The Effect Of Brand Image And Electronic Word Of Mouth In Social Media Instagram Toward On Purchasing Decision Of Xiaomi Smartphone
This study aims to seeing how big the relationship and the role that occurs between the brand image and electronic word of mouth in social media instagram toward on purchasing decisions of Xiaomi Smartphone. In this study used descriptive and causal research methods.The research method used in this...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Trunojoyo Madura
2023-07-01
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| Series: | Jurnal Pamator |
| Subjects: | |
| Online Access: | https://journal.trunojoyo.ac.id/pamator/article/view/20719 |
| _version_ | 1826949152976666624 |
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| author | Dias Wahyu Ramdani Krishna Kusumahadi |
| author_facet | Dias Wahyu Ramdani Krishna Kusumahadi |
| author_sort | Dias Wahyu Ramdani |
| collection | DOAJ |
| description | This study aims to seeing how big the relationship and the role that occurs between the brand image and electronic word of mouth in social media instagram toward on purchasing decisions of Xiaomi Smartphone. In this study used descriptive and causal research methods.The research method used in this study is a quantitative method. , there are two main variables that are the focus of this research. The brand image and electronic word of mouth variables are independent variables, hereinafter referred to as the independent variable (X), which is a type of variable that explains or influences other variables. Meanwhile, the purchase decision variable is the dependent variable or dependent variable (Y), which is a type of variable that is explained or influenced by the independent variable. The results of hypothesis testing can be concluded that brand image has a positive effect on the purchase decision variable and based on descriptive analysis, the average brand image variable is 83.88% so that it can be said to be in the "Good" category. The average brand image variable is 77.74% so that it can be said to be in the "Good" category. For the purchasing decision variable based on descriptive analysis, the average brand image variable is 78.56%, so it can be said to be in the "Good" category. |
| first_indexed | 2024-03-09T02:02:50Z |
| format | Article |
| id | doaj.art-728eda8a5ced4b13ba3f10e0b0da0680 |
| institution | Directory Open Access Journal |
| issn | 1829-7935 2654-7856 |
| language | English |
| last_indexed | 2025-02-17T22:03:33Z |
| publishDate | 2023-07-01 |
| publisher | Universitas Trunojoyo Madura |
| record_format | Article |
| series | Jurnal Pamator |
| spelling | doaj.art-728eda8a5ced4b13ba3f10e0b0da06802024-12-05T01:52:35ZengUniversitas Trunojoyo MaduraJurnal Pamator1829-79352654-78562023-07-0116347749110.21107/pamator.v16i3.207197661The Effect Of Brand Image And Electronic Word Of Mouth In Social Media Instagram Toward On Purchasing Decision Of Xiaomi SmartphoneDias Wahyu Ramdani0Krishna Kusumahadi1International ICT Business School Of Economics and Business, Telkom UniversityInternational ICT Business School Of Economics and Business, Telkom UniversityThis study aims to seeing how big the relationship and the role that occurs between the brand image and electronic word of mouth in social media instagram toward on purchasing decisions of Xiaomi Smartphone. In this study used descriptive and causal research methods.The research method used in this study is a quantitative method. , there are two main variables that are the focus of this research. The brand image and electronic word of mouth variables are independent variables, hereinafter referred to as the independent variable (X), which is a type of variable that explains or influences other variables. Meanwhile, the purchase decision variable is the dependent variable or dependent variable (Y), which is a type of variable that is explained or influenced by the independent variable. The results of hypothesis testing can be concluded that brand image has a positive effect on the purchase decision variable and based on descriptive analysis, the average brand image variable is 83.88% so that it can be said to be in the "Good" category. The average brand image variable is 77.74% so that it can be said to be in the "Good" category. For the purchasing decision variable based on descriptive analysis, the average brand image variable is 78.56%, so it can be said to be in the "Good" category.https://journal.trunojoyo.ac.id/pamator/article/view/20719brand image, descriptive analysys, electroni word of mouth,, instagram, purchasing, xiaomi |
| spellingShingle | Dias Wahyu Ramdani Krishna Kusumahadi The Effect Of Brand Image And Electronic Word Of Mouth In Social Media Instagram Toward On Purchasing Decision Of Xiaomi Smartphone Jurnal Pamator brand image, descriptive analysys, electroni word of mouth,, instagram, purchasing, xiaomi |
| title | The Effect Of Brand Image And Electronic Word Of Mouth In Social Media Instagram Toward On Purchasing Decision Of Xiaomi Smartphone |
| title_full | The Effect Of Brand Image And Electronic Word Of Mouth In Social Media Instagram Toward On Purchasing Decision Of Xiaomi Smartphone |
| title_fullStr | The Effect Of Brand Image And Electronic Word Of Mouth In Social Media Instagram Toward On Purchasing Decision Of Xiaomi Smartphone |
| title_full_unstemmed | The Effect Of Brand Image And Electronic Word Of Mouth In Social Media Instagram Toward On Purchasing Decision Of Xiaomi Smartphone |
| title_short | The Effect Of Brand Image And Electronic Word Of Mouth In Social Media Instagram Toward On Purchasing Decision Of Xiaomi Smartphone |
| title_sort | effect of brand image and electronic word of mouth in social media instagram toward on purchasing decision of xiaomi smartphone |
| topic | brand image, descriptive analysys, electroni word of mouth,, instagram, purchasing, xiaomi |
| url | https://journal.trunojoyo.ac.id/pamator/article/view/20719 |
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