that tries to carry
out accurate measurements of behavior, cognition,
opinions, or attitudes (Indrawati, 2015). The aim is
to describe and explain the effect of the indepen-
dent variables, that is Social Media Marketing, in-
tervening variables, that is Electronic Word of Mouth,
towards the dependent variable, that is, Purchase
Intention, so that researchers use descriptive and
causal research.
The population taken for use in this research
are Instagram users who follow Sunday Bowl Ce-
real Club’s Instagram account for at least 3 months
and have seen e Sunday Bowl Cereal Club market-
ing content on the platform. Furthermore, to find
out the total sample, the researcher used the Ber-
Source: Processed Data, 2022
Figure 3. Outer Model SEM
ACCREDITED by Ministry of Research and Technology Republic of Indonesia, No 200/M/KPT/2020
noulli formula. The sample minimum in this study is
272 respondents based on the calculations results.
Therefore, the researchers rounded the sample num-
ber to 300 respondents in an attempt to make the
results obtained more precise. To collect data when
conducting research, the technique for sampling used
is non-probability sampling. The source of research
data, primary data is from a questionnaire using a
Likert, then distributed online on Google Forms.
RESULTS
Outer Model Test
Indrawati (2015) stated that the factor loading
value on the latent variable with its indication shows
the degree of convergence of validity where the
predictive value is greater than 0.70. The result is
considered by determining the loading value on the
needed construct, which has to be more superior
relative to the loading value of different constructs.
ISSN: 1693-5241 673
 Kania Oktaviana Winarno, Indrawati

Table 2. Result of Outer Model Test

Factor Validity Composite Cronbach’s Reliability

Variable Indicator Loading AVE Test Reliability Alpha Test

ENT1 0,727 0,538 Valid 0,946 0,939 Reliable

ENT2 0,715 Valid
ENT3 0,757 Valid
INT1 0,741 Valid
INT2 0,713 Valid
Social Media INT3 0,719 Valid
Marketing TRN1 0,754 Valid
(X1) TRN2 0,728 Valid
TRN3 0,710 Valid
CUS1 0,739 Valid
CUS2 0,717 Valid
CUS3 0,770 Valid
PRI1 0,745 Valid
PRI2 0,742 Valid
PRI3 0,726 Valid
EWM1 0,761 0,573 Valid 0,904 0,876 Reliable
EWM2 0,767 Valid
Electronic EWM3 0,768 Valid
Word of EWM4 0,734 Valid
Mouth (X2) EWM5 0,786 Valid
EWM6 0,747 Valid
EWM7 0,737 Valid
PCI1 0,786 0,621 Valid 0,891 0,848 Reliable
PCI2 0,831 Valid
Purchase
PCI3 0,753 Valid
Intention (Y)
PCI4 0,798 Valid
PCI5 0,770 Valid

Source: Processed Data, 2022

Table 2 showed that the values have described
that all of the variables in this research keep the
Composite Reliability and Cronbach’s Alpha values
beyond 0,70. Moreover, the data in the table shows
that each variable in the research score has an AVE
score 0.50. Therefore, all the variables in the re-
search criteria for convergent validity have been
met. Due to these results, therefore is admissible
that each and every indicator of the research vari-
able can acknowledge as reliable, precise, constant,
and suitable to assess each variable in this research.

674 JOURNAL OF APPLIED MANAGEMENT VOLUME 20 NUMBER 3 SEPTEMBER 2022

 Impact of Social Media Marketing and Electronic Word of Mouth (E-WOM) on Purchase Intention

Source: Processed Data, 2022

Figure 4. Inner Model SEM

Table 3. Hypothesis Testing Results (Main Model)

Variable Original Sample Standard T P Hypothesis

Relationship Sample Mean Deviation Statistics Values Conclusion
SMM  EWM 0,702 0,703 0,035 20,280 0,000 H0 rejected
SMM  PCI 0,211 0,214 0,077 2,731 0,007 H0 rejected
EWM  PCI 0,455 0,462 0,076 5,980 0,000 H0 rejected
SMM  EWM  PCI 0,319 0,325 0,056 5,733 0,000 H0 rejected
Source: Processed Data, 2022

