Jurnal Indonesia Sosial Sains
Vol. 3 No. 03 (2022): Jurnal Indonesia Sosial Sains

Peran Brand Image Memoderasi Electronic Word of Mouth (E- Wom) Terhadap Keputusan Pembelian Online di Gorontalo

Rosmina Hiola (Universitas Ichsan Gorontalo)

Article Info

Publish Date
21 Mar 2022

Abstract

Advances in information technology and with the advent of online social networking sites, have changed the way consumers get information. This phenomenon has an impact on consumers, because the information is easily accessible and this greatly affects consumer decisions in making purchases. This study aims to examine the role of Brand Image in moderating Electronic Word of Mouth (e-WoM) on purchasing decisions. The research sample is a group of millennials who have Facebook, Shopee and Lazada accounts. The sampling technique used purposive sampling technique with a sample size of 100 respondents. The analysis tool uses regression and moderated regression analysis (MRA). The results showed that Electronic Word of Mouth (e-WoM) had a significant effect on purchasing decisions. Brand Image is able to moderate the influence of Electronic Word of Mouth (e-WoM) on purchasing decisions.

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Journal Info
Jurnal Indonesia Sosial Sains
Website

Abbrev

jiss

Publisher

CV. Publikasi Indonesia

Subject

Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Energy Environmental Science Immunology & microbiology Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Physics Social Sciences

Description

The Jurnal Indonesia Sosial Sains is a scientific journal in the form of research and can be accessed openly. This journal is published once a month by CV. Publikasi Indonesia. The Jurnal Indonesia Sosial Sains provides a means for ongoing discussion of relevant issues that fall within the focus and ...