Pengaruh Electronic Word of Mouth (E-WOM) dan Brand Image Terhadap Keputusan Pembelian pada Pengguna Tokopedia

Dhea Eka Vitaloka Khoirunnisa (Universitas Islam Negeri Walisongo Semarang)
Sintya Dini Wilanda (Universitas Islam Negeri Walisongo Semarang)
Shinta Nurliana (Universitas Islam Negeri Walisongo Semarang)
Khairani Zikrinawati (Universitas Islam Negeri Walisongo Semarang)
Zulfa Fahmy (Universitas Islam Negeri Walisongo Semarang)

Jurnal Mahasiswa Kreatif
Vol. 1 No. 2 (2023): Maret: Jurnal Mahasiswa Kreatif

This study aims to determine the effect of electronic word of mouth (E-WOM) and brand image on purchasing decisions among Tokopedia e-commerce users. This study uses a quantitative research design with data collection techniques in the form of purposive sampling. The subjects in the study totaled 174 respondents who were users of the e-commerce application Tokopedia who had made at least one purchase aged 17-60. The results showed that the electronic word of mouth (E-WOM) variable had a significant effect on purchasing decisions on Tokopedia e-commerce. This is evidenced by the results of the tests that have been carried out obtained t count of 3.126 > 1.973 t table. Brand image variable also has a significant influence on purchasing decisions. This is evidenced by the results of the tests that have been carried out obtained t count of 18.362 > 1.973 t table