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All Journal Formosa Journal of Multidisciplinary Research (FJMR)
Aulya, Deta Riza
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Education Social Sciences

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The Influence of Electronic Word of Mouth (E-Wom) and Brand Image on Purchasing Decisions for Gaga Instant Noodles in Surabaya City Aulya, Deta Riza; Aminah, Siti
Formosa Journal of Multidisciplinary Research Vol. 3 No. 8 (2024): August 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v3i8.10407

Abstract

The aim of this research was to identify and analyze the effect of electronic word-of-mouth and brand image on purchasing decisions for Gaga instant noodles in Surabaya city. This research uses quantitative research methods. Data collection was carried out through distributing questionnaires and using aKLikert scale. Data analysis uses the Structural Equation Model (SEM) method via SmartPLS 3.0 software. The research results show that electronic Word-of-mouth and brand image were able to contribute well to consumer purchasing decisions for Gaga instant noodles in Surabaya city.
Co-Authors Siti Aminah