Work

The Influence of E-WOM And Brand Image On Consumer Purchase Decisions for Pixy Cosmetic Products

Year: 2024

Type: article

Abstract: This research was conducted to determine and analyze the influence of e-WOM and brand image on purchasing decisions. This research uses quantitative methods. The data collection technique in this research uses a questionnaire. A sample of 120 was carried out using purposive sampling. Multiple linear regression analysis technique. The research results found that e-WOM has a positive and significant effect on purchasing decisions and brand image has a positive and significant effect on purchasing decisions. E-wom and brand image have a simultaneous influence on purchasing decisions.

Source: Jamanika (Jurnal Manajemen Bisnis dan Kewirausahaan)

DOI: 10.22219/jamanika.v4i4.36982

Authors: Jihan Nabila, Rahmad Wijaya, Eka Kadharpa Utama Dewayani

Institution: Universitas Muhammadiyah Malang

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W7083335023

FWCI: 0.47

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Cited by: 1

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