The Effect of The Electronic Word of Mouth on Purchase Decision with Image as Intervening Variable
DOI:
https://doi.org/10.22219/jamanika.v2i03.22085Keywords:
Electronic Word of Mouth, Brand Image, Purchase DecisionAbstract
This study aims to determine and analyze the effect of electronic word of mouth on purchase decisions with the brand image as an intervening variable on customers of Scarlett whitening in Shopee. The population in this study was Scarlett consumers who made purchases on the Shopee application. 100 respondents were selected by a purposive sampling method. The data analysis technique in this study uses a scale range and path analysis. The process of data analysis was performed with SPSS 26.0. The result showed that electronic word of mouth had a positive and significant effect on the purchase decision of Scarlett whitening in Shopee. Electronic word of mouth had a positive and significant effect on the brand image of Scarlett whitening. The brand image had a positive and significant effect on the purchase decision of Scarlett whitening in Shopee.
Downloads
References
Association of Indonesian Internet Service Providers. (2020). APJII Internet User Survey Report 2019-Q2 2020. In the Association of Indonesian Internet Service Providers (Vol. 74, pp. 1–10).
Fatmawati, N., & Soliha, E. (2017). Product Quality, Brand Image and Price Perception on the Consumer Purchase Decision Process for Matic Motorcycles "Honda." Journal of Theoretical And Applied Management, 10(1), 1.https://doi.org/10.20473/jmtt.v10i1.5134
Hennig-Thurau, T., Gwinner, KP, Walsh, G., & Gremler, DD (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.https://doi.org/10.1002/dir.10073
Iprice.co.id (2021, 10 February) “10 E-commerce with the Largest Visitors in the Fourth Quarter of 2020”https://databoks.katadata.co.id/datapublish/2021/02/11/10-e-commerce-with-pengunjung-terbesar-pada-quartal-iv-2020, accessed on November 7, 2021
Kotler, Philip and Kevin Lane Keller (2016). Marketing Management, 15th Edition, Pearson Education, Inc.
Kolter, Philip. Gary Armstrong. (2012). Marketing Principles. Jakarta: Erlangga.
Low, G., & Lamb, CW (2000). The measurement and dimensionality of brand associations. In Journal of Product & Brand Management (Vol. 9, Issue 6), 350-370.
Schiffman and Kanuk, (2007). "Consumer behavior". Second Edition. Jakarta : PT. Gramedia Index.
Shopee.co.id (2022) "Sales of Scarlett whitening at Shopee"https://shopee.co.id/scarlettofficialshop, accessed on March 25, 2022
Statistics, BP (2021). Results of the 2020 Population Census. In Bps.Go.Id (Issue 27, pp. 1–52). https://papua.bps.go.id/pressrelease/2018/05/07/336/index-development-human-provinsi-papua-tahun-2017.html
Sugiyono. (2019). Quantitative, Qualitative and R&D Research Methods. In CV Alfabeta, Bandung.
Suryani, Suprihartini, L., & Akhirman. (2021). Electronic Word Of Mouth, Product Quality on Purchase Decisions for HPAI Herbal Products with Brand Image as an Intervening Variable (In Customers of HPAI Herbal Products in Tanjung Pinang City). Student Online Journal (SOJ), 4(1), 448–46
