Electronic Word of Mouth, Brand THE INFLUENCE OF ELECTRONIC WORD OF MOUTH, BRAND IMAGE AND TRUST ON ONLINE PURCHASE DECISIONS ON THE SHOPEE APPLICATION IN SERANG CITY

THE INFLUENCE OF ELECTRONIC WORD OF MOUTH, BRAND IMAGE AND TRUST ON ONLINE PURCHASE DECISIONS ON THE SHOPEE APPLICATION IN SERANG CITY

Abstract

ABSTRACT

This research aims to determine the influence of electronic word of mouth, brand image and trust on online purchasing decisions on the Shopee Application in Serang City. The research was conducted using quantitative research methods. The sample for this research was 100 respondents. The sampling technique uses purposive sampling. Data was collected using questionnaires and analyzed using SPSS version 25. Based on the research results, it can be concluded that: 1) there is a positive and significant influence between electronic word of mouth on online purchasing decisions partially, 2) there is a positive and significant influence between brand image on online purchasing decisions partially, 3) there is a positive and significant influence between trust on online purchasing decisions partially, 4) there is a positive and significant influence between electronic word of mouth, brand image and trust on online purchasing decisions simultaneously by obtaining a Fcount > Ftable value of 66.536 > 2.70 with a significance value of 0.000 < 0.05.

Keywords: Electronic Word of Mouth, Brand Image and Trust