scholarly journals Pengaruh Electronic Word Of Mouth dan Brand Image Terhadap Keputusan Pembelian Secondate Beauty

Prologia ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 335
Author(s):  
Natasha Valentina ◽  
Rezi Erdiansyah
Keyword(s):  
Word Of Mouth ◽  
Communication Theory ◽  
Brand Image ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Survey Method ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Purposive Sampling ◽  
The People

This study aims to determine the effect of electronic word of mouth and brand image on purchasing decisions of Secondate Beauty. The theories discussed in this study are communication theory, electronic word of mouth, brand image, and purchase decisions. This research uses a quantitative approach with a survey method. The population of this research is the people of Jakarta who have bought Secondate Beauty products. The sampling technique used was non-probability with a purposive sampling approach, with 140 respondents. The technique of collecting data using a questionnaire. Test the validity of the data using the validity, reliability, and normality test. And to test data processing and analysis using multiple linear regression test, T test, F test, correlation coefficient and coefficient of determination. All of these tests were processed by researchers using IBM SPSS 25 software. This program was used to determine the extent of the influence of electronic word of mouth and brand image on the purchasing decision of Secondate Beauty. The results of this study indicate that Ha is accepted, which means that this means that electronic word of mouth and brand image have a significant effect on purchasing decisions from Secondate Beauty products.Penelitian ini bertujuan untuk mengetahui pengaruh electronic word of mouth dan brand image terhadap keputusan pembelian Secondate Beauty. Teori yang dibahas di penelitian ini adalah teori komunikasi, electronic word of mouth, brand image, dan keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey. Populasi dari penelitian ini adalah masyarakat Jakarta yang pernah membeli produk Secondate Beauty. Teknik penarikan sampel yang digunakan adalan non-probability dengan pendekatan purposive sampling, responden yang berjumlah 140 orang. Teknik pengumpulan data dengan menggunakan kuesioner. Uji keabsahan data menggunakan uji validitas, reliabilitas, dan normalitas. Dan untuk uji pengolahan dan analisis data menggunakan uji regresi linear berganda, uji T, uji F, koefisen korelasi dan koefisien determinasi. Semua uji ini diolah peneliti dengan menggunakan software IBM SPSS 25. Program ini digunakan untuk mengetahui sejauh mana pengaruh electronic word of mouth dan brand image terhadap keputusan pembelian Secondate Beauty. Hasil dari penelitian ini mengindikasikan Ha diterima, yang berarti ini menunjukkan bahwa electronic word of mouth dan brand image berpengaruh secara signifikan terhadap keputusan pembelian dari produk Secondate Beauty.

scholarly journals Pengaruh Celebrity Endorser, Brand Image, dan Elektronic Word of Mouth terhadap Pembelian Pada Pengguna E-Commerce Shopee di Indonesia

2021 ◽  
Vol 2 (1) ◽  
pp. 1-5
Author(s):  
Muhammad Fauzi Amrullah
Keyword(s):  
Quantitative Research ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Analysis Technique ◽  
Regression Test ◽  
Celebrity Endorser

This study aims to examine the influence of the variables Celebrity Endorser, Brand Image, and Electronic Word of Mouth on Purchasing Decisions among Shopee e-commerce users in Indonesia. This research is a causal quantitative research and data collection tools using a closed questionnairevia google form. The population in this study were Indonesians who shop using Shopee and the number of samples in this study were 80 people. The sampling technique used in this reseach isnon-probability sampling with purposive sampling method. The analysis used is multiple linear regression test. The data analysis technique uses the IBM SPSS version 21 program.The results of the analysis show that the variables of Celebrity Endorser, Brand Image, and Electronic Word of Mouth have a positive and significant effect on Purchasing Decisions on Shopee e-commerce users in Indonesia and the coefficient of determination (R2) by 0.603 or 60.3%.

scholarly journals Pengaruh Kualitas Produk, Iklan, Elektronic Word Of Mouth Dan Citra Merek Terhadap Minat Beli Smartphone Oppo (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Papua)

