Preprint has been published in a journal as an article
Preprint / Version 1

The Influence of Brand Image, Price and Electronic Word of Mouth on Purchasing Decisions at E-commerce Shopee


Pengaruh Brand Image, Harga dan Electronic Word of Mouth Terhadap Keputusan Pembelian di E-commerce Shopee

##article.authors##

  • Achmad Riski Kurniawan Universitas Muhammadiyah Sidoarjo
  • Mas Oetarjo Universitas Muhammadiyah Sidoarjo

DOI:

https://doi.org/10.21070/ups.3567

Keywords:

Purchase Decisions, Brand Image, Price, Electronic word of mouth

Abstract

This research was conducted to determine the effect of brand image, price, andElectronic Word of Mouth on purchasing decisions at E-Commerce Shopee. Method which is used in this research using descriptive analysis with Research Model quantitative. The population in this study is community in Sidoarjo Regency ever did purchase at the shopee. The data collection technique for this research was taken by distributing questionnaires using a Likert scale with a total of 96 respondents obtained from the Cochran formula. The data analysis technique in this research uses Smart-PLS Version 3.0. the results of this study prove that: (1) Brand Image influences purchase decisions at Shopee, (2) Price influences Purchase Decisions at Shopee and (3)Electronic Word of Mouth effect on Purchase Decisions at Shopee

Downloads

Download data is not yet available.

References

S. Dan Hermawati, “Pemanfaatan E-Commerce Tokopedia Sebagai Upaya,” Vol. 04, No. 06, Pp. 602– 609, 2021.

A. Fauziah, “Kepuasan Pelanggan Belanja Online (Pada Marketplace Tokopedia Situs Www.Tokopedia.Com/Klikbarcode),” Solusi, Vol. 19, No. 2, Pp. 80–91, 2021, Doi: 10.26623/Slsi.V19i2.3156.

F. Rozi And D. K. Sari, “The Influence Of Brand Image, Product Quality And Price On Consumer Purchase Decisions Of Bolu Malang In Malang Regency,” Acad. Open, Vol. 7, Pp. 1–14, 2022, Doi: 10.21070/Acopen.7.2022.3040.

W. D. Agung, “Pengaruh Citra Merek (Brand Image), Kualitas Produk, Dan Desain Produk Terhadap Keputusan Pembelian Pada Produk Batik Mukti,” Isoquant J. Ekon. Manaj. Dan Akunt., Vol. 3, No. 1, P. 81, 2019, Doi: 10.24269/Iso.V3i1.242.

F. Febrian, “Pengaruh Kualitas Produk Dan Harga Terhadap Minat Beli Lembur Batik,” Ekono Insentif, Vol. 13, No. 1, Pp. 41–55, 2019, Doi: 10.36787/Jei.V13i1.86.

A. Aptaguna And E. Pitaloka, “Pengaruh Kualitas Layanan Dan Harga Terhadap Minat Beli Jasa Go-Jek,”

Widyakala J., Vol. 3, No. 2012, P. 49, 2016, Doi: 10.36262/Widyakala.V3i0.24.

Asnawati, M. Nadir, W. Wardhani, And M. Setini, “The Effects Of Perceived Ease Of Use, Electronic Word Of Mouth And Content Marketing On Purchase Decision,” Int. J. Data Netw. Sci., Vol. 6, No. 1, Pp. 81–90, 2022, Doi: 10.5267/J.Ijdns.2021.10.001.

Rohman Dan Muhammad, “Pengaruh Gaya Hidup Dan E-Wom Terhadap Keputusan Pembelian Sepeda Di Magelang Selama Pandemi Covid-19,” Borobudur Manag. Rev., Vol. 2, No. 2, Pp. 198–216, 2022, Doi: 10.31603/Bmar.V2i2.6933.

Ditamei Dan Stefani, “Research Gap, Jenis Dan Cara Menemukannya,” Detikfinance, 2022.

