The Effect of Online Promotion and E-WOM on Purchase Decisions of Tokopedia Consumers in Denpasar City: The Mediating Role of Brand Image

Nicholas Gregory Wendy
I Wayan Santika

International Journal of Management Research and Economics
Vol. 3 No. 2 (2025): May : International Journal of Management Research and Economics

This study aims to determine the influence of Online Promotion and Electronic Word of Mouth (E-WOM) on Consumer Purchase Decisions, with Brand Image as a mediating variable. The research was conducted in Denpasar City using a questionnaire for data collection. The population of the study consists of consumers who have previously used or shopped on Tokopedia, with a sample size of 100 respondents. The data analysis techniques used include Descriptive Statistical Analysis and Inferential Statistics (Path Analysis, Classical Assumption Test, Sobel Test, and VAF Test). The results show that Online Promotion has a positive and significant effect on Purchase Decisions, E-WOM has a positive and significant effect on Purchase Decisions, and Brand Image has a positive and significant effect on Purchase Decisions. Additionally, Brand Image positively and significantly mediates the effect of Online Promotion and E-WOM on Purchase Decisions.