The Influence of E-WOM And Brand Image On Consumer Purchase Decisions for Pixy Cosmetic Products
DOI:
https://doi.org/10.22219/jamanika.v4i4.36982Keywords:
eWOM, Brand Image, Purchasing DecisionAbstract
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.
Downloads
References
Afiah, N. N. (2019). The Influence of Product Knowledge, Celebrity Endorser and Electronic Talking on Purchasing Decisions with Price Discounts as a Moderating Variable among Wardah Cosmetics Consumers in Magelang. Journal of Undergraduate Administration at Muhammadiyah University of Magelang.
Ahmad, T, U. N. R., Abu Hassan, L. F., Othman, A. K., & Razak, N. A. (2020). Electronic Word-of-Mouth (E-WOM), Brand Image and Consumer Purchase Intention on Healthcare Products. Journal of Accounting Research, Organization and Economics, 3(1), 73–83. https://doi.org/10.24815/jaroe.v3i1.16823
Akbar, S. S., Violinda, Q., Setiawati, I., & Rizwan, M. (2021). The Influence of Product Quality, Product Design, Brand Image on Realme Smartphone Purchase Decisions. Journal of Digital Marketing and Halal Industry, 3(2), 121-132.
Alexander, L. Biel (1992). “Converting Image into Equity” Journal of Advertising. Research. Chapter 5. California.
Alma, Buchari. 2000. Marketing Management and Services Marketing. Revised Edition. Fourth Printing. Alphabeta Publishers. Bandung.
Apriani, S., & Bahrun, K. (2021). The Influence of Brand Image, Product Quality on Purchase Decisions for Maybelline Mascara Cosmetics. Journal of Human and Business Capital Management (JMMIB), 2(1), 14-25.
Arsyalan, G. (2019). The Impact of Electronic Word of Mouth on Shopee's Purchasing Decision in Bandung. e-Procediing of Management. 6(3)
Ayuniah, P. (2018). Analysis of the Influence of Brand Image, Product Quality, Advertising, and Price on Purchasing Decisions for Wardah Cosmetic Products (Case Study of Management Students at the Faculty of Economics, Gunadarma University Who Study at the Depok Campus). Scientific Journal of Business Economics, 22(3).
Ferrinadewi, E. 2008. M Brands and Consumer Psychology. Yogyakarta: Graha. Knowledge.
Finanda, I. R. (2017). The influence of word of mouth and brand image on the decision to use a beauty salon among Miloff Beauty Bar consumers. Widya Ekonomika E-Journal, 1(1), 177756.
Fitria, S E, 2016. Analysis of the Influence of Electronic Word of Mouth on the Purchasing Decision Process (Study on Go-Jek). Vol. 3, No. 1. Universitas Telkom: Bandung.
Ghozali, I. (2011). Multivariate Analysis Application with SPSS Program. Diponegoro University Publishing Agency.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-WOM: Word of Mouth Measurement Scale for E-Service Context, Journal of Administrative Sciences, Volume 27: 5-23.
Himmah, A. R., & Prihatini, A. E. (2021). The Influence of Brand Image and Electronic Word of Mouth (E-WOM) on Purchasing Decisions (Study of Pixy Consumers in Semarang City). Journal of Business Administration, 10(2), 1153–1161. https://doi.org/10.14710/jiab.2021.31359
Ismagilova, E. (2017) Electronic Word of Mouth (e-WOM) in the Marketing Context: A state of the Art Analysis and Future Directions. London: Springer
Isnaini, A. (2005). Marketing Models and Strategies. Mataram: MTP Press Mataram.
Istijanto. (2005). Practical Applications of Marketing Research. Jakarta: PT Gramedia Pustaka
Kamil, N. A. I., & Albert, A. (2020). The effect of e-WOM and brand image towards Sushi Masa consumer purchasing decision. Journal of Social Studies (JSS), 16(1), 19–34. https://doi.org/10.21831/jss.v16i1.31020
Kotler, Philip & Amstrong, Garry. 2012. Marketing Principles, volume 2, 8th edition. Jakarta: Erlangga.
