PENGARUH ELECTRONIC WORD OF MOUTHDAN BRAND IMAGE TERHADAP PURCHASE DECISION SEPATU ADIDAS PADA E-COMMERCE SHOPEE DI KOTA TASIKMALAYA
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This study aims to determine the effect of Electronic Word Of Mouth and Brand Image on Purchase Decision of Adidas Shoes consumers on E-Commerce Shopee in Tasikmalaya City. This study uses a quantitative approach with a type of causality research and survey techniques. The types of data used are primary data and secondary data, with a research sample of 100 respondents who are consumers who have purchased Adidas Shoes through Shopee and using the purposive sampling method. The data analysis tool used is multiple linear regression. The results of the study show that Electronic Word Of Mouth and Brand Image have a simultaneous or partial effect on Purchase Decision. This study indicates the importance of the strategy of using Electronic Marketing and creating a positive Brand Image in increasing consumer purchases on social media-based e-commerce platforms.
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