Pengaruh brand image dan electronic word of mouth (ewom) terhadap purchase decision
Abstract
Abstract. With the increasing number of internet users in Indonesia, reaching 221 million in 2024, telecommunications companies must consider factors influencing consumer behavior. This study examines the impact of brand image and electronic word of mouth on the purchase decisions of IndiHome consumers in Bandung City. The research aims to analyze the conditions of brand image, electronic word of mouth, purchase decisions, and the influence of the first two factors on purchase decisions, both partially and simultaneously. A quantitative approach was adopted, employing descriptive and causal methods. The study involved 94 respondents selected through non-probability purposive sampling using the Slovin formula. Data analysis was conducted using regression analysis. The findings reveal that brand image, electronic word of mouth, and purchase decisions are categorized as good, and the two independent variables significantly influence the dependent variable both partially and simultaneously.
Abstrak. Dengan meningkatnya pengguna internet di Indonesia, yang mencapai 221 juta jiwa pada tahun 2024, perusahaan telekomunikasi harus memperhatikan faktor-faktor yang mempengaruhi perilaku konsumen. Penelitian ini membahas mengenai pengaruh brand image dan electronic word of mouth terhadap purchase decision konsumen IndiHome di Kota Bandung. Tujuan penelitian untuk menganalisis bagaimana kondisi brand image dan electronic word of mouth, dan purchase decision, serta pengaruh keduanya terhadap purchase decision baik secara parsial maupun simultan. Penelitian ini menggunakan metode deskriptif dan hubungan kausal dengan pendekatan kuantitatif, melibatkan 94 responden yang dipilih melalui non-probability tepatnya purposive sampling dengan rumus slovin, pengujian penelitian ini menggunakan analisis regresi. Hasil penelitian menunjukkan bahwa brand image, electronic word of mouth, dan purchase decision termasuk kategori baik, serta kedua variabel independent berpengaruh terhadap variabel dependen baik secara parsial maupun simultan.
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