THE EFFECT OF BRAND IMAGE, BRAND TRUST, AND ELECTRONIC WORD OF MOUTH ON THE PURCHASE DECISIONS OF FEB STUDENTS OF UNIVERSITAS MALIKUSSALEH ON SHOPEE
DOI:
https://doi.org/10.5281/zenodo.22727119Keywords:
Brand Image, Brand Trust, Electronic Word of Mouth, Buying decision, ShopeeAbstract
This study aims to analyze the influence of Brand Image, Brand Trust, and Electronic Word of Mouth on purchase decisions at Shopee among students of the Faculty of Economics and Business, Malikussaleh University. The study employed a quantitative approach using primary data collected through questionnaires from 100 respondents selected by purposive sampling. The data were analyzed using multiple linear regression with the Statistical Package for the Social Sciences (SPSS). Instrument testing showed that all questionnaire items were valid and reliable. The classical assumption tests indicated that the regression model met the requirements of normality, multicollinearity, and heteroscedasticity testing used in the study. The findings show that Brand Image has a positive and significant effect on purchase decisions, Brand Trust has a positive and significant effect on purchase decisions, and Electronic Word of Mouth also has a positive and significant effect on purchase decisions. Therefore, strengthening brand image, maintaining brand trust, and encouraging positive electronic word of mouth are relevant to purchase decisions among Shopee users in the studied student populationReferences
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