Jurnal Ilmu Manajemen (JIM)
Vol 9, No 2 (2021)

Website Quality, Brand Image, dan E-WOM serta Pengaruhnya terhadap Online Purchase Intention Studi Pengunjung Website Berrybenka

Indana, Lutfi (Unknown)
Andjarwati, Anik Lestari (Unknown)

Article Info

Publish Date
30 Jun 2021


The high purchasing power of the people for fashion products is an opportunity for the company to create new business strategies to compete. One of the fashion brands in Indonesia is Berrybenka, which offers a variety of the latest and high-quality fashion needs. However, in consumer purchases made online through websites, there are still negative reviews about Berrybenka. This study aims to analyze the effect of website quality, brand image, and e-WOM on online purchase intentions. This study is focused on Berrybenka websites visitors as a sample with a nonprobability sampling technique. The questionnaire was taken to 200 respondents using a Likert scale. The data analysis technique used multiple linear regression. The results showed that website quality, the brand image had an influence on online purchase intentions and e-WOM had no effect on online purchase intentions.

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Journal Info





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


Jurnal Ilmu Manajemen (JIM) bertujuan menyebarluaskan hasil penelitian dari pemikiran bidang Manajemen (Sumber Daya Manusia, Keuangan, dan Pemasaran) kepada para akademisi, praktisi, dan mahasiswa. Jurnal Ilmu Manajemen (JIM) mencakup studi ilmu manajemen yang terdiri dari: 1. Manajemen Pemasaran; ...