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All Journal Jurnal Manajemen Atma Jaya Agrokreatif Jurnal Ilmiah Pengabdian kepada Masyarakat The Asian Journal of Technology Management (AJTM) Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal Pariwisata J-IKA : Jurnal Ilmu Komunikasi Fakultas Ilmu Komunikasi Universitas BSI Bandung Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia International Journal of Applied Sciences in Tourism and Events Journal of Secretary and Business Administration JURNAL SYARIKAH : JURNAL EKONOMI ISLAM Journal of Humanities and Social Studies Jurnal Muara Ilmu Ekonomi dan Bisnis ACADEMICS IN ACTION Journal of Community Empowerment Altasia : Jurnal Pariwisata Indonesia FIRM: Journal of Management Studies Journal of Industrial Engineering Agro Bali: Agricultural Journal International Journal of Business Studies Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang International Journal of Industrial Optimization (IJIO) Jurnal Manajemen Indonesian Marketing Journal Rudence: Rural Development for Economic Resilience IDEAS: Journal of Management & Technology IJFBP International Journal of Family Business Practices Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF) International Journal of Applied Business and International Management Journal of the Community Development in Asia Asia Pacific Journal of Management and Education Jurnal Kewirausahaan, Akuntansi, dan Manajemen TRI BISNIS Jurnal Manajemen dan Pemasaran Jasa Proceeding National Conference Business, Management, and Accounting (NCBMA) Seminar Ilmiah Nasional Teknologi, Sains, dan Sosial Humaniora (SINTESA)
Filda Rahmiati
President University
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : IDEAS: Journal of Management

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The role of brand image and brand trust in mediating the influence of e-WOM on purchase decision (case of video-on-demand Netflix) Natasya Stefanny; Filda Rahmiati; Mastura Roni
IDEAS: Journal of Management & Technology Vol 2, No 1 (2022)
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/ideas.v2i1.3696

Abstract

It is now evident that technology is progressing at a rapid rate around the globe. Due to the significance of technology, our lives have become entirely digital. Streaming has gained popularity owing to its accessibility, as opposed to viewing television or movies on a huge screen. This presents an opportunity for SVoD services to compete, beginning with practical issues such as the amount of money that must be spent and shifting lifestyle habits. Subscription Video on Demand, or SVoD, is a service that allows anyone to view as many television programs as they choose for a monthly fee. E-WOM is the independent variable, purchase decision is the dependent variable, and brand image and brand trust are the mediating factors. This research distributes questionnaires using a quantitative approach, non-probability sampling, and the snowball sampling method, and is processed with SmartPLS 3.3.7. (Partial Least Square-Structural Equation Model). The total number of Indonesian participants in this study is 148. The findings indicates that E-WOM has a major impact on buying choice, brand trust, and brand image. Additionally, brand image and brand trust have a substantial impact on purchasing decisions. Consequently, E-WOM has a substantial impact on purchasing decisions mediated through brand trust and brand image.
Co-Authors Adam Raihan Rianthomy Afner Khrisna Hidayat Ahmad Nur Dani Ajeng Sekar Utami Amin, Grace Andianto, Jonathan Andrean Winata Azzah Al-afnan Wagino B.M.A.S. Anaconda Bangkara Bayu Mangkurat Chairy Chairy Chong Mi An Dedi Rianto Rahadi Dhiyaa Alyaa Chani Wudd Dwi Larso Dwi Larso Dwi Larso Elda Octaffiana Emilius German Fadillah Anugrah Pertiwi Fajarsari, Anita Rizki Felix Goenadhi Filson Maratur Sidjabat Genoveva, Genoveva Hanif Adinugroho Widyanto Irfan Rafie Jonathan Andianto Lubis, Muhammad Faikar Thaufan M. Hanggara Abirawa M. Noor Hanafie Zain Mastura Roni Matnur Syuryadi Meiske Aulia Usman Natasya Stefanny Naufal Armanditya Norfaridatul Akmaliah Othman Norfaridatul Othman Othman, Norfaridatul Othman, Norfaridatul Akmaliah Purwanto Purwanto Purwanto Purwanto Purwanto Purwanto Putri Permata Sari Rendika Nugraha Ridha Suci Anzani Rika Misnawati Roszi Naszariah Nasni Naseri Simatupang, Togar Sunanti, Meilisa Audina Putri Sutisna, Nanang Ali Syafei, M. Yani Tahnia C. Heidra Tasya Zahwa Prayoga Togar Simatupang Togar Simatupang Utami, Dwi Puspita Sari Vincent Bonavisi Yunita Ismail, Yunita Yustina, Andi Ina