Detail Inovasi Perguruan Tinggi

Tema: 8th Widyatama International Seminar on Sustainability (WISS 2016)
Judul: The Influence of Electronic Word of Mouth and Brand Image on Buying Decision
Perguruan Tinggi: Universitas Widyatama
Jenis/sdm: dosen/0408116001#0424047402#0407087401

Tahun: 2016

Electronic word of mouth (e WOM) communication has turned into an important element in marketing strategy as it can influence purchase decision making. The objective of this study is to investigate the effect of electronic  word of mouth on purchasing  decision. The study also examines the moderating effect of brand image in the relationship between the word of mouth and purchase decision. A survey conducted to provide answers of the research  questions.  In  this  study,  two  hundred questionnaires were distributed using accidental sampling. The  finding  of this  study  reveals  that  electronic  word  of mouth has  positive  influence  on  purchase  decision.  The study also found that brand image has moderating influence in the relationship between electronic word of mouth and purchase decision.