A. Firnansyah, “Pemasaran Produk Dan Merk ( Planning Dan Strategy),” In Penerbit Qiara Media, 2019, P. 329.

A. Firmansyah, Pemasaran Produk Dan Merk (Planning & Strategy). Cv. Qiara Media, 2008.

M. F. R. Nst And H. Yasin, “Pengaruh Promosi Dan Harga Terhadap Minat Beli Perumahan Obama Pt. Nailah Adi Kurnia Sei Mencirim Medan,” J. Manaj. Bisnis, Vol. 14, No. 02, P. 139, 2014.

Marisa Grace, Strategi Pemasaran, Konsep Teori Dan Implementasi. Pascal Book Banten, 2021.

I. N. W. Wangsa, “Promosi Penjualan Untuk Membangun Electronic Word Of Mouth,” In Penerbit Lakeisha, 2022, P. 76.

Donni Juni Priansa, Komunikasi Pemasaran Terpadu Pada Era Digital. Cv. Pustaka Setia, 2021.

I. D. Oktafiyanti And Supardi, “The Role Of Product Quality , Service Quality , And Price On Purchasing Decisions Of Fried Rice 69 In Sidoarjo Peran Kualitas Produk , Kualitas Pelayanan , Dan Harga,” Pp. 1– 10.

N. Qurratu’aini, S. Nursanti, And O. O. Oxcygentri, “Pengaruh Choi Siwon Pada Iklan Mie Sedaap Korean Terhadap Keputusan Pembelian Oleh Generasi Z,” J. Komun., Vol. 5, No. 1, Pp. 31–41, 2021, Doi: 10.31334/Lugas.V5i1.1555.

Sugiyono, Metode Penelitian Kuantitatif Kualitatif Dan R&D, Edisi Ke-2. Cv. Alfabeta, 2018.

C. Maria Dimova And P. M. R. Stirk, “Pengaruh E-Wom, Harga dan Citra merk Terhadap Keputusan Pembelian di Bukalapak,” Pp. 9–25, 2019.

F. R. Nafisah And R. Murniningsih, “Pengaruh E-Wom Dan Brand Image Terhadap Keputusan Pembelian Dengan Price Discount Sebagai Variabel Moderasi (Studi Empiris Pada Konsumen Shopee Di Kota Magelang),” J. Untidar, No. September, Pp. 301–309, 2021.

P. Kolter And Kevin Lane Keller, Manajemen Pemasaran. Jakarta, Pt Indeks, 2007.

D. Garson, Partial Least Squares Regional & Stuctural Equation Models. 2018. Doi: 10.1201/B16017-6.

Duryadi, Metode Penelitian Empiris Model Path Analysis Dan Analisis Menggunakan Smartpls. Pt Yayasan Prima, 2021.

R. S. Hamid And S. Anwar, Structural Equation Modeling, Vol. 13, No. 1. 2019.

F. R. Nafisah, “Pengaruh E-Wom Dan Brand Image Terhadap Sebagai Variabel Moderasi ( Studi Empiris Pada Konsumen Shopee Di Kota Magelang ),” No. September, Pp. 301–309, 2021.

M. N. Mulyadi, “Pengaruh Harga Terhadap Keputusan Pembelian Lapis Talas Kujang Bogor Untuk Keperluan Usaha Waralaba,” Vol. 10, No. 3, Pp. 511–518, 2022, Doi: 10.37641/Jimkes.V10i3.1539.

E. R. Yulindasar And K. Fikriyah, “Pengaruh E-Wom (Electronic Word Of Mouth) Terhadap Keputusan Pembelian Kosmetik Halal Di Shopee,” Vol. 3, No. 1, Pp. 55–69, 2022.

N. Sari, M. Saputra, And J. Husein, “Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Toko Online,” Vol. 03, No. 01, Pp. 96–106, 2017.

Posted

2023-10-19