Pengaruh Word of Mouth, Gaya Hidup dan Citra Merek Terhadap Keputusan Pembelian Pada E-commerce Tokopedia
Abstract
The research has been done with the purpose of knowing the influence of word of mouth, lifestyle and brand image towards purchase decision on e-commerce Tokopedia partially and simultaneously. The sample was amounted 100 respondents using purposive sampling method, in which the datas was being collected by spreading questionnaire. The testing has been done by using SPSS version 29 application, consists of data quality test, classic assumption test, influence test and hypothesis test. The method that applied in this research was using multiple linear regression method. The result of the research showed that variable word of mouth, lifestyle and brand image partially and simultaneously influence positively and significantly towards purchase decision on e-commerce Tokopedia.
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Hondro, M. W., & Suhardi. (2022). Pengaruh Desain , Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Mobil Nissan Livina PT Rodamas Makmur Motor di Kota Batam. Scientia Journal, 4(4).
Idham, E. R., & Suhardi. (2020). Pengaruh Promotion , Brand Image Dan Word Of Mouth. Ekuivalensi, 6(2), 297–311.
Imamah, Fadhilah, M., & Ningrum, N. K. (2022). Meningkatkan Keputusan Pembelian Melalui Iklan Media Sosial, Word Of Mouth dan Citra Merk (Studi Kasus Pada Café Sembari Coffee, Sleman). MANDAR: Management Development and Applied Research Journal, 5(1), 159–164.
Khanif Varidah, Kristiningsih, Phonny Aditiawan Mulyana, M. A. D. (2022). Pengaruh Word of Mouth, Lifestyle Dan Brand Image Terhadap Keputusan Pembelian Pada Komunitas Red Koffiee Armina Daily. ABA Journal, 88(MAR./JUL.), 26–27.
Kotler, P., & Keller, K. L. (2016). A Framework for Marketing Management (Sixth Edit). Pearson.
Mutiara Nur Afifah, D. H. S. (2023). Pengaruh Citra Merek, Kualitas Produk dan Word of Mouth Terhadap Keputusan Pembelian Produk Emina di Batam. Journal of Management and Bussines (JOMB), 4(1), 1121–1133.
S, R. F., & Jalaludin, J. (2023). Pengaruh Word of Mouth, Citra Merek dan Gaya Hidup terhadap Keputusan Pembelian Produk Motor Honda di Jakarta. J-MAS (Jurnal Manajemen Dan Sains), 8(1), 1089. https://doi.org/10.33087/jmas.v8i1.1086
Saputri, N. F., & Suhardi. (2023). Pengaruh Kualitas Produk, Citra Merek dan Word Of Mouth terhadap Keputusan Pembelian Produk Two Way Cake Pixy. Jurnal Disrupsi Bisnis, 6(4), 376–386. https://doi.org/10.32493/drb.v6i4.30133
Selamat; Suhardi. (2020). Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian pada PT International Bearings. Rekaman, 6(1), 94–101.
Simbolon, F. P., Handayani, E. R., & Nugraedy, M. (2020). The Influence of Product Quality, Price Fairness, Brand Image, and Customer Value on Purchase Decision of Toyota Agya Consumers: A Study of Low Cost Green Car. Binus Business Review, 11(3), 187–196. https://doi.org/10.21512/bbr.v11i3.6420
Siregar, P., & Suhardi. (2020). Pengaruh Citra Merek dan Private Label Terhadap Keputusan Pembelian pada Alfamart Gajah Mada di Kota Batam. Ekuivalensi, 6(1), 16–30.
Suhardi. (2023). Pengantar Ekonomi Mikro (Edisi Revisi) (R. P. Setyaningrum & N. Aisyah, Eds.; 1st ed., Vol. 1). Gava Media.
Suhardi, Banjarnahor, H., Adam, S., & Kurniawan, A. (2018). The Role of Information Technology in Knowledge Management in Small Medium Enterprise. Journal of Theoretical and Applied Information Technology, 31, 24. www.jatit.org
Suhardi, S., & Carolin, F. A. (2019). Pengaruh Brand Image dan Brand Trust terhadap Customer Loyalty Semen Holcim pada PT. Kinco Prima Kota Batam. Jurnal Benefita, 1(1), 39. https://doi.org/10.22216/jbe.v1i1.3404
Sunyoto, D. (2015). Perilaku Konsumen dan Pemasaran. CAPS (Center for Academic Publishing Service).
Vinna Sri Yuniarti, S.E., M. M. (2015). Perilaku Konsumen Teori dan Praktik. Pustaka Setia.
Published
2024-02-10
How to Cite
Herlina, H., & Suhardi, S. (2024). Pengaruh Word of Mouth, Gaya Hidup dan Citra Merek Terhadap Keputusan Pembelian Pada E-commerce Tokopedia. Jurnal Ilmiah Ecobuss, 12(1), 1-12. https://doi.org/10.51747/ecobuss.v12i1.1737
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Articles
