Articlehybrid2019

Pengaruh E-WOM, Brand Image dan Brand Trust Terhadap Keputusan Konsumen (Studi Kasus Pada Lembaga Kursus Fajar English Course Pare-Kediri)

Muhammad Dian Ruhamak · Afif Nur Rahmadi

14 citations0/0 files storedBISNIS Jurnal Bisnis dan Manajemen Islam

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

This study aims to determine the effect of e-wom variables, brand image and brand trust on consumer decisions in institutions of the English course pare-kediri dawn courses. The population in this study were all consumers of English course dawn courses in August-September 2019 of 89 respondents, because less than 100 then the whole was taken to be sampled. Methods of data analysis using the validity and reliability of the questionnaire, multiple regression analysis, f and t test and the coefficient of determination. From the test results obtained e-wom variables, brand image and brand trust simultaneously have a positive and significant effect on consumer decisions with a value of fcount 41.919> 2.71 (fcount) and a significance value of 0.000. Partially e-wom and brand image have a positive and significant effect on consumer decisions with a tcount of 3.795> 1.99, 5.714> 1.99 and a significance of 0.000. While brand trust is negative and does not have a significant effect on consumer decisions with consumer values, this is based on test results that show a t-value of -1.625

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2009Manajemen pemasaran dan pemasaran jasa 2012The effect of electronic word of mouth on brand image and purchase intention 2019Positive emotion bias: Role of emotional content from online customer reviews in purchase decisions 2019The effects of trust on consumers’ continuous purchase intentions in C2C social commerce: A trust transfer perspective 2010Global Marketing Management 2021Marketing Management (15th Global Edition )2017Pengaruh Word Of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Lembaga Kursus Bahasa Inggris Dynamic English Course Pare 2018PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Survei pada Konsumen Restoran Sushi Tei Kelapa Gading)

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2022Pengaruh Electronic Word of Mouth dan Citra Merek terhadap Keputusan Pembelian Masker Wajah Sariayu

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