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All Journal JURNAL MANAJEMEN MOTIVASI
Kadek Deni Darmayani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Influence of Brand Awareness, Brand Trust, and E-Wom on Purchase Decisions on Tokopedia E-Commerce Users in Singaraja Kadek Deni Darmayani; Trianasari, Trianasari; Suarmanayasa, I Nengah
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8792

Abstract

This study examines the effects of brand awareness, brand trust, and electronic word of mouth (e-WOM) on purchase decisions among Tokopedia users in Singaraja. Using a quantitative approach, data were collected through questionnaires from 96 respondents and analyzed using validity, reliability, multiple linear regression, t-test, F-test, and coefficient of determination. The results show that brand awareness, brand trust, and e-WOM each have a positive and significant effect on purchase decisions, both partially and simultaneously. The model explains 30.6% of purchase decisions. These findings imply that Tokopedia should strengthen brand recognition, consumer trust, and positive online reviews to improve purchasing decisions. Keywords: Brand Awareness; Brand Trust; E-WOM; Purchase Decision; Tokopedia; Consumer Behavior.
Co-Authors I Nengah Suarmanayasa Trianasari