Peran E-WoM Terhadap Minat Beli Susu Nabati Melalui Pendekatan SEM dan Theory of Planned Behavior di Jawa Timur

Abstract

Plant-based milk, particularly soy milk, is becoming increasingly popular as an alternative to animal milk due to its health benefits and lower environmental impact. However, social stigma and a lack of awareness remain challenges in Indonesia. The era of digitalization has made Electronic Word of Mouth (E-WoM) a key factor in influencing consumer perceptions and purchase intent. This study aims to: (1) to analyze the relationship between attitude, subjective norms, behavioral control, health awareness, and environmental concern toward soy milk purchase intention in East Java; (2) to analyze the relationship between E-WoM and purchase intention; (3) to analyze the relationship between attitude, subjective norms, and behavioral control toward purchase intention through E-WoM as a mediating variable. The population in this study consists of individuals aged 18 years and over who had consumed at least one brand of soy milk and were active on social media, residing in the City of Surabaya, Sidoarjo Regency, Bangkalan Regency, Malang Regency, and Jember Regency. The sample consists of 212 respondents selected through purposive sampling using a quantitative descriptive approach and Structural Equation Modeling – Partial Least Squares (SEM-PLS) analysis. The results showed that soy milk is directly influenced by the variables of attitude, behavioral control, health awareness, and E-WoM. Furthermore, E-WoM variable was found to significantly and positively mediate the effects of attitude, subjective norms, and behavioral control on purchase intention. The most dominant variables influencing purchase intention are E-WoM and health awareness. Companies are expected to optimize digital marketing and health education to generate positive reviews from consumers.