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All Journal International Journal of Business and Applied Economics (IJBAE)
Aziz, Geovanni Al
Unknown Affiliation
Decision Sciences, Operations Research & Management

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The Effect of Product Quality, Brand Image, E-Word of Mouth, Free Shipping Promo, and Online Customer Rating on Purchasing Decisions for Nocturn.Co Online Products Aziz, Geovanni Al; Astuti, Herni Justiana; Haryanto, Totok; Bagis, Fatmah
International Journal of Business and Applied Economics Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijbae.v4i1.13466

Abstract

This research had the aim to find out about the effect of product quality, brand image, e-word of mouth, free shipping promo, as well as online customer rating on purchasing decisions. Structural Equation Modeling (SEM) was implemented as the technique for data analysis, with the use of SmartPLS version 4.0 software. The population consists of Nocturn.co customers who have made a purchase. Roscoe method was used as the sampling technique, which resulted in a total of 103 respondents. The findings revealed that brand image, free shipping promo, as well as online customer rating positively and significantly affect purchasing decisions, whereas product quality and electronic word of mouth do not affect purchasing decisions.
Co-Authors Bagis, Fatmah Haryanto, Totok Herni Justiana Astuti