The PENGARUH ELECTRONIC WORD OF MOUTH DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK (STUDI PADA PENGGUNA SMARTPHONE OPPO DI UNIVERSITAS HKBP NOMMENSEN MEDAN)

PENGARUH ELECTRONIC WORD OF MOUTH DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK (STUDI PADA PENGGUNA SMARTPHONE OPPO DI UNIVERSITAS HKBP NOMMENSEN MEDAN)

Authors

  • Estauryna Sirait Universitas HKBP Nommensen
  • Hanna Meilani Damanik Universitas HKBP Nommensen
  • Elvis Fresly Purba Universitas HKBP Nommensen
  • Krismanto Erick Tobush Naibaho Universitas HKBP Nommensen
  • Vinsensius Matondang Politeknik Wilmar Bisnis

DOI:

https://doi.org/10.36982/jeg.v8i2.3415

Abstract

This study aims to determine and analyze the effect of electronic word of mouth and price perceptions on purchasing decisions through brand image (Study on OPPO smartphone users at HKBP University Nommensen Medan). This research approach method uses quantitative methods with a sampling technique that is purposive sampling, with a sample of 100 respondents. To analyze the results of this study using path analysis (path analysis). The research results show 1). Electronic word of mouth has a positive and significant effect on purchasing decisions for OPPO smartphone users at HKBP Nommensen University Medan.  2). Price perception has a positive and significant effect on purchasing decisions for OPPO smartphone users at HKBP Nommensen University Medan. 3). Electronic word of mouth has a positive and insignificant effect on purchasing decisions through brand image on OPPO smartphone users at HKBP University Nommensen Medan. 4). Price perception has a positive and insignificant effect on purchasing decisions through brand image on OPPO smartphone users at HKBP Nommensen University Medan. 5). Electronic word of mouth and price perceptions together have a positive and insignificant effect on purchasing decisions through brand image on OPPO smartphone users at HKBP University Nommensen Medan.

Downloads

Published

2023-11-27 — Updated on 2024-03-21

Versions

How to Cite

Sirait, E., Damanik, H. M., Purba, E. F., Naibaho, K. E. T., & Matondang, V. (2024). The PENGARUH ELECTRONIC WORD OF MOUTH DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK (STUDI PADA PENGGUNA SMARTPHONE OPPO DI UNIVERSITAS HKBP NOMMENSEN MEDAN): PENGARUH ELECTRONIC WORD OF MOUTH DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK (STUDI PADA PENGGUNA SMARTPHONE OPPO DI UNIVERSITAS HKBP NOMMENSEN MEDAN). Jurnal Ecoment Global, 8(2), 53–66. https://doi.org/10.36982/jeg.v8i2.3415 (Original work published November 27, 2023)

Issue

Vol. 8 No. 2 (2023): Edisi Agustus 2023

Section

Articles

License

Copyright (c) 2023 Estauryna Sirait, Hanna Meilani Damanik, Elvis Fresly Purba, Krismanto Erick Tobush Naibaho, Vinsensius Matondang

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License   that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work