International Journal of Economics, Business and Accounting Research (IJEBAR)
Vol 4, No 4 (2020): IJEBAR, VOL. 4, ISSUE 04, DECEMBER 2020

STUDY OF ONLINE BUYING INTENTION STUDY OF “ ONLINE SHOPPING”

Yuliana, Rahmi (Unknown)
Hamdani, Muliawan (Unknown)

Article Info

Publish Date
18 Dec 2020

Abstract

This study is to determine how the influence of online brand image, service standard communication, word of mouth on Brand Commitment on Shopee's online shop site in Semarang City and the influence of Brand Commitment on Online Buying Intention. The sampling technique used in this study was a snowball using the Slovin formula as many as 100 people. The data collection method used was a questionnaire distributed online. In this study, online buying intention, service standard communication, word of mouth are significantly influenced by brand commitment. Brand commitment is the mediation of the influence of online brand image, service standard communication and word of mouth on online buying intentions. Keywords: online brand image, service standard communication, word of mouth, brand commitment

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Journal Info
International Journal of Economics, Business and Accounting Research (IJEBAR)
Website

Abbrev

IJEBAR

Publisher

STIE AAS Surakarta

Subject

Economics, Econometrics & Finance

Description

International Journal of Economics, Business, and Accounting Research (IJEBAR) is a peer-reviewed, open access international scientific journal dedicated for rapid publication of high-quality original research articles as well as review articles in all areas of Economics, Business and Accounting. ...