Kontribusi Electronic Word of Mouth , Citra Merek terhadap Keputusan Pembelian pada Mie Setan: Studi Pada Followers @Food_Fess Di Twitter

Dadang Krisdianto; Dwi  Awalia Arisca

doi:10.58535/jasm.v5i1.37

Authors

Dadang Krisdianto
Dwi Awalia Arisca Universitas Islam Malang

DOI:

https://doi.org/10.58535/jasm.v5i1.37

Keywords:

path analysis, electronic word of mouth, brand image, purchase decision

Abstract

This research used a quantitative method and descriptive analysis to determine data trends, followed by
correlation and regression tests, and then path analysis to calculate the direct influence of electronic
word of mouth (X1) on purchase decisions (Y) at 0.1982 = 0.0392 or 3.92%. The magnitude of brand
image's (X2) direct contribution to purchase decisions (Y) is 0.5272 = 0.2777 or 27.77%. The combined
contribution of electronic word of mouth (X1) and brand image (X2) in influencing purchase decisions
(Y) simultaneously is 0.442 = 44.2%. The remaining 55.8% is influenced by other factors not explained
in this research. The importance of the contributions of electronic word of mouth (X1) and brand image
(X2) in influencing purchase decisions (Y).