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Dody Pratama Marumpe
Faculty Of Economics And Business, Universitas Tanjungpura
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The influence of E-WOM and brand image on purchase decision of the originote Adinda, Gadis Tri; Purmono, Bintoro Bagus; Afifah, Nur; Barkah, Barkah; Marumpe, Dody Pratama
Jurnal Ekonomi Vol. 13 No. 01 (2024): Jurnal Ekonomi, Edition January - March 2024
Publisher : SEAN Institute

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Abstract

This study explores the increasing popularity of social media, particularly the TikTok platform, in influencing changes in online shopping behavior. The primary focus is to examine the impact of Electronic Word of Mouth (E-WOM) and brand image on purchase decisions, with consumer trust as a mediating variable. The research design adopts a quantitative approach with a descriptive method. Data is collected through surveys, targeting all TikTok app users who have made purchases of The Originote skincare products, totaling 223 respondents. Non-probability sampling, specifically purposive sampling, is employed. Data is analyzed using Structural Equation Modeling (SEM) and the statistical tool AMOS. This method strengthens hypotheses, tests and evaluates relationships between the independent factors of E-WOM and brand image, the dependent variable of purchase decisions, and the mediating role of consumer trust. The aim of this research is to provide insights into the influence of E-WOM and brand image on purchase decisions, with consumer trust serving as the mediator. The findings are expected to contribute to a better understanding of online shopping in the era of social media, particularly on the TikTok platform.
Co-Authors Adelia, Steven Adinda, Gadis Tri Afrida dewinta Ahmad Fathoni Ahmad Shalahuddin, Ahmad Albert Lianto Aldy, Aldy Angelina, Deva Anwar Azazi Aprija, Een Arman Jaya Asari, Rika Asy Syifa, Alifiya Adhiya Augustine, Intanie Balqis, Nawal Barkah Barkah Barkah, Barkah Benidikto, Markus Iman Bintoro Bagus Purmono Damayanti, Nurlia Eka Daud, Ilzar Efa Irdhayanti Erna Listiana Erna Listiana Fachry Abda El Rahman Fajar, Alfan Fitonia, Blessita Putri Hasanudin Hasanudin Hasanudin Helma Malini, Helma Henbuluh, Genos Moretto Ikram Yakin Ilzar Daud Irdhayanti, Efa Istikarani, Miranda Ivana, Priska Riafinola Izza Haniyah Karsim, Karsim KURNIA KURNIA, KURNIA M. Irfani Hendri Manurung, Jesaya Herlangga Mazayatul Mufrihah B11212091 Melvina, Via Mualis, Rizky Septian Muhammad Afif Muhammad Rinaldi Nabila, Amaninda Jihan Nur Afifah Pangestu, Victor Kurniawan Purmono, Bintoro Bagus Putra, Mahesa Ekha Putra, Reinaldo Dede Rahmaniar, Desi Raihantama, Octa Ramadania Ramadhani, Hanif Fariz Rika, Septiani Syari, Nadia Ukti Titik Rosnani Visto, Yohanes Welim Hansen Wisnu Prasetyo