DOI of the published article https://doi.org/10.37641/jimkes.v13i2.3123
The Influence of Brand Image, E-WOM, and Customer Rating on Purchase Decisions on Shopee E-Commerce
Pengaruh Citra Merek, E-WOM, dan Customer Rating Terhadap Keputusan Pembelian di E-Commerce Shopee
DOI:
https://doi.org/10.21070/ups.7670Keywords:
Brand Image, E-WOM, Customer Rating, Purchasing DecisionAbstract
The purpose of this study is to determine the influence of brand image, e-wom, and customer rating on purchase decisions on Shopee e-commerce. The research method used is quantitative as the research method. The sampling technique uses non-probability sampling using axial sampling. Using a sample variable of 96 respondents. The data collection technique uses the distribution of questionnaires through google forms. Based on the analysis of the results of this study, Brand Image has a positive and significant influence on purchase decisions in online-based shopping through Shopee e-commerce. Furthermore, the product E-WOM variable has a positive and significant influence on purchase decisions in online-based shopping through Shopee e-commerce. And the results of the Product Customer Rating variable have a positive and significant influence on purchase decisions through Shopee e-commerce.
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