Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal MANAJEMEN
Nailah Early Azzahra
Unknown Affiliation
Computer Science & IT Economics, Econometrics & Finance Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect of Brand Image and Brand Trust on Purchase Decisions with eWOM as a Moderating Variable Nailah Early Azzahra; Asep Supriadi; Hayati Nupus
MANAJEMEN Vol. 6 No. 1 (2026): Mei : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/hysq3h49

Abstract

This study aims to examine the influence of brand image and brand trust on purchase decisions, with electronic word of mouth (eWOM) serving as a moderating variable. The research employs a quantitative methodology with a descriptive approach. Data were collected through questionnaires and literature review. The population comprised Samsung smartphone users in Tangerang Regency, and a purposive sampling technique was applied to obtain a sample of 119 respondents. Structural Equation Modeling (SEM) was utilized for data analysis, employing the SmartPLS 4 software. The results indicate the following: (1) Brand image exerts a positive and significant influence on purchase decisions. (2) Brand trust exerts a positive and significant influence on purchase decisions. (3) eWOM has a positive and significant effect on purchase decisions. (4) eWOM was not found to moderate the relationship between brand image and brand trust on purchase decisions, either by strengthening or weakening that effect.
Co-Authors Asep Supriadi Hayati Nupus