The role of brand experience and E-Wom on purchase decisions

Hudyah Astuti Sudirman, Dewi Sartika, Marsha Anindita and Rahman Anshari
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Hudyah Astuti Sudirman: Universitas Muhammadiyah Kalimantan Timur
Dewi Sartika: Universitas Muhammadiyah Kalimantan Timur
Marsha Anindita: Universitas Muhammadiyah Kalimantan Timur
Rahman Anshari: Universitas Muhammadiyah Kalimantan Timur

International Journal of Research in Business and Social Science (2147-4478), 2023, vol. 12, issue 4, 572-577

Abstract: The purpose of this study was to investigate the impact of E-Wom and Brand Experience on MS Glow Skincare Product Purchase Decisions in Samarinda City. The sample for this study consisted of 95 people who had used and purchased MS Glow products at least twice and lived in Samarinda City. This study employs a quantitative descriptive approach. The collected data is then processed using the SmartPLS software. The findings of this study demonstrate that E-WOM has a positive and significant effect on purchase decisions and that Brand Experience also has a significant positive effect on purchase decisions for MS Glow Skincare Products in Samarinda City. Key Words: Brand Experience; E-WOM; Social Media; Purchase Decision; SmartPLS

Date: 2023
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