Inner Model Test
Figure 4 elaborates that t analyses each and
every exogenous up to the endogenous latent vari-
able. The inner model is determined by means of
R2 to calculate the extent of variance in the change
that occurred between both independent and de-
pendent variables.
Acceptance of the research hypothesis requires
that the t-value is greater than 1,645 for main model
and p-Values must be below 0,050. In order to test
the relevance of predictive modeling in assessing
the structural model, the t-test between both inde-
pendent and dependent variables is employed. More-
over, conceding that the t-value exceeds the t-table
value, hence the alternative hypothesis is accept-
able. (1) Social media marketing has a positive and
significant effect on E-WOM with t-value 20,280 >
1,645 and p-values 0,000 < 0,050. This means hy-

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 Kania Oktaviana Winarno, Indrawati

pothesis 1 accepted. (2) Social media marketing
has a positive and significant effect on purchase
intention with t-value 2,731 > 1,645 and p-values
0,007 < 0,050. This means hypothesis 2 accepted.
(3) E-WOM has a positive and significant effect on
purchase intention with t-value t-value of 5,980>
1,645 and p-values 0,000 < 0,050. This means hy-
pothesis 3 accepted. (4) Social media marketing
has a positive and significant effect on purchase
intention through E-WOM with t-value 5,733 > 1,645
and p-values 0,000 < 0,050. This means hypothesis
4 accepted.

Table 4. Hypothesis Test Result (Moderating Age)

Path Path Standard

Variable
Coefficient Coefficient Deviation t-Value p-Values Hypothesis
Relation-
Original Mean Conclusion
ship
Young Adult Young Adult Young Adult Young Adult Young Adult
SMM 
EWM 0,669 0,706 0,672 0,743 0,041 0,071 16,457 9,955 0,000 0,000 H0 rejected
SMM 
PCI 0,235 -0,126 0,241 -0,154 0,079 0,278 2,977 0,454 0,003 0,650 H0 accepted
EWM 
PCI 0,377 0,665 0,378 0,687 0,081 0,267 4,633 2,486 0,000 0,013 H0 rejected
SMM 
EWM  PCI 0,252 0,469 0,254 0,507 0,056 0,207 4,522 2,263 0,000 0,024 H0 rejected
Source: Processed Data (2022)

Table 5. Hypothesis Test Result (Moderating Gender)

Path Path Standard

Variable
Coefficient Coefficient Deviation t-Value p-Values Hypothesis
Relation-
Original Mean Conclusion
ship
Male Female Male Female Male Female Male Female Male Female
SMM 
EWM 0,640 0,692 0,658 0,697 0,039 0,058 16,377 11,975 0,000 0,000 H0 rejected
SMM 
PCI 0,078 0,316 0,076 0,333 0,120 0,109 0,655 2,901 0,513 0,004 H0 accepted
EWM 
PCI 0,482 0,230 0,505 0,233 0,096 0,122 5,021 1,888 0,000 0,060 H0 accepted
SMM 
EWM  PCI 0,308 0,159 0,332 0,161 0,066 0,085 4,665 1,869 0,000 0,062 H0 accepted
Source: Processed Data (2022)

Acceptance of the research hypothesis requires
that the t-value is greater than 1,960 for moderating
variable and p-Values must be below 0,050. More-
over, conceding that the t-value exceeds the t-table
value, hence the alternative hypothesis is accept-
able. The effect of social media marketing on elec-
tronic word of mouth is moderated by age with t-
value >1,960 and p-values < 0,050. The effect is
stronger in the younger group than the adult group.
This means hypothesis 1a accepted. The effect of

676 JOURNAL OF APPLIED MANAGEMENT VOLUME 20 NUMBER 3 SEPTEMBER 2022

 Impact of Social Media Marketing and Electronic Word of Mouth (E-WOM) on Purchase Intention

