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Nazura, Azatul
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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e-WOM Appeal and Brand Image: Shopee’s Strategy to Encourage Purchase Decision and Customer Satisfaction Nazura, Azatul; Welsa, Henny; Setiawan, Budi
Jurnal Samudra Ekonomi dan Bisnis Vol 17 No 1 (2026): JSEB
Publisher : Fakultas Ekonomi dan Bisnis Universitas Samudra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33059/jseb.v17i1.11177

Abstract

The era of online buying and selling is increasingly growing and impacting the development of the e-commerce industry in Indonesia. This study was conducted to analyze the appeal of e-WOM and brand image in relation to Shopee's strategy to encourage purchasing decisions and customer satisfaction. This quantitative study selected 135 respondents as a criteria-based sample, namely consumers who have used the Shopee application. Data were analyzed using multiple linear regression methods, as well as partial and simultaneous hypothesis testing. Empirical findings indicate that e-WOM, brand image, and purchasing decisions have a positive and significant influence on consumer satisfaction. Furthermore, e-WOM and brand image have a positive and significant influence on purchasing decisions.
Co-Authors Budi Setiawan Henny Welsa