Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal JAMBIS : Jurnal Administrasi Bisnis
Anissa Sabilla
Institut Ilmu Sosial dan Manajemen STIAMI
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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

Found 1 Documents
Search

 1 
Pengaruh Electronik Word Of Mouth Dan Brand Image Terhadap Keputusan Pembelian Moisturizer Bioaqua Pada Platfrom Shopee Di Jakarta Utara Anissa Sabilla; Sukirno
JAMBIS : Jurnal Administrasi Bisnis Vol. 5 No. 4: Agustus 2025
Publisher : JAMBIS : Jurnal Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This research is motivated by the high number of internet users in Indonesia, encouraging theskincare company Bioaqua to conduct its beauty business online to increase purchase decisions. Inearly 2024, Bioaqua planned a new strategy to stay competitive by increasing positive reviews on theShopee e-commerce platform and strengthening its brand image. However, Bioaqua's sales havenot yet met the expected target and still lag behind competitors. This study aims to analyze theinfluence of Electronic Word of Mouth (e-WOM) and Brand Image on purchase decisions. Theresearch uses a quantitative method with a questionnaire as the data collection tool, involving 133respondents. The results show that (1) Electronic Word of Mouth (e-WOM) has a significant influenceon purchase decisions, and (2) Brand Image also has a significant influence on purchase decisions,with a contribution value of 68.7%.Keywords: Electronic Word of Mouth, Brand Image, Purchase Decision
Co-Authors Sukirno