social media marketing on purchase intention is not outside the model proposed in the study.The R² score
moderated by age with t-value < 1.960 and p-val- for the purchase intention is 0.386, indicating that
ues > 0,050. This means hypothesis 2a rejected. The the model is categorized as moderate. Purchase in-
effect of E-WOM on purchase intention is moder- tention is influenced by the social media marketing,
ated by age with t-value >1,960 and p-values < 0,050. E-WOM together as much as 38.6%, while the re-
The effect is stronger in the younger group than the maining 61.4% is explained by other variables out-
adult group. This means hypothesis 3a accepted. side the model proposed in the study.
The effect of social media marketing on purchase
intention through E-WOM is moderated by age with DISCUSSION
t-value < 1.960 and p-values < 0,050. This means Social Media Marketing to Electronic Word
hypothesis 4a accepted. of Mouth
Acceptance of the research hypothesis requires
Regarding potential customer behavior towards
that the t-value is greater than 1,960 for moderating
Sunday Bowl Cereal Club product, E-WOM is highly
variable and p-Values must be below 0,050. More-
influenced by social media marketing in a positive
over, conceding that the t-value exceeds the t-table
and significant manner. Social media users who see
value, hence the alternative hypothesis is accept-
the product have a higher probability of indirectly
able. The effect of social media marketing on elec-
talking about the product and promoting it to con-
tronic word of mouth is moderated by gender with
sumers. As specified by Dewi et al. (2021), conse-
t-value > 1.960 and p-values < 0,050. The effect is
quently, the utilization of social media and the possi-
stronger in the male group than the female group.
bility of a certain product becoming public’s topic
This means hypothesis 1b accepted. The effect of
discussion are inextricably linked. To put it another
social media marketing on purchase intention is not
way, increased use of social media is expected to
moderated by gender is not moderated by age with
have greater E-WOM at the same time. In addi-
t-value < 1.960 and p-values > 0,050. This means
tion, the representation of the relationship between
hypothesis 2b rejected. The effect of E-WOM on
social media marketing and E-WOM is practicable
purchase intention is not moderated by gender with
within the company’s efforts to increase customer
t-value < 1.960 and p-values > 0,050. This means
exposure to its products. Therefore, it is very im-
hypothesis 3b rejected. The effect of social media
portant for Sunday Bowl Cereal Club to form pro-
marketing on purchase intention through E-WOM
motions that are able to get public attention and cre-
is not moderated by gender with t-value < 1.960
ate interest in order to support customers to talk
and p-values > 0,050. This means hypothesis 4b
about the product and promote it to other potential
rejected.
customers.

Table 6. R2 Score Social Media Marketing to Electronic Word

of Mouth Moderated by Age
Construct R2 Conclusion
When it comes to prospective customers’ be-
Electronic Word of Mouth 0,493 Moderate havior toward Sunday Bowl Cereal Club products,
Purchase Intention 0,386 Moderate social media marketing which is moderated by age,
Source: Processed Data (2022) influences E-WOM significanly and shows a stron-
ger effect on the younger group. As specified by
Hazzam (2021), age is a strong determinant of so-
Table 6 described that the R² score for the E- cial media engagement and use. Young consumers,
WOM is 0.493, indicating that the model is catego- especially millennials and young generation Z are
rized as moderate. E-WOM is influenced by the the consumers who are the most engaged on the
social media marketing as much as 49.3%, while social media platform on the Instagram social net-
the remaining 50.7% is explained by other variables work. Millennials use Instagram to find information

