THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, AND ELECTRONIC WORD OF MOUTH ON PURCHASING DECISIONS (STUDY ON MIXUE PRODUCTS IN BOGOR CITY)

  • Rafli Arjuna Kusumanegara University of Pembangunan Nasional Veteran, Jakarta
  • Nobelson Nobelson University of Pembangunan Nasional Veteran, Jakarta
DOI: https://doi.org/10.36546/jm.v11i4.980
Keywords: Product Quality, Brand Image, EWOM, Purchasing Decision

Abstract

Currently frozen beverage sales in Indonesia are indicated to change over time,
fluctuating from year to year, besides that Indonesia is number one as a country that
consumes the most frozen drinks and ice cream in Southeast Asia, This study is a
quantitative study, conduct aims to find out whether the variable Purchasing decision is
influenced by Product Quality variables, Brand Image, and Electronic Word of Mouth. By
using non-probability sampling techniques and purposive sampling methods. Data collection
is carried out by distributing questionnaires online and offline to prospective respondents.
The analysis tool used is SmartPLS 3.0.0. Furthermore, the results obtained from this study
show that product quality variables and brand image have a significant influence on
purchasing decisions. Electronic Word of Mouth has no significant effect on purchasing
decisions.

Published
2023-12-01
How to Cite
Kusumanegara, R., & Nobelson, N. (2023, December 1). THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, AND ELECTRONIC WORD OF MOUTH ON PURCHASING DECISIONS (STUDY ON MIXUE PRODUCTS IN BOGOR CITY). Jurnal Manajemen, 11(4), 368-374. https://doi.org/https://doi.org/10.36546/jm.v11i4.980
Issue
Vol 11 No 4 (2023): Jurnal Manajemen
Section
Articles