Pengaruh Brand Image, Electronic Word Of Mouth Dan Brand Ambassador Terhadap Keputusan Pembelian (Studi Pada Konsumen Produk Oatside Di Kota Bandung)
DOI:
https://doi.org/10.35870/jemsi.v10i2.2119Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image, Electronic Word of Mouth dan Brand Ambassador terhadap Keputusan Pembelian produk Oatside di Kota Bandung. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan analisis verifikatif. Hasil penelitian ini menunjukan bahwa Brand Image berpengaruh secara parsial terhadap Keputusan Pembelian. eWOM berpengaruh secara parsial terhadap Keputusan Pembelian. Brand Ambassador tidak berpengaruh secara parsial terhadap Keputusan Pembelian. Sedangkan Brand Image, eWOM, Brand Ambassador berpengaruh secara simultan terhadap Keputusan Pembelian.
Downloads
References
Buku
Abubakar, A. M. (2016). eWOM , eReferral and gender in the virtual community.
Firmansyah, A (2019). Pemasaran Produk dan Merek (Planning & Strategy). Qiara Media.
Ghozali, I. (2018). Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23. Semarang: Badan Penerbit Universitas Diponogoro.
Kotler dan Keller (2016), Prinsip - Prinsip Pemasaran.Edisi 12. Jilid 1. Terjemahan Bob Sabran, Jakarta : Erlangga.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Jurnal
Agnes, D. S., Ahmad, H., & Fetalia, H. A., (2021). Pengaruh Brand Image, Brand Ambassador, Word Of Mouth Dan Testimony In Social Media Terhadap Keputusan Pembelian. Jurnal Ekonomi dan Ilmu Sosial, Volume 6 Nomor 1, Februari 2021.
Ahmad, S. N., & Laroche, M. (2017). Analyzing electronic word of mouth: A social commerce construct. International Journal of Information Management,37(3), 202–213. https://doi.org/10.1016/j.ijinfomgt.2016.08.004
Alifda, D. O., Dicky, W., & Iqbal, R. F., (2022). The Effect of Electronic Word of Mouth, Brand Image, and Brand Trust on Consumer Purchase Decision on Camille Organic Beauty Face Mask. Jamanika, Volume 02 No.03, September 2022.
Almana, A. M., & Mirza, A. A. (2013). The Impact of Electronic Word of Mouth on Consumers’ Purchasing Decisions. International Journal of Computer Applications. International Journal of Computer Applications. 82(9).
Edrin, Florencia, dan Nurul Fhatiyah. 2022. “Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Konsumen (Kasus Pada Event Free Photocard BTS Tokopedia).” Proceeding Seminar Nasional Bisnis 78-84.
Lin, X., & Wang, X. (2020). Examining gender differences in people’s informationsharing decisions on social networking sites. International Journal of Information Management, 50, 45–56.
Nofiawaty, Fitrianto, E. M., & Lisnawati. (2020). Brand ambassador and the Effect to Consumer Decision on Online Marketplace in Indonesia. sriwijaya international journal of dynamic economics and business.
Nuhasanah., Febrina, M., Lucky, N., & Yananto, M. P., (2021). The Effect of E-WOM, Brand Trust, and Brand Ambassador on Purchase Decisions at Tokopedia Online Shopping Site. IOP Conference Series: Materials Science and Engineering, 1071 (2021) 012017.
Pratiwi, R. A., Juliati, R., & Sa’diyah, C. (2022). The Influence of Brand image, Product Quality, and Price on Purchase Decisions (Study on iPhone Smartphone Users in Malang City). Jamanika: Jurnal Manajemen Bisnis dan Kewirausahaan, 02(02). https://doi.org/10.22219/jamanika.v2i02.21963.
Rivan, C. H., & Andi, W., (2022). Pengaruh Brand Ambassador, Brand Image dan Brand Awareness Terhadap Purchase Decision. Jurnal Manajerial dan Kewirausahaan, Volume 04 No. 01, Januari 2022.
Sualang, G. M. C., Mandey, S. L., & Ogi, I. W. J. (2023). Pengaruh Electronic Word of Mouth (E-WOM), Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Pada PT. Mandala Finance Tbk, Cabang Ratahan. Jurnal EMBA. 11(2). 335-344.
Website
Good Food Institute, n.d https://gfi.org/marketresearch/#segment-insights (diakses 6 November 2023)
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
