No open-access location is known for this record yet.
No open-access location is known for this record yet.
Information from the brand image obtained by consumers as well as consumer views about opinions obtained fromelectronic word of mouth in the form of positive or negative reviews can affect the buying interest of potentialconsumers. This study aims to determine and understand the impact or influence of brand image and electronicword of mouth on the interest in buying wardah cosmetics in Batam City. The population of this study is unknown,because what is used as the population is female consumers who use wardah cosmetics in Batam City. This type ofresearch is quantitative methods and sampling techniques using non-probability sampling, namely purposivesampling technique with data analyzed using SPSS version 26.0 and a sample of 272 respondents and datacollection using a questionnaire. Samples were taken based on the Isaac and Michael tables. The results of thisstudy indicate that brand image and electronic word of mouth partially and simultaneously have a significant andpositive effect on buying interest.
Loading…
Stored only when both papers are in the corpus — 23 citations exist upstream.
Imported from OpenAlex (CC0) — nothing here is generated.