2021 ◽  
Vol 4 (1) ◽  
pp. 32-36
Author(s):  
Karina Monica Ersada Siagian ◽  
Louis S. Bopeng ◽  
Makarius Bajari
Keyword(s):  
Product Quality ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Survey Method ◽  
Reliability Test ◽  
Electronic Word Of Mouth ◽  
Analysis Technique ◽  
Positive Effect

This study aims to determine the influence of product quality, advertisements, electronic words of mouth, and brand image on Oppo smartphone buying interests. This is a quantitative research with survey method. The population in this study are students of the Faculty of Economics and Business, Universitas Papua, with sample of 105 respondents, determined by the non-probability sampling technique. The analytical method used is the validity test and the reliability test using Cronbach's Alpha. The analysis technique used is the hypothesis and the multiple linear regression. The results of this study partially indicate that (1) a product quality has no effect on Oppo smartphone buying interest, as evidenced by the t-value of -0.662 and the significant value of 0.536 > 0.05, (2) advertisements have no effect on Oppo smartphone buying interest, as evidenced by the t-value of 1.067 and the significant value of 0.289 > 0.05, (3) electronic word of mouth has a positive effect on Oppo smartphone buying interest, as evidenced by the t-value of 4.999 and the significant value of 0.000 < 0.05, (4) and brand image has a positive effect on the Oppo smartphone buying interest, as evidenced by the t-value of 4.934 and the significant value of 0.000 < 0.05. The results of this study simultaneously indicate that product quality, electronic word of mouth and brand image have a positive effect on the buying interest of Oppo smartphone with a significant value of 0,000 < 0.005

scholarly journals Pengaruh Instagram dan EWOM Terhadap Minat dan Keputusan Pembelian Konsumen Produk Skincare

2022 ◽  
Vol 14 (1) ◽  
pp. 11-28
Author(s):  
Maria Anita Carolina Kioek ◽  
Lena Ellitan ◽  
Yuliasti Ika Handayani
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Purposive Sampling ◽  
Analysis Technique ◽  
Pls Analysis ◽  
Use Of Social Media

This study further finds out about the influence of instagram social media and electronic word of mouth (EWOM) as promotional media on buying interest and consumer purchase decisions on Somethinc skincare products. The sampling technique used is non-probability sampling by purposive sampling. As for the background of this research is the role of the use of social media Instagram and how influential electronic word of mouth (EWOM) on buying interest and consumer purchasing decisions. The research was conducted for skincare products with the SomeThinc brand. The sampling technique used is nonprobability sampling by purposive sampling. The sample used in this study were 105 respondents. The respondents in this study were required to be at least 17 years old, have an instagram social media account and have purchased SomeThinc skincare products. The data analysis technique used is SEM-PLS analysis using the SmartPLS 3.0 program. The results of this study indicate that instagram social media has a significant effect on buying interest, instagram social media has a significant effect on consumer purchasing decisions, electronic word of mouth (EWOM) has a significant effect on buying interest, electronicword of mouth (EWOM) has an effect on consumer purchasing decisions, buying interest has a significant effect on consumer purchasing decisions, social media instagram has a significant effect on consumer purchasing decisions mediated by buying interest,  electronic word of mouth (EWOM) has a significant effect on consumer purchasing decisions mediated by buying interest.

scholarly journals Pengaruh Brand Image dan Store Atmosphere Terhadap Keputusan Pembelian Pada Konsumen Badan Usaha Milik Desa (BUMDES) Mart Banjaran

2020 ◽  
Vol 11 (3) ◽  
pp. 227-238
Author(s):  
Eli Achmad Mahiri
Keyword(s):  
Research Method ◽  
Brand Image ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Survey Method ◽  
Purchasing Decisions ◽  
Validity And Reliability ◽  
Infinite Population ◽  
Approach Method ◽  
Sampling Approach

This research was conducted at BUMDES Mart Banjaran Majalengka and aims to determine how the influence of Brand Image and Store Atmosphere on Purchasing Decisions of BUMDes Mart Banjaran consumers in order to increase the competitiveness of rural companies in the era of globalization. The population in this study is the infinite population and the sampling technique used. in this study is a non probability sampling with incidental sampling approach method. The research method used is a survey method with descriptive and verification approaches, the test instruments used in this study are validity and reliability tests. The data analysis used in this research is multiple regression analysis, the coefficient of determination, and hypothesis testing. The results showed that brand image has a positive and significant effect on purchasing decisions, and store atmosphere has a positive and significant effect on purchasing decisions.

