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Wildan Nasution
Universitas Muhammadiyah Sidoarjo
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The Influence of Brand Image, Experiential Marketing and Word Of Mouth on Purchase Decisions at E-Commerce Shopee in Sidoarjo Wildan Nasution; Dewi Komala Sari
Academia Open Vol 4 (2021): June
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (226.132 KB) | DOI: 10.21070/acopen.4.2021.2608

Abstract

This study aims to determine the effect of brand image, experiential marketing and word of mouth on purchasing decisions at Shopee e-commerce in Sidoarjo. The method used in this research is a quantitative approach method. Sampling in this study was carried out using a probability sampling method with the type of proportionate stratified random sampling with a total of 100 respondents who had purchased products through the Shopee e-commerce online shopping application in Sidoarjo. The data analysis technique used in this study uses multiple linear regression using the SPSS Statistics version 25 program. The results of this study prove that brand image affects purchasing decisions, experiential marketing affects purchasing decisions, word of mouth affects purchasing decisions.
Co-Authors Dewi Komala Sari