Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

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The Effect of Electronic Word of Mouth and Brand Image on Purchase Decision on Consumers of J&T Express Delivery Services

Authors
Jordy Alexi Yohans1, *, Ratih Hurriyati1, Heny Hendrayati1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: jordyalexi@upi.edu
Corresponding Author
Jordy Alexi Yohans
Available Online 29 September 2023.
DOI
10.2991/978-94-6463-234-7_43How to use a DOI?
Keywords
Brand image; Electronic word of mouth; Purchase decision
Abstract

Purchasing decisions are important issues that need to be considered in the competition of delivery services. Electronic word of mouth (eWOM) and brand image need to be managed by J&T Express, where both factors become information channels that are able to affect consumer purchasing decisions. Finding out the influence of eWOM and brand image on the purchase decisions of consumers both partially and simultaneously becomes the objective of this research. Research methods in this writing were implemented quantitatively. Non-probability was the sampling method used with the application of a purposive sampling technique. Meanwhile, there were 100 respondents who lived in Bandung and have used J&T Express delivery services. This research revealed that both partially and simultaneously there was a positive and significant effect of eWOM and brand image on purchase decisions in consumers of J&T Express delivery services in Bandung.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 September 2023
ISBN
10.2991/978-94-6463-234-7_43
ISSN
2352-5428
DOI
10.2991/978-94-6463-234-7_43How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jordy Alexi Yohans
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2023
DA  - 2023/09/29
TI  - The Effect of Electronic Word of Mouth and Brand Image on Purchase Decision on Consumers of J&T Express Delivery Services
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 439
EP  - 446
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_43
DO  - 10.2991/978-94-6463-234-7_43
ID  - Yohans2023
ER  -