scholarly journals Pengaruh Kualitas Produk dan Layanan Terhadap Keputusan Pembelian Produk Tabungan Pada Bank Syariah Mandiri Cabang Bogor

Responsive ◽  
2020 ◽  
Vol 3 (2) ◽  
pp. 101
Author(s):  
Gani Wiharso ◽  
Moch. Benny Alexandri
Keyword(s):  
Service Quality ◽  
Product Quality ◽  
Significant Influence ◽  
Regression Coefficient ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Survey Method ◽  
Purchasing Decisions ◽  
Validity And Reliability ◽  
Purposive Sampling

Abstrak — Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan layanan terhadap keputusan pembelian produk tabungan pada PT. Bank Syariah Mandiri cabang Bogor.      Metode yang digunakan yaitu metode survey dengan menggunakan teknik analisis deskriftif dan verifikatif. Teknik pengambilan sampel penelitian ini menggunakan teknik purposive sampling sebanyak 86 responden. Teknik pengumpulan data menggunakan kuesioner sebanyak 30 item pertanyaan yang dinilai dengan skala Likert 1-5 dan diuji validitas serta reliabilitasnya. Pengujian hipotesis menggunakan analisis statistik meliputi koefisien korelasi, koefisien determinasi, uji-t, dan uji F. Berdasarkan hasil pengujian parsial dapat disampaikan sebagai berikut : (1) Pengaruh kualitas produk (X1) terhadap keputusan pembelian produk diperoleh nilai thitung lebih besar dari nilai ttabel, yaitu 4,917 > 2,025 (nilai koefisien regresi 0,572 dan nilai signifikansi 0.000),  maka H0 ditolak dan Ha diterima. Sehingga dapat disimpulkan bahwa variabel kualitas produk secara parsial mempunyai pengaruh positif dan signifikan terhadap terhadap keputusan pembelian produk. (2) Pengaruh kualitas layanan (X2) terhadap keputusan pembelian produk diperoleh nilai thitung  lebih besar dari nilai ttabel, yaitu 2,675> 2,025 (nilai koefisien regresi 0,324 dan nilai signifikansi 0.009), maka H0 ditolak dan Ha diterima. Sehingga dapat disimpulkan bahwa variabel kualitas layanan  mempunyai pengaruh positif dan signifikan terhadap keputusan pembelian produk.  (3) Pengaruh kualitas produk (X1) dan kualitas layanan  (X2) terhadap keputusan pembelian produk diperoleh Fhitung = 49,573 > F tabel 3,109 maka H0 ditolak dan Ha diterima, sehingga dapat disimpulkan pengaruh kualitas produk dan kualitas layanan secara simultan berpengaruh secara signifikan terhadap keputusan pembelian produk. Hasil analisis koefisien determinasi dengan nilai adjusted R Square sebesar 0,550 maka dapat diartikan bahwa 50,5% kualitas produk dan layanan berpengaruh terhadap keputusan pembelian produk tabungan pada Bank Syariah Mandiri cabang Bogor. This study aims to determine the effect of product and service quality on purchasing decisions on savings products at PT. Bank Syariah Mandiri Bogor branch. The method used is a survey method using descriptive analysis techniques and verification. The sampling technique of this study used a purposive sampling technique of 86 respondents. Data collection techniques used a questionnaire of 30 question items which were assessed with a Likert scale of 1-5 and tested for validity and reliability. Hypothesis testing using statistical analysis includes correlation coefficient, coefficient of determination, t-test, and F test. Based on the results of partial testing can be conveyed as follows: (1) The effect of product quality (X1) on product purchasing decisions obtained tcount value greater than ttable , ie 4.917> 2.025 (regression coefficient 0.572 and significance value 0.000), then H0 is rejected and Ha is accepted. So it can be concluded that the product quality variable partially has a positive and significant influence on product purchasing decisions. (2) The effect of service quality (X2) on product purchase decisions obtained tcount greater than ttable, ie 2.675> 2.025 (regression coefficient value 0.324 and significance value 0.009), then H0 is rejected and Ha is accepted. So it can be concluded that the service quality variable has a positive and significant influence on product purchasing decisions. (3) Effect of product quality (X1) and service quality (X2) on product purchasing decisions obtained Fcount = 49.573> F table 3.109 then H0 is rejected and Ha is accepted, so it can be concluded that the influence of product quality and service quality simultaneously significantly influences the decision product purchase. The results of the analysis of the coefficient of determination with an adjusted R Square value of 0.550 can be interpreted that 50.5% of the quality of products and services influence the decision to purchase savings products at the Bogor branch of Syariah Bank Mandiri.

