EKONOMIS : Journal of Economics and Business
Vol 10, No 1 (2026): Maret

Analisis Pengaruh Brand Awareness, Electronic Word of Mouth dan Integrated Marketing terhadap Keputusan Pembelian

Makrifat, Thiang (Unknown)
Hendrarini, Hamidah (Unknown)
Nurhadi, Eko (Unknown)

Article Info

Publish Date
02 Mar 2026

Abstract

This study aims to analyze the influence of brand awareness, e-WoM, and integrated marketing on purchasing decisions for Bonpay Rhanindi products on the Shopee marketplace. A quantitative approach using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method was used in this study. Primary data were collected through questionnaires distributed to 62 respondents using a purposive sampling technique. The results showed that simultaneously and partially there was an influence of brand awareness, e-WoM, and integrated marketing variables on purchasing decisions for Bonpay Rhanindi products on the Shopee marketplace.

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Journal Info
EKONOMIS : Journal of Economics and Business
Website

Abbrev

ojsekonomis

Publisher

Universitas Batanghari Jambi

Subject

Economics, Econometrics & Finance

Description

Ekonomis: Journal of Economics and Business diterbitkan oleh Lembaga Penelitian dan Pengabdian pada Masyarakat Universitas Batanghari Jambi, Jurnal ini mencakup bidang ilmu Ekonomi Manajemen, Ekonomi Pembangunan, Akuntansi dan Bisnis. Ekonomis: Journal of Economics and Business Jurnal ini ...