Pengaruh Brand Image, Electronic Word Of Mouth dan Promosi terhadap Keputusan Pembelian : (Studi pada Pengguna Tiktok Shop di Jakarta Selatan)

Falah Khairunnisa; Yugi Setyarko

Wawasan : Jurnal Ilmu Manajemenx, Ekonomi dan Kewirausahan

Universitas Maritim AMNI

📄 Abstract

This study aims to determine the effect of brand image, electronic word of mouth, and promotions on purchasing decisions. The data source used in this research is primary data collected through the distribution of questionnaires. The population of this study consists of TikTok Shop users in South Jakarta. The sampling technique used is nonprobability sampling, with a purposive sampling method based on Lemeshow's formula, resulting in a sample size of 98 respondents. The analytical tool used is SPSS version 29. The findings of this study indicate that brand image, electronic word of mouth, and promotions have a significant effect on Purchasing Decisions.

🔖 Keywords

#Brand Image; Promotions; Purchasing Decisions

ℹ️ Informasi Publikasi

Tanggal Publikasi

11 February 2025

Volume / Nomor / Tahun

Volume 3, Nomor 2, Tahun 2025

📝 HOW TO CITE

Falah Khairunnisa; Yugi Setyarko, "Pengaruh Brand Image, Electronic Word Of Mouth dan Promosi terhadap Keputusan Pembelian : (Studi pada Pengguna Tiktok Shop di Jakarta Selatan)," Wawasan : Jurnal Ilmu Manajemenx, Ekonomi dan Kewirausahan, vol. 3, no. 2, Feb. 2025.

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