ACCREDITED by Ministry of Research and Technology Republic of Indonesia, No 200/M/KPT/2020 ISSN: 1693-5241 677
 Kania Oktaviana Winarno, Indrawati
about a product and interact with other consumers.
As specified by Jinang et al. (2019), social media
marketing is mostly used and accepted by younger
respondents. Therefore, it is very important for Sun-
day Bowl Cereal Club to form a promotional effort
that is focused on its young customers through its
Instagram account so that it can encourage the cre-
ation of positive electronic word of mouth.
Social Media Marketing to Electronic Word
of Mouth Moderated by Gender
When it comes to prospective customers’ be-
havior toward Sunday Bowl Cereal Club products,
social media marketing which is moderated by gen-
der, influences E-WOM significanly and showed a
stronger influence in the male group. As specified
by Jinang et al. (2019), gender affects a person’s
attitude regarding social media marketing commu-
nications. As specified by Karatsoli and Nathanail
(2020), uploads on social media accounts play an
important role in the final purchase decision and
depend on gender. Torres et al. (2018) stated that
regarding the moderating effect of the gender vari-
able, significant differences were found between
men and women in receiving electronic word of
mouth information and buying behavior. Therefore,
it is very important for Sunday Bowl Cereal Club to
form a promotional effort that is focused on male
customers through its Instagram account so that it
can encourage the creation of positive electronic
word of mouth.
Social Media Marketing to Purchase Inten-
tions
Regarding prospective customers’ behavior to-
wards Sunday Bowl Cereal Club product, purchase
intention is highly influenced by social media mar-
keting in a positive manner. Social media marketing
has the ability to increase consumer confidence in a
product, causing a desire to buy. If promotion through
social media increases, the interest in buying will
also increase. As specified by Khan (2019), when
consumers receive messages commercially through
social media, consumers will receive information
about the brand and this affects consumers’ buying
intentions significantly. Other study by Moslehpour
678 JOURNAL OF APPLIED MANAGEMENT
et al. (2020) and Nguyen et al. (2020) aslo stated
that social media marketing affect purchase inten-
tions. As specified by Martinus and Anggraini (2018),
social media marketing can increase consumer con-
fidence in the product, causing a desire to buy. If
promotion through social media increases, the in-
terest in buying will also increase. Therefore, it is
very important for Sunday Bowl Cereal Club to form
promotions that are able to get public attention and
create interest to encourage purchases.
Social Media Marketing to Purchase Inten-
tions Moderated by Age
When it comes to prospective customers’ be-
havior toward Sunday Bowl Cereal Club products,
social media marketing which is moderated by age,
influences purchase intention insignificantly. As
specified by Jinang et al. (2019), age did not show
significant differences regarding attitudes in social
media marketing communications towards purchase
intention. As specified by Khaleeli (2020), demon-
strates that age, as a consume demographic char-
acteristic variable, has no moderating effect on the
connection between marketing activity on social
media and consumers’ purchase intention. There-
fore, Sunday Bowl Cereal Club can form promo-
tional efforts without focusing on certain age groups
to encourage product purchases.
Social Media Marketing to Purchase Inten-
tions Moderated by Gender
When it comes to prospective customers’ be-
havior toward Sunday Bowl Cercal Club products,
social media marketing, which is influenced by gen-
der, influences purchase intention insignificantly. As
specified by Jinang et al. (2019), gender does not
show a large influence on purchasing (behavioral
attitudes) and preferences (affective attitudes) in
terms of social media marketing communications
towards purchase intention. As specified by Khaleeli
(2020), demonstrates that gender, as a consumer
demographic characteristic variable, has no moder-
ating effect on the interrelation between the mar-
keting activity on social media and consumer’s pur-
chase intentions. Therefore, Sunday Bowl Cereal
Club can form promotional efforts without focusing
VOLUME 20 NUMBER 3 SEPTEMBER 2022
 Impact of Social Media Marketing and Electronic Word of Mouth (E-WOM) on Purchase Intention
on certain gender groups to encourage product pur-
chases.
Electronic Word of Mouth to Purchase Inten-
tion
Regarding prospective customers’ behavior to-
wards Sunday Bowl Cereal Club product, purchase
intention is significantly influenced by E-WOM in a
positive manner. As specified by Perkasa et al.
(2020), feedback from other customers in the form
of comments or reviews contributes to the purchas-
ing decision-making process. In other words, posi-
tive online feedback might improve the likelihood of
purchase intentions. Moreover, purchase intention
is influenced by E-WOM in a strong manner. As
specified by Sinaga and Sulistiono (2020), gener-
ally, after consumers purchase a product, they share
