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All Journal MATAPPA: Jurnal Pengabdian Kepada Masyarakat Jurnal BISNIS & KEWIRAUSAHAAN Indonesian Journal of Cultural and Community Development Jurnal Indonesia Sosial Sains Paradoks : Jurnal Ilmu Ekonomi Jurnal Bisnis dan Kewirausahaan
Rosmina Hiola
Universitas Ichsan Gorontalo
Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Physics Social Sciences

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Journal : Jurnal Indonesia Sosial Sains

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Peran Brand Image Memoderasi Electronic Word of Mouth (E- Wom) Terhadap Keputusan Pembelian Online di Gorontalo Rosmina Hiola
Jurnal Indonesia Sosial Sains Vol. 3 No. 03 (2022): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (535.687 KB) | DOI: 10.59141/jiss.v3i03.562

Abstract

Advances in information technology and with the advent of online social networking sites, have changed the way consumers get information. This phenomenon has an impact on consumers, because the information is easily accessible and this greatly affects consumer decisions in making purchases. This study aims to examine the role of Brand Image in moderating Electronic Word of Mouth (e-WoM) on purchasing decisions. The research sample is a group of millennials who have Facebook, Shopee and Lazada accounts. The sampling technique used purposive sampling technique with a sample size of 100 respondents. The analysis tool uses regression and moderated regression analysis (MRA). The results showed that Electronic Word of Mouth (e-WoM) had a significant effect on purchasing decisions. Brand Image is able to moderate the influence of Electronic Word of Mouth (e-WoM) on purchasing decisions.
Co-Authors Melinda Ibrahim Muammar Zainuddin ST. HAISAH