scholarly journals Pengaruh Electronic Word of Mouth dan Brand Image terhadap Minat Beli Tandon Air Marine di Kota Surabaya

2021 ◽  
Vol 4 (2) ◽  
pp. 264-279
Author(s):  
Dimas Akbar Ramadhan
Keyword(s):  
Word Of Mouth ◽  
Brand Image ◽  
Water Reservoir ◽  
Sampling Technique ◽  
Positive Influence ◽  
Clean Water ◽  
Electronic Word Of Mouth ◽  
Water Reservoirs ◽  
Purposive Sampling

The use of water reservoirs is increasingly diverse but the aims still to save clean water, making the competition between water reservoir producers in Indonesia more competitive. That is added with the emergence of various brands of new water reservoirs that are produced and circulated throughout Indonesia. Moreover, the types of water reservoirs that appear are also increasingly varied. The number of brands of water reservoirs in Indonesia with various types of marketing affects consumer buying interest in the water reservoir itself. This study aims to determine the effect of Electronic Word of Mouth and Brand Image on Buying Interest. By using associative methodology and in taking the sample using purposive sampling technique. The results of this study note that Electronic Word of Mouth and Brand Image simultaneously and partially affect Purchase Interest. The company should maintain and further improve the supporting factors in order to form a Brand Image that has a positive influence on buying interest from consumers. Keywords: Electronic Word of Mouth, Brand Image, Buying Interest

scholarly journals ANALISIS PENGARUH BRAND IMAGE, PROMOTION, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PADA APLIKASI ONLINE SHOP

2021 ◽  
Vol 5 (1) ◽  
pp. 53-61
Author(s):  
Christian Kuswibowo (Politeknik APP) ◽  
Aji Kresno Murti (Politeknik APP)
Keyword(s):  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Image ◽  
Equation Model ◽  
Least Square ◽  
Survey Method ◽  
Electronic Word Of Mouth ◽  
Purposive Sampling

AbstractThis research is conducted to examine the outcome of Brand Image, Promotion, and e-WOM toward Purchase Intention in the Online Shop application. The object of this research is millennial consumers who utilizes Shopee application in Jakarta area. This research was conducted on 150 respondents using a quantitative descriptive approach. Determining the sample size using purposive sampling technique due to some contemplation. Data collection method using a survey method, with the questionnaire as its research instrument. The approaches equipped in this research is the Structural Equation Model (SEM) with the Smart-Partla Least Square analysis tool. This research proves that Brand Image had a positive and significant effect on Purchase Intention in the Online Shop application, Promotion has a positive and significant effect on Purchase Intention in the Online Shop application and EWOM has a significant and fundamental outcome on Purchase Intention in the Online Shop application.AbstrakPenelitian ini ditulis oleh peneliti untuk melakukan analisis pengaruh antara Brand Image, Promotion, dan Electronic Word of Mouth (EWOM) terhadap Minat Beli pada aplikasi Online Shop. Objek riset ini merupakan para konsumen milenial yang menggunakan aplikasi Shopee di area DKI Jakarta. Pendekatan deskriptif kuantitatif digunakan dalam riset ini dengan memanfaatkan 150 responden. Teknik purposive sampling juga dimanfaatkan untuk penentuan ukuran sampling, purposive sampling technic dipilih karena pertimbangan beberapa faktor oleh peneliti dalam penerapannya. Pengumpulan data menggunakan survey method, dengan kuesioner sebagai instrument penelitiannya. Pendekatan penelitian menggunakan Structural Equation Model dengan dukungan Smart-Partial Least Square sebagai alat analisis riset.  Riset ini memperlihatkan bahwa Brand Image memberikan pengaruh positif dan signifikan terhadap Minat Beli pada aplikasi Online Shop, Promotion memberi pengaruh positif serta signifikan terhadap Minat Beli pada aplikasi Online Shop serta Electronic Word of Mouth atau e-WOM berdampak positif signifikan terhadap Minat Beli pada aplikasi Online Shop.

