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All Journal Jurnal Bina Bangsa Ekonomika
Fitri Annisa Zanova
Universitas Negeri Padang
Economics, Econometrics & Finance

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PENGARUH BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP CUSTOMER SATISFACTION PADA PRODUK KOSMETIK SOMETHINC Fitri Annisa Zanova; Annur Fitri Hayati
Jurnal Bina Bangsa Ekonomika Vol. 17 No. 2 (2024): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jbbe.v17i2.599

Abstract

This study aims to obtain an overview of the influence of brand image and electronic word of mouth (e-wom) simultaneously on consumer satisfaction in several products. This study uses a type of quantitative research with a type of causal research. The population of this study is Padang State University students who use several products and samples of 97 respondents using a non-probability sampling technique of purposive sampling. The results of the research on the Influence of Brand Image and Electronic Word of Mouth (E-Wom) on Customer Satisfaction of Sometinc Cosmetic Products. In Sometinc Products, 1) The Brand Image of Sometinc cosmetic products is considered more positive and good by Padang State University students. 2) E-Wom Sometinc cosmetic products have a great influence on the purchase of products by students of Padang State University. 3) Consumer satisfaction with Sometinc cosmetic products, especially Padang State University students, is quite good
Co-Authors Annur Fitri Hayati