The effect of e-wom and brand image towards Sushi Masa consumer purchasing decision
This digital age, people are using digital technology to facilitate all kinds of activities. Sushi Masa Jakarta, uses Zomato as one of their media as an E-WOM facility for consumers to express their feelings. In addition, the Authentic Sushi Image cannot be separated from Sushi Masa. The purpose of...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Negeri Yogyakarta
2020-09-01
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| Series: | Journal of Social Studies |
| Subjects: | |
| Online Access: | https://journal.uny.ac.id/index.php/jss/article/view/31020 |
| _version_ | 1819175640072454144 |
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| author | Nur Aiman Ikhwan Kamil Albert Albert |
| author_facet | Nur Aiman Ikhwan Kamil Albert Albert |
| author_sort | Nur Aiman Ikhwan Kamil |
| collection | DOAJ |
| description | This digital age, people are using digital technology to facilitate all kinds of activities. Sushi Masa Jakarta, uses Zomato as one of their media as an E-WOM facility for consumers to express their feelings. In addition, the Authentic Sushi Image cannot be separated from Sushi Masa. The purpose of this study is to find out whether there is effects of E-WOM and Authentic Brand Image towards consumer purchasing decisions, partially and simultaneously. The theory used is Stimulus Response, supported by other marketing communication concepts. The method used is quantitative based on positive paradigm, considers the social reality can be proven scientifically. Data collection used were questionnaires with Likert scale. The results found the effect of E-WOM and Brand Image together towards consumer purchasing decisions by 62.9%. The author suggest that Sushi Masa can maintain E-WOM and Brand Image that has been built so that consumers continue to making purchasing decisions. |
| first_indexed | 2024-12-22T20:58:04Z |
| format | Article |
| id | doaj.art-f5d9cbe7397245dab563d41fae3b5a38 |
| institution | Directory Open Access Journal |
| issn | 1858-2656 2721-4036 |
| language | English |
| last_indexed | 2024-12-22T20:58:04Z |
| publishDate | 2020-09-01 |
| publisher | Universitas Negeri Yogyakarta |
| record_format | Article |
| series | Journal of Social Studies |
| spelling | doaj.art-f5d9cbe7397245dab563d41fae3b5a382022-12-21T18:12:55ZengUniversitas Negeri YogyakartaJournal of Social Studies1858-26562721-40362020-09-01161193410.21831/jss.v16i1.3102013614The effect of e-wom and brand image towards Sushi Masa consumer purchasing decisionNur Aiman Ikhwan Kamil0Albert Albert1LSPR Communication and Business Institute JakartaLSPR Communication and Business Institute JakartaThis digital age, people are using digital technology to facilitate all kinds of activities. Sushi Masa Jakarta, uses Zomato as one of their media as an E-WOM facility for consumers to express their feelings. In addition, the Authentic Sushi Image cannot be separated from Sushi Masa. The purpose of this study is to find out whether there is effects of E-WOM and Authentic Brand Image towards consumer purchasing decisions, partially and simultaneously. The theory used is Stimulus Response, supported by other marketing communication concepts. The method used is quantitative based on positive paradigm, considers the social reality can be proven scientifically. Data collection used were questionnaires with Likert scale. The results found the effect of E-WOM and Brand Image together towards consumer purchasing decisions by 62.9%. The author suggest that Sushi Masa can maintain E-WOM and Brand Image that has been built so that consumers continue to making purchasing decisions.https://journal.uny.ac.id/index.php/jss/article/view/31020e-wom, brand image, purchase decisions, consumer, sushi. |
| spellingShingle | Nur Aiman Ikhwan Kamil Albert Albert The effect of e-wom and brand image towards Sushi Masa consumer purchasing decision Journal of Social Studies e-wom, brand image, purchase decisions, consumer, sushi. |
| title | The effect of e-wom and brand image towards Sushi Masa consumer purchasing decision |
| title_full | The effect of e-wom and brand image towards Sushi Masa consumer purchasing decision |
| title_fullStr | The effect of e-wom and brand image towards Sushi Masa consumer purchasing decision |
| title_full_unstemmed | The effect of e-wom and brand image towards Sushi Masa consumer purchasing decision |
| title_short | The effect of e-wom and brand image towards Sushi Masa consumer purchasing decision |
| title_sort | effect of e wom and brand image towards sushi masa consumer purchasing decision |
| topic | e-wom, brand image, purchase decisions, consumer, sushi. |
| url | https://journal.uny.ac.id/index.php/jss/article/view/31020 |
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