THE INFLUENCE OF ELECTRONIC WORD OF MOUTH AND BRAND IMAGE ON BUYING DECISION

Simple item page
dc.contributor.authorPratminingsih, Sri Astuti
dc.contributor.authorAstuty, Eriana
dc.contributor.authorMardiansyah, Viddi
dc.date.accessioned2021-02-12T13:13:47Z
dc.date.available2021-02-12T13:13:47Z
dc.date.issued2019
dc.description.abstractElectronic word of mouth (e WOM) communication has turned into an important element in marketing strategy as it can influence purchase decision making. The objective of this study is to investigate the effect of electronic word of mouth on purchasing decision. The study also examines the moderating effect of brand image in the relationship between the word of mouth and purchase decision. A survey conducted to provide answers of the research questions. In this study, two hundred questionnaires were distributed using accidental sampling. The finding of this study reveals that electronic word of mouth has positive influence on purchase decision. The study also found that brand image has moderating influence in the relationship between electronic word of mouth and purchase decision.en_US
dc.identifier.issn1943-023X
dc.identifier.urihttp://repository.widyatama.ac.id/xmlui/handle/123456789/12458
dc.language.isoenen_US
dc.publisherJournal of Advanced Research in Dynamical & Control Systems, Vol. 11, 03-Special Issueen_US
dc.subjectElectronic Word of Mouthen_US
dc.subjectBrand Imageen_US
dc.subjectPurchase Decisionen_US
dc.titleTHE INFLUENCE OF ELECTRONIC WORD OF MOUTH AND BRAND IMAGE ON BUYING DECISIONen_US
dc.typeArticleen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Sri Astuti Pratminingsih - The Influence of Electronic Word of Mouth and Brand Image on Buying Decision.pdf
Size:
121.76 KB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
International Journal