Pengaruh Electronic Word of Mouth dan Citra Merek terhadap Keputusan Pembelian Masker Wajah Sariayu

Abstract

With the evolution of technology and information, the concept of informal communication such as online discussions have developed to the emergence of the term E-WOM (electronic word of mouth). In addition, to make a consumer decide in buying a product on a brand, a brand is expected to have advantages or strengths. The purpose of this study was to determine whether Electronic Word of Mouth (E-WOM) and Brand Image could influence the decision to purchase a Sariayu face mask for students at the Pembangunan Nasional Veteran Jawa Timur University. Quantitative method is the method applied in this research. The sampling of this research accomplished by applying the non-probability sampling method with purposive sampling technique with total 50 respondents. SmartPLS is a test tool in this research. The results obtained are Electronic Word of Mouth and Brand Image contribute to purchasing decisions.