Jurnal Ekonomi dan Bisnis Jagaditha
Vol. 9 No. 1 (2022): Jurnal Ekonomi & Bisnis JAGADITHA

The Effect of Brand Image on Online Purchase Decision with Mediation Word of Mouth on Fashion Products in Denpasar-Bali Province

I.A Pt. Santi Purnamawati (Magister Management, Universitas Warmadewa)
I Made Wianto Putra (Magister Management, Universitas Warmadewa)
Ni Made Wahyuni (Magister Management, Universitas Warmadewa)

Article Info

Publish Date
18 Mar 2022

Abstract

The purpose of this study was to develop and test the impact of brand image on online buying decisions through reviews of fashion products in Bali, Indonesia. This study uses a questionnaire method that is systematically conducted based on the purpose of the study. The number of respondents was 100 respondents. This study uses the Likert scale to measure variables when testing validity and reliability variables. This study was analysed by a PLS-based SEM. The results of this study show that (1) brand image has a great influence on electronic word-of-mouth, (2) brand image has a big influence on online purchase decisions, and (3) word-of-mouth has a big influence. Communicate your brand image and online purchase decision with online purchase decision and (4) word of mouth.

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Journal Info
Jurnal Ekonomi dan Bisnis Jagaditha
Website

Abbrev

jagaditha

Publisher

Universitas Warmadewa

Subject

Economics, Econometrics & Finance

Description

JAGADITHA: Jurnal Ekonomi & Bisnis P-ISSN: 2355-4150, E-ISSN: 2579-8162 is a journal of economic and bussiness published by Management Deparment, Postgraduated Program, Warmadewa University, provides a forum for publishing research articles or review articles. This journal has been distributed by ...