Kotler, Philip & Kevin Lane Keller. 2009. Marketing Management. Edisi 13 Jilid 2. Jakarta: Erlangga.
Kotler, Philip & Kevin Lane Keller. (2016). Marketing Management 16th edition. New Jersey: Pearson.
Kotler, Philip. (2001). Marketing management, millenium edition. Prentice-Hall, Inc.
Kotler, Philip. 2010. Marketing Management. Eleventh edition. volume one. Jakarta: Indeks.
Liyono, A. (2022). The Influence of Brand Image, Electronic Word of Mouth (E-WOM) and Price on Purchase Decisions for Crystalline Gallon Drinking Water Products at Pt. Radiance of Eternal Love. Jurnal Ekonomi Manajemen Dan Bisnis, 3(1), 73–91. https://doi.org/10.32815/jubis.v3i1.1089
Lupiyoadi, R. 2013. Services Marketing Management. Edition 3. Salemba Empat. Jakarta.
Malhotra, N. 2004. Applied Approach Marketing Research. Jakarta: Gramedia.
Monavia, A.R & Annissa, M. 2021. Cosmetics Industry Grows 5.59 Percent, This is the Best-Selling Body Care Brand in August 2021.
Parasuraman, A, Valerie A Zeithaml, dan Leonard L Berry. 1988. 'A multiple item scale for measuring consumer perception on future research', Journal of marketing, 49.
Pradana, D., Hudayah, S. & Rahmawati. 2017. The Influence of Product Quality Price and Brand Image on Motorcycle Purchasing Decisions. Vol. 14, no. 1. Mulawarman University: Samarinda.
Prasetyo, B. P. W. (2020). word of mouth dan brand image terhadap keputusan pembelian online pada platform Shopee dimoderasi oleh price discount: Studi pada konsumen Shopee. http://etheses.uin-malang.ac.id/24601/
Ramadhani, B. (2015). The Influence of Electronic Word of Mouth (e-WOM) on Purchasing Decisions in Surabaya (Study of Zalora and BerryBenka Online Stores). STIE PERBANAS SURABAYA.
Nasib., Amelia, R., & Lestri, I. (2019). Marketing Basics. Yogyakarta: Cv Budi Utama.
Schiffman, Leon G dan Leslie L Kanuk. (1997). "Consumer Behavior”., Prentice Hall., New Jersey.
Silvia, M., Astuti, W., & Rahmayani, D. (2021). Investment Streaks in the Pandemic Vortex: Reading the Gaps in National Economic Recovery in the New Normal Era. Tidar University Faculty of Economics National Seminar, September, 25–32.
Singarimbun, Masridan Sofian Effendi (Editor). 2011. Survey Research Methods. Cet. IV; Jakarta: LP3ES.
Sudirjo, F., & Permana, M.N. (2023). The Influence of e-WOM, Promotion, and Brand Image on Purchase Decisions for MS Glow Beauty Products in West Java Province. West Science Journal of Business and Management, Vol. 2, no. 02.
Sugiyono. (2017). Educational Research Methods (Quantitative, Qualitative and R&D Approaches). Alphabet.
Sumarwan, 2012, Consumer Behavior Theory and Its Application in Marketing, Ghalia. Indonesia, Bogor.
Sutisna. (2002). Consumer Behavior and Marketing Communications. Bandung: PT. Rosdakarya Teenager.
Swastha, B. & Handoko. 2011. Marketing Management-Behavioral Analysis. Consumer.Yogyakarta: BPFE.
Tjiptono, F. (2014). Services Marketing (Principles, Applications, and Research). Yogyakarta: Andi.
Top Brand Awards. Top Brand Index. Diakses pada 12 Mei 2023 pada pukul 09.45, dari https://www.topbrand-award.com/top-brand-index/
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Jihan Nabila, Rahmad Wijaya, Eka Kadharpa Utama Dewayani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
