Article Per Year (5 Year)
p-Index From 2020 - 2025
0.751
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Manajemen dan Bisnis (JIMB) International Journal of Global Accounting, Management, Education, and Entrepreneurship (IJGAME2) Journal of Management Studies and Development Jurnal Ekonomi Manajemen Dan Bisnis (JEMB)
Lestari, Elisa Jayanti
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences Other

Published : 4 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Journal of Management Studies and Development

 1 
The Influence of E-WOM, Brand Awareness, and Brand Image on Z-Generation Purchasing Decisions on Compass Sneakers in Indonesia Lestari, Elisa Jayanti
Journal of Management Studies and Development Vol. 3 No. 03 (2024): Journal of Management Studies and Development
Publisher : The Indonesian Institute of Science and Technology Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56741/jmsd.v3i03.630

Abstract

This study aims to determine the direct effect of Electronic word of mouth (E-WOM) brand awareness and brand image on purchasing decisions. One company that utilizes the development of the internet in terms of E-WOM is Compass Shoes. Compass shoes are increasingly recognized and trusted by the archipelago as a must-have fashion shoe. With its current status, not a few and even more people from various circles are interested in having these shoes. The data in this study were obtained from an online survey of 100 respondents.  In practice, this study uses accidental sampling techniques that will be applied to respondents via Google form using the type of SEM analysis used in this study, which is Partial Least Square or PLS-SEM.  The result of this study states that E-WOM has a significant positive effect on brand image and consumer purchasing decisions regarding Compass shoe products. Brand awareness has a significant positive effect on brand image and consumer purchasing decisions regarding Compass shoe products. Brand image has a significant positive effect on consumer purchasing decisions regarding Compass shoe products. Companies are important in utilizing E-WOM and building brand awareness and a strong brand image.
Co-Authors Syafi'ah Wijayanti, Farah Nur Wibisono, Dimas