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All Journal JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Journal of Secretary and Business Administration EQIEN - JURNAL EKONOMI DAN BISNIS JABE (Journal of Applied Business and Economic) INTEGRITAS : Jurnal Pengabdian Duconomics Sci-meet (Education & Economics Science Meet) Kelola: Jurnal Manajemen Pendidikan
Suarsa, Senny Handayani
Politeknik Pos Indonesia
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Journal : Journal of Secretary and Business Administration

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Pengaruh Elektronik Word of Mouth (E-WOM) and Brand Image Terhadap Keputusan Pembelian Konsumen Milenial di Bandung Pada era Pandemic Covid - 19 Asaretkha Adjane Annisawati; Senny Handayani Suarsa
Jurnal Sekretaris dan Administrasi Bisnis Vol 7 No 1 (2023): Jurnal Sekretaris dan Administrasi Bisnis
Publisher : Akademi Sekretari Manajemen Taruna Bakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31104/jsab.v7i1.247

Abstract

This study aims to determine the effect of electronic word of mouth and brand image to purchase decisions of millennial customer in Bandung during the Covid-19 pandemic with a case study: e-commerce Shopee. This type of research is descriptive and associative. The population in this study are millennial customers in Bandung who actively use Shopee e-commerce. The research sample was 100 respondents and data analysis using SMART PLS. The results of this study indicate that the E-wom (X1) and the Brand Image (X2) have a positive and significant effect on Shopee’s millennial customer purchase decisions in Bandung during the Covid-19 pandemic era as much as 96%.
Co-Authors Asaretkha Adjane Annisawati Bheben Oscar Dera Thorfiani Ferdinan Nainggolan Muhammad Meki Munawar Prety Diawati Suci Fika Widyana