Open AccessPengaruh Citra Merek dan Electronic Word of Mouth Terhadap Keputusan Penggunaan Pada Marketplace Lazada di Kabupaten Buleleng
Author(s) -
Luh Mega Yuliastuti,
Gede Putu Agus Jana Susila
Publication year - 2021
Publication title -
jurnal pendidikan ekonomi undiksha
Language(s) - English
Resource type - Journals
eISSN - 2599-1426
pISSN - 2599-1418
DOI - 10.23887/jjpe.v13i1.32639
Subject(s) - purchasing , nonprobability sampling , advertising , purchasing decision , sample (material) , brand image , business , marketing , sociology , population , chemistry , demography , chromatography
This research aims to examine the effect of brand image and electronic word of mouth on purchasing decisions at Lazada marketplace in Buleleng Regency, both simultaneously and partially. The framework used in this researchs is causal quantitative. Sample is determined by using purposive sampling technique. Data were collected by using a questionnaire which will be tested for its realiability and validity, and will be analyzed by multiple linear regression analysis. The results of this research indicate that (1) brand image and electronic word of mouth have a simultaneous effect on purchasing decisions, (2) brand image has an effect on purchasing decisions, (3) electronic word of mouth has an effect on purchasing decisions at Lazada marketplace in Buleleng Regency.