Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi
Wella Novianti Novianti
Unknown Affiliation
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 
PERAN MEDIASI CITRA MEREK ANTARA ELECTRONIC WORD OF MOUTH (E-WOM) DAN MINAT BELI KONSUMEN PRODUK KOSMETIK DI TOKOPEDIA Wella Novianti Novianti; wan laura Hardilawati; Hichmaed Tachta Hinggo S
JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi Vol 5, No 2 (2022): JIMEK VOLUME 5 NO 2 2022 (DESEMBER)
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (794.293 KB) | DOI: 10.30737/jimek.v5i2.3731

Abstract

This study aims to determine and analyze the Mediating Role of Brand Image Between Electronic Word Of Mouth (E-Wom) and Consumer Purchase Interest of Cosmetic Products at Tokopedia. This research is a quantitative research with a research sampling method, namely the Nonprobability sampling method. The sample used is 100 who have made a purchase of cosmetics at Tokopedia. The results showed that e-wom had a positive and significant effect on buying interest. The brand image variable has a positive but not significant effect. The results of this study that e-wom has a significant and significant effect on brand image, while the mediation regression test concludes that e-wom mediates brand image on buying interest. These results mean that when consumers get positive information about a cosmetic product from other consumers who have used a product before on the internet. Consumers believe that they choose the right product, so that consumer interest in making purchases is getting bigger.
Co-Authors Hichmaed Tachta Hinggo S Wan laura Hardilawati