their perceptions of the product’s perceived ben-
efits: surely, this is based on the consumer’s own
exper ience. Other research by Arif (2019),
Pramudita and Sitinjak (2021), and Hidayat (2021)
also stated that E-WOM affect purchase intention.
The more E-WOM received by customers makes
the greater the effect on purchase intention. Due to
its ability to reach a wider community, the applica-
tion for Sunday Bowl Cereal Club’s promotional
strategies via E-WOM that is carried out voluntar-
ily by its customers so that it can encourage other
potential customers to also make product purchases.
Electronic Word of Mouth to Purchase Inten-
tions Moderated by Age
When it comes to prospective customers’ be-
havior toward Sunday Bowl Cereal Club products.
E-WOM which is influenced by age, influences
purchase intention significantly. As specified by
Ismagilova et al. (2020) there is a moderating ef-
fect of age on the relationship between purchase
intention. As specified by Jorgensen and Ha (2019),
by focusing on young consumers, particularly fe-
males, the E-WOM through the digital world, espe-
cially social media, is expected to be far more ef-
fective and essential (Jorgensen and Ha, 2019). Das
and Subudhi (2016) also stated that the 18-25 year
age group (Millennials and Gen Z) showed positive
behavior to check online reviews on social media
ACCREDITED by Ministry of Research and Technology Republic of Indonesia, No 200/M/KPT/2020
before making a purchase. This age group was also
found to be very active in sharing experiences and
influencing the purchasing decisions of others in their
family, friends and social groups. Therefore, it is
very important for Sunday Bowl Cereal Club to form
a promotional effort that is focused on its young
prospective customers via E-WOM to encourage
product purchases.
Electronic Word of Mouth to Purchase Inten-
tions Moderated by Gender
When it comes to prospective customers’ be-
havior toward Sunday Bowl Cereal Club products,
E-WOM which is influenced by gender, influences
purchase intention insignificantly. As specified by
Abubakar, et al. (2016), electronic word of mouth
in relation to influencing purchase intention has the
same effect for men and women. The credibility of
electronic word of mouth messages is also impor-
tant for both men and women. Therefore, it is very
important for Sunday Bowl Cereal Club to form a
promotional effort without focusing on certain gen-
der groups through E-WOM to encourage product
purchases.
Social Media Marketing to Purchase Inten-
tions through Electronic Word of Mouth
Regarding prospective customers’ behavior to-
wards Sunday Bowl Cereal Club product, purchase
intention is significantly influenced by social media
marketing through E-WOM in a positive manner.
As specified by Sinaga and Sulistiono (2020), Com-
ments on social media increase the amount of in-
formation on the brand available in public space and
help generate interest for people to buy the prod-
ucts. Promotions and campaigns are also factors
affecting people’s decision to purchase a product.
In doing marketing campaign through social media
promotions and E-WOM, the brand must pay at-
tention to the reviews from customers or potential
customers. As specified by Lontoh et al. (2021),
pairing social media marketing and E-WOM to-
gether creates a bigger impact to customers’ pur-
chase intention All of these also applies to Sunday
Bowl Cereal Club. Therefore, Sunday Bowl Cereal
Club needs to create social media promotions and
ISSN: 1693-5241 679
 Kania Oktaviana Winarno, Indrawati
campaigns that generates and improves E-WOM.
This will in turn promote the product to other poten-
tial customers, increase the interest in the brand,
and increase the interest in buying the product.
Social Media Marketing to Purchase Inten-
tions through Electronic Word of Mouth Mod-
erated by Age
When it comes to prospective customers’ be-
havior toward Sunday Bowl Cereal Club products,
social media marketing which is influenced by age,
influences purchase intention significantly through
E-WOM. As specified by Jinang et al. (2019), so-
cial media marketing is mostly used and accepted
by younger respondents. As specified by Ismagilova
et al. (2020) there is a moderating effect of age on
the relationship between purchase intention. Das and
Subudhi (2016) also stated that the 18-25 year age
group (Millennials and Gen Z) showed positive be-
havior to check online reviews on social media be-
fore making a purchase. Therefore, it is very im-
portant for Sunday Bowl Cereal Club to form a so-
cial media promotional effort that is focused on the
young group through through the creation of elec-
tronic word of mouth so that it can encourage pur-
chases.
Social Media Marketing to Purchase Inten-
tions through Electronic Word of Mouth Mod-
erated by Gender
When it comes to prospective customers’ be-
havior toward Sunday Bowl Cereal Club products,
social media marketing which is influenced by age,
influences purchase intention insignificantly through
E-WOM. As specified by Jinang et al. (2019), gen-
der does not show a large influence on purchasing
(behavioral attitudes) and preferences (affective
