Analisis Pengaruh Brand Awareness, Electronic Word of Mouth dan Integrated Marketing terhadap Keputusan Pembelian

Thiang Makrifat, Hamidah Hendrarini, Eko Nurhadi

Abstract


This study aims to analyze the influence of brand awareness, e-WoM, and integrated marketing on purchasing decisions for Bonpay Rhanindi products on the Shopee marketplace. A quantitative approach using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method was used in this study. Primary data were collected through questionnaires distributed to 62 respondents using a purposive sampling technique. The results showed that simultaneously and partially there was an influence of brand awareness, e-WoM, and integrated marketing variables on purchasing decisions for Bonpay Rhanindi products on the Shopee marketplace.

Keywords


Electronic word of mouth; purchase decision; brand awareness; integrated marketing

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References


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DOI: http://dx.doi.org/10.33087/ekonomis.v10i1.2262

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