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All Journal JURNAL ECONOMIA International Journal of Artificial Intelligence Research Jurnal Benefita : Ekonomi Pembangunan, Manajemen Bisnis Dan Akuntansi JURNAL EKONOMI SAKTI (JES) JURNAL ADMINISTRASI NUSANTARA (JAN) International Journal of Business, Law, and Education Bussman Journal : Indonesian Journal of Business and Management Al Dzahab Journal of Business Studies and Management Review Journal of Scientific Research, Education, and Technology Sanskara Ekonomi dan Kewirausahaan Qawwam TOFEDU: The Future of Education Journal Economics, Business, Management, & Accounting Journal Journal of Innovative and Creativity
Indra Budaya, Indra
STIE Sakti Alam Kerinci
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Social Sciences Other

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Journal : Qawwam

 1 
BRAND AMBASSADOR AND BRAND IMAGE ON PURCHASING DECISIONS WITH WOM AS AN INTERVENING VARIABLE IN ONLINE SHOP SHOPEE ON COLLEGE STUDENTS IN KERINCI DISTRICT AND SUNGAI PENUH CITY: INDRA BUDAYA Budaya, Indra
Qawwam : The Leader's Writing Vol. 5 No. 2 (2024): December
Publisher : Fakultas Ushuluddin Adab dan Dakwah Insitut Agama Islam Negeri Kerinci

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32939/qawwam.v5i2.387

Abstract

The aim of this research based on the problems above is to find out whether brand ambassadors and brand image have a positive and significant influence on e-WOM in decisions. The object of this research is all students in Sungai Banyak City and Kerinci Regency with a total of 50 respondents. The results of this research are that Brand Ambassadors have a direct influence on purchasing decisions as evidenced by the results of (0.001 < 0.05) and the calculated t value < t table (3.733 > 2.01063), Brand Image does not have a direct influence on purchasing decisions as evidenced by the results of 0.892 > 0.05 and t count < t table (0.137 < 2.01063), Brand Ambassador has no influence on WOM (Word Of Mouth) as evidenced by the results of 0.862 > 0.05 and t count < t table (0.345 < 2.01063), Brand Image has no influence on WOM (Word Of Mouth) as evidenced by the results 0.732> 0.05 and t count < t table (0.345 < 2.01063), WOM (Word of Mouth) has no influence on purchasing decisions as evidenced by the results of 0.140> 0.05 and t count < t table (1.503 < 2.01063).
Co-Authors Afdhal Chatra Perdana Anggil Nopra Lova Bustami, Edwin Chrisinta, Debora Desi, Dona Elvia Dona Elvia Desi EDWIN BUSTAMI Efrianto Efrianto, Efrianto Fatmasari, Dewi Kayanti Gampo Haryono Hargiani, Fransisca Xaveria Intan Sherlin Josua Sahala Judijanto, Loso Lestari, Anggia Ayu Liantifa, Melifia LilisSurya, Tiara Lova, Anggil Nopra Lova, Anggil Novra Masrida Zasriati, Masrida Melifia Liantifa Nurul Ahdiani Perdana, Afdal Chatra Regen, Ronal Saprudin Saprudin, Saprudin Tulus Martua Sihombing Vivi Herlina Yanita, Poni Yusnita, Ida Zela Sri Mayola