scholarly journals Pengaruh Citra Merek dan Electronic Word of Mouth Terhadap Keputusan Penggunaan Pada Marketplace Lazada di Kabupaten Buleleng

2021 ◽  
Vol 13 (1) ◽  
pp. 22
Author(s):  
Luh Mega Yuliastuti ◽  
Gede Putu Agus Jana Susila
Keyword(s):  
Regression Analysis ◽  
Linear Regression ◽  
Word Of Mouth ◽  
Brand Image ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Quantitative Sample

This research aims to examine the effect of brand image and electronic word of mouth on purchasing decisions at Lazada marketplace  in Buleleng Regency, both simultaneously and partially. The framework used in this researchs is causal quantitative. Sample is determined by using purposive sampling technique. Data were collected by using a questionnaire which will be tested for its realiability and validity, and will be analyzed by multiple linear regression analysis. The results of this research indicate that (1) brand image and electronic word of mouth have a simultaneous effect on purchasing decisions, (2) brand image has an effect on purchasing decisions, (3) electronic word of mouth has an effect on purchasing decisions at Lazada marketplace  in Buleleng Regency.

scholarly journals THE ROLE OF BRAND IMAGE IN MEDICATING EFFECT OF ELECTRONIC WORD OF MOUTH ON THE BUY OF A YAMAHA MOTOR YAMAHA AEROX BOTH IN DENPASAR CITY

2018 ◽  
Vol 7 (9) ◽  
pp. 5108
Author(s):  
I Gusti Ngurah Made Wedanta Putra ◽  
Komang Agus Satria Pramudana
Keyword(s):  
Data Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Electronic Word Of Mouth ◽  
Purchasing Intention ◽  
Analysis Technique

This study aims to determine the effect of electronic word of mouth and brand image as a variable of mediation on the purchase intention of Yamaha Aerox motorcycle in Denpasar City. The population in this study is the citizens of Denpasar who have never made a purchase Yamaha Aerox motorcycle. The sample obtained by purposive sampling technique is 110 people. Data analysis technique used is path analysis. The result of analysis shows that electronic word of mouth have positive and significant effect to brand image, electronic word of mouth has positive and significant effect to purchase intention. Brand image has a positive and significant impact on purchasing intentions. Brand image has partial effect on electronic word of mouth with purchase intention. The coefficient of determination total in this research is 0,476 which mean variable purchase intention influenced equal to 47,6 percent by variable of electronic word of mouth and brand image, the rest 52,4% influenced by variable outside model. Electronic word of mouth and brand image must be considered and upgraded by Yamaha company especially for Yamaha Aerox motorcycle products, to create positive reviews and impressions to increase purchasing intention to consumers.

scholarly journals PERAN BRAND IMAGE MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND AWARENESS TERHADAP NIAT BELI

2020 ◽  
Vol 9 (6) ◽  
pp. 2434
Author(s):  
Ketut Ayu Wedayanti ◽  
I Gusti Agung Ketut Sri Ardani
Keyword(s):  
Path Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Electronic Word Of Mouth ◽  
Purposive Sampling ◽  
Analysis Technique

This study aims to determine the effect of EWOM and brand awareness on purchase intentions through brand image as a mediator. The research sample was determined as many as 160 respondents using a sampling technique that is purposive sampling. The analysis technique used is path analysis with the classic assumption test and the sobel test. This research is expected to contribute empirically about the influence between EWOM variables, brand awareness, brand image and purchase intention for the development of science and become a material for company management considerations. The results showed that EWOM and brand awareness had a positive and significant effect on purchase intentions. EWOM, and brand awareness have a positive and significant effect on brand image. Brand image has a positive and significant effect on purchase intention. Brand image positively and significantly mediates the effect of EWOM and brand awareness on purchase intentions. Keywords: EWOM, brand awareness, brand image, purchase intention

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