JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

Influence of Brand Awareness, Brand Trust, and E-Wom on Purchase Decisions on Tokopedia E-Commerce Users in Singaraja

Kadek Deni Darmayani (Unknown)
Trianasari, Trianasari (Unknown)
Suarmanayasa, I Nengah (Unknown)

Article Info

Publish Date
13 Mar 2026

Abstract

This study examines the effects of brand awareness, brand trust, and electronic word of mouth (e-WOM) on purchase decisions among Tokopedia users in Singaraja. Using a quantitative approach, data were collected through questionnaires from 96 respondents and analyzed using validity, reliability, multiple linear regression, t-test, F-test, and coefficient of determination. The results show that brand awareness, brand trust, and e-WOM each have a positive and significant effect on purchase decisions, both partially and simultaneously. The model explains 30.6% of purchase decisions. These findings imply that Tokopedia should strengthen brand recognition, consumer trust, and positive online reviews to improve purchasing decisions. Keywords: Brand Awareness; Brand Trust; E-WOM; Purchase Decision; Tokopedia; Consumer Behavior.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...