Adpebi Science Series
Vol. 2 No. 1 (2024): 3rd AICMEST 2024

The Measurement Tool for Analyzing the Influence of e-WOM and Brand Image on Purchase Decision at Make Over Brands

Syarifudin, Nazwa (Unknown)
Indrawati, Indrawati (Unknown)

Article Info

Publish Date
29 Aug 2024

Abstract

In March 2023, 42% of 1,050 respondents in Indonesia selected cosmetic and body care products as their most sought-after category, making it the third most popular for online purchases. This study aims to develop a measurement tool to analyze the influence of Electronic Word of Mouth (e-WOM) and brand image on purchase decisions, focusing on Halal brands. Using Smart PLS for structural equation modeling, a purposive sampling method targeted 30 respondents who purchased Make Over products. The pilot test confirmed the tool's validity and reliability, comprising 7 variables and 34 items, making it suitable for further research.

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Journal Info
Adpebi Science Series
Website

Abbrev

AICMEST

Publisher

Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Subject

Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Economics, Econometrics & Finance Environmental Science

Description

Adpebi Science Series is a scientific media as a forum for publication of research results, literature reviews, and/or ideas from various disciplines. This Proceeding is a joint publication forum for Humanities and Social Sciences, as well as Science and Technology which aims to develop human ...