Pengaruh Electronik Word Of Mouth Dan Brand Image Terhadap Keputusan Pembelian Moisturizer Bioaqua Pada Platfrom Shopee Di Jakarta Utara
Abstrak
This research is motivated by the high number of internet users in Indonesia, encouraging the
skincare company Bioaqua to conduct its beauty business online to increase purchase decisions. In
early 2024, Bioaqua planned a new strategy to stay competitive by increasing positive reviews on the
Shopee e-commerce platform and strengthening its brand image. However, Bioaqua's sales have
not yet met the expected target and still lag behind competitors. This study aims to analyze the
influence of Electronic Word of Mouth (e-WOM) and Brand Image on purchase decisions. The
research uses a quantitative method with a questionnaire as the data collection tool, involving 133
respondents. The results show that (1) Electronic Word of Mouth (e-WOM) has a significant influence
on purchase decisions, and (2) Brand Image also has a significant influence on purchase decisions,
with a contribution value of 68.7%.
Keywords: Electronic Word of Mouth, Brand Image, Purchase Decision
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