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All Journal EKONOMIS : Journal of Economics and Business
Makrifat, Thiang
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Economics, Econometrics & Finance

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Analisis Pengaruh Brand Awareness, Electronic Word of Mouth dan Integrated Marketing terhadap Keputusan Pembelian Makrifat, Thiang; Hendrarini, Hamidah; Nurhadi, Eko
Ekonomis: Journal of Economics and Business Vol 10, No 1 (2026): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i1.2262

Abstract

This study aims to analyze the influence of brand awareness, e-WoM, and integrated marketing on purchasing decisions for Bonpay Rhanindi products on the Shopee marketplace. A quantitative approach using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method was used in this study. Primary data were collected through questionnaires distributed to 62 respondents using a purposive sampling technique. The results showed that simultaneously and partially there was an influence of brand awareness, e-WoM, and integrated marketing variables on purchasing decisions for Bonpay Rhanindi products on the Shopee marketplace.
Co-Authors Eko Nurhadi Hamidah Hendrarini