Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian pada Pengguna Tokopedia

Dhea Eka Vitaloka Khoirunnisa; Sintya Dini Wilanda; Shinta Nurliana; Khairani Zikrinawati; Zulfa Fahmy

doi:10.59581/jmk-widyakarya.v1i2.749

Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian pada Pengguna Tokopedia

Dhea Eka Vitaloka Khoirunnisa ; Sintya Dini Wilanda ; Shinta Nurliana ; Khairani Zikrinawati ; Zulfa Fahmy

Jurnal Mahasiswa Kreatif 📅 2023 Vol 1, No 2 🔗 DOI: 10.59581/jmk-widyakarya.v1i2.749

Abstract

This study aims to determine the effect of electronic word of mouth (E-WOM) and brand image on purchasing decisions among Tokopedia e-commerce users. This study uses a quantitative research design with data collection techniques in the form of purposive sampling. The subjects in the study totaled 174 respondents who were users of the e-commerce application Tokopedia who had made at least one purchase aged 17-60. The results showed that the electronic word of mouth (E-WOM) variable had a significant effect on purchasing decisions on Tokopedia e-commerce. This is evidenced by the results of the tests that have been carried out obtained t count of 3.126 > 1.973 t table. Brand image variable also has a significant influence on purchasing decisions. This is evidenced by the results of the tests that have been carried out obtained t count of 18.362 > 1.973 t table

Keywords

Electronic Word of Mouth (E-WOM); Brand Image; purchasing decision

How to Cite

Dhea Eka Vitaloka Khoirunnisa, et al. (2023). Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian pada Pengguna Tokopedia. Jurnal Mahasiswa Kreatif, 1(2). https://doi.org/10.59581/jmk-widyakarya.v1i2.749

Dhea Eka Vitaloka Khoirunnisa; Sintya Dini Wilanda; Shinta Nurliana; Khairani Zikrinawati; Zulfa Fahmy, "Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian pada Pengguna Tokopedia," Jurnal Mahasiswa Kreatif, vol. 1, no. 2, 2023.

Dhea Eka Vitaloka Khoirunnisa; Sintya Dini Wilanda; Shinta Nurliana; Khairani Zikrinawati; Zulfa Fahmy. "Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian pada Pengguna Tokopedia." Jurnal Mahasiswa Kreatif, vol. 1, no. 2, 2023.

Dhea Eka Vitaloka Khoirunnisa; Sintya Dini Wilanda; Shinta Nurliana; Khairani Zikrinawati; Zulfa Fahmy. "Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian pada Pengguna Tokopedia." Jurnal Mahasiswa Kreatif 1, no. 2 (2023).

Dhea Eka Vitaloka Khoirunnisa, et al. (2023) 'Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian pada Pengguna Tokopedia', Jurnal Mahasiswa Kreatif, 1(2). doi: 10.59581/jmk-widyakarya.v1i2.749.

Dhea Eka Vitaloka Khoirunnisa; Sintya Dini Wilanda; Shinta Nurliana; Khairani Zikrinawati; Zulfa Fahmy. Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian pada Pengguna Tokopedia. Jurnal Mahasiswa Kreatif. 2023;1(2).