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All Journal Jurnal Agronomi Indonesia (Indonesian Journal of Agronomy) Jurnal Pengendalian Hayati Journal of Tropical Soils JTSL (Jurnal Tanah dan Sumberdaya Lahan) Pelita Perkebunan Journal of Degraded and Mining Lands Management AGRIVITA, Journal of Agricultural Science Journal TABARO Agriculture Science Jurnal Teknik Pertanian Lampung (Journal of Agricultural Engineering) Jurnal Agrotek Tropika Seminar Nasional Lahan Suboptimal Studi Kasus Inovasi Ekonomi Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Pengabdian Mandiri Business Innovation Management and Entrepreneurship Journal Jurnal Riset Multidisiplin Edukasi International Journal of Economics and Management Research
Eko Handayanto
Fakultas Pertanian, Universitas Brawijaya
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : International Journal of Economics and Management Research

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Study of the Relationship of e-WOM to Purchase Decision and Brand Image as A Mediation Variable Eko Handayanto; Iqbal Ramadhani Fuadiputra
International Journal of Economics and Management Research Vol. 3 No. 3 (2024): December : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v3i3.436

Abstract

This research aims to examine the influence of Electronic Word of Mouth (e-WOM) on Purchase Decisions, with Brand Image serving as a mediating variable, focusing on Torch Bag products in the Malang region. Utilizing a quantitative research approach, data were collected through structured questionnaires from 150 respondents and analyzed using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) method. The findings reveal that e-WOM significantly affects both Brand Image and Purchase Decisions. Moreover, Brand Image has a strong positive impact on Purchase Decisions and also acts as a partial mediator in the relationship between e-WOM and purchasing behavior. This indicates that positive online reviews and consumer interactions not only build trust and enhance a brand's image but also significantly influence the final purchasing decision. The study contributes to the growing literature on digital consumer behavior and highlights the importance of managing online presence and consumer-generated content. For marketers, the results suggest that investing in strategies to stimulate and manage e-WOM can enhance brand perception and drive sales. Maintaining a consistent and positive brand image through online platforms is crucial in today's competitive digital market landscape.
Co-Authors abdullah Taufiq Abdullah Taufiq Aditya Putri Utami Aditya, Rizal Bayu Ali Rahmat Ali Rahmat Amirul Izzul Haq Amrullah Fiqri Ananda, Nadia Putri Aniek Rumijati Ardik Praharjo Bambang Siswanto Bebi Ratnasari Bonauli Christianoyd Siahaan Cahyaningati, Nilam Chalimatuz Sa'diyah Cynthia Monica Sugiono Dayu kristianto Dewi Nurjannah Dewi Puspita Widiarini Didik SULISTYANTO Didik Sulistyanto Didik SULISTYANTO Didik Suprayogo Dwi Agustiyani Erlisa Karmila Dewi F Fahrunsyah Fatihah Baroroh Fien Zulfikarijah Gema Junyo Gusti Irya Ichriani Hany Handajani Helvi Yanfika Iqbal Ramadhani Fuadiputra Jihadi, Muhammad John Bako Baon Juliati, Ratih Kurniatun Hairiah Lestari, Novi Puji Lia Kurniawati Odar Serang Lia Nova Triadriani Luqman Dzul Hilmi Maulita, Elma Dea Moch. Dawam Maghfoer Muhammad Achiril Haq Naima Haruna Nisma Ula Shoumi Rahmawati Novi Rahmawati Sutopo Nur Diana Nur Laili Nur Laili Prasidya Perwitasari Purwanto . Rahayu Relawati Ramadhani, Winih Sekaringtyas Ratih Juliati Ratny Witanti Arista Retno Wilujeng Retno Wilujeng Ridesti Rindyastuti Riezka Setya Pratiwi Rifdah Aprianti Rony Irawanto Sari, Titis Ragilia Luxyta SATRIYAS ILYAS Sa’diyah, Chalimatuz Siska Nurfitriani Siska Nurfitriani Sonia Tambunan Sri Rahayu Utami Sugeng Winarso Suharjono SYEKHFANI . Syekhfani Syekhfani Syekhfani Syekhfani Sykehfani Sykehfani Tatik Wardiyati Umi Chasanah Ustiatik, Reni Wahyu Ningtyas Wani Hadi Utomo Yulia Nuraini Yulia Nuraini Yulist Rima Fiandari