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All Journal Journal of Fundamental Management (JFM)
Farley Dharmawan
Universitas Mercu Buana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Brand Image, Promotion dan Electronic Word of Mouth terhadap Intention to Buy Product Pada Aplikasi Belanja Online Farley Dharmawan; Erna Sofriana Imaningsih
Journal of Fundamental Management (JFM) Vol 1, No 1 (2021): MARET 2021
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jfm.v1i1.9910

Abstract

The research aims to identity the influence of Brand Image, Promotion and Electronic Word of Mouth on Shopee.co.id application users. The subjects in this study were consumer who used the Shopee.co.id application in buy product. The sample used in this study was 150 respondents. The sampling technique using a convenience sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS. The results of this study showed Brand Image has a significant positive effect on the Intention to Buy Product. Promotion have none significant effect on the Intention to Buy Product and Electronic Word of Mouth has a significant positive effect on the Intention to Buy Product.Keyword : Brand Image, Promotion, Electric Word of Mouth, Intention to Buy Product, Shopee.co.id application
Co-Authors Erna Sofriana Imaningsih