attitudes) in terms of social media marketing com-
munications. As specified by Abubakar, et al. (2016),
electronic word of mouth in relation to influencing
purchase intention has the same effect for men and
women. Therefore, Sunday Bowl Cereal Club can
form a social media promotional effort that without
focusing on certain gender groups through the cre-
ation of electronic word of mouth so that it can en-
courage purchases.
680 JOURNAL OF APPLIED MANAGEMENT
CONCLUSIONS
Social media marketing has a positive and sig-
nificant relationship to E-WOM. Age and gender
moderate the relationship between social media
marketing and E-WOM. Meanwhile, Social media
marketing has a positive and significant relationship
on purchase intention. Age and gender do not mod-
erate the relationship between social media mar-
keting and purchase intention. Further, E-WOM has
a positive and significant relationship on purchase
intention. Age moderate the relationship between
E-WOM and purchase intention. Gender do not
moderate the relationship between E-WOM and
purchase intention. Lastly, social media marketing
has a positive and significant relationship on pur-
chase intention through E-WOM. Age moderate the
relationship between Social media marketing and
purchase intention through E-WOM. Gender do not
moderate the relationship between social media
marketing and purchase intention through E-WOM.
IMPLICATIONS
The most important factor in predicting purchase
intention was E-WOM, where E-WOM is also
caused by activities on social media marketing.
When a customer sees a high level of customer in
social media, they will find it more engaging and
useful to follow. In turn, this will increase their in-
terest in purchasing the product talked about by the
other customers. Based on the findings of this study,
social media marketing will have a stronger impact
on purchase intention if it is mediated by E-WOM.
Therefore, business in this study should focus on
implementing this variable which is thought to be
most important in influencing purchase intention. As
a result, social media marketing on Instagram should
be performed in a way that retains and grow E-
WOM. Potential customers develops a purchace
intention when they see online positive feedback from
other customer. Additionally, social media market-
ing on Instagram enhances their marketing strate-
gies by uploading content and advertising to increase
the appeal to the wider community.
VOLUME 20 NUMBER 3 SEPTEMBER 2022
 Impact of Social Media Marketing and Electronic Word of Mouth (E-WOM) on Purchase Intention
LIMITATIONS
There are some limitations to this study that
can be taken into consideration when conducting
further research, including only focusing on one
brand. Nevertheless, this research has identified key
variables that influence digital marketing, especially
those in social media and E-WOM towards con-
sumers’ buying intention. Some suggestions for fu-
ture research include selecting different brand and
comparing more than one brands, adding other in-
dependent variables, focusing on more than one
social media. Future studies should also adjust the
model according to the changes and specific cir-
cumstances to obtain useful results which becomes
a basis to enhance a brand’s performance.
RECOMMENDATIONS
Sunday Bowl Cereal Club needs to pay atten-
tion to the framework in the customer life cycle
(Plan-Reach-Act). Plan, Sunday Bowl Cereal Club
needs to regulate its social media marketing, by de-
termining how often content needs to be updated
on social media accounts, ensures that the content
is memorable, and must create content that relates
to their followers, their perspectives, what they are
talking about, and what they are worried about.
Reach, Sunday Bowl Cereal Club needs to increase
customer affordability of its content when shared
on its Instagram social media account, by creating
direct participation in interactions between custom-
ers and creating Q&A content to answer customer
questions directly or add important information that
customers may not know. Act, Sunday Bowl Ce-
real Club needs to encourage customer interaction
and participation in Sunday Bowl Cereal Club’s
Instagram account, by determine what kind of in-
teraction needs to be done, encourage product in-
formation sharing, facilitate interaction between fol-
lowers, and encourage customers to provide posi-
tive reviews. Then Sunday Bowl Cereal Club needs
to improve its marketing mix through E-WOM in
encouraging purchase intention from potential cus-
tomers, by providing the best service to customers
to encourage these customers to give positive re-
views and recommend it to others, asking custom-
ACCREDITED by Ministry of Research and Technology Republic of Indonesia, No 200/M/KPT/2020
ers to review products they have bought and share
promotion content on Instagram Story and then Sun-
day Bowl Cereal Club provides rewards (discount,
voucher, etc.), and create a discussion forum on
Sunday Bowl Cereal Club’s Instagram account.
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ACCREDITED by Ministry of Research and Technology Republic of Indonesia, No 200/M/KPT/2020 ISSN: 1693-5241 683