Jurnal Manajemen Bisnis dan Kewirausahaan
Vol. 4 No. 4 (2024): DECEMBER

The Influence of E-WOM And Brand Image On Consumer Purchase Decisions for Pixy Cosmetic Products

Nabila, Jihan (Unknown)
Wijaya, Rahmad (Unknown)
Dewayani, Eka Kadharpa Utama (Unknown)

Article Info

Publish Date
01 Dec 2024

Abstract

This research was conducted to determine and analyze the influence of e-WOM and brand image on purchasing decisions. This research uses quantitative methods. The data collection technique in this research uses a questionnaire. A sample of 120 was carried out using purposive sampling. Multiple linear regression analysis technique. The research results found that e-WOM has a positive and significant effect on purchasing decisions and brand image has a positive and significant effect on purchasing decisions. E-wom and brand image have a simultaneous influence on purchasing decisions.

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Journal Info
Jurnal Manajemen Bisnis dan Kewirausahaan
Website

Abbrev

jamanika

Publisher

Universitas Muhammadiyah Malang

Subject

Decision Sciences, Operations Research & Management

Description

Jamanika is open access journal that published both quantitative and qualitative research articles related to the fields of management and entrepreneurship. Subjects suitable for publication include the following fields: - Finance Management - Operation Management - Human Resource Management - ...