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

Jordy Alexi Yohans (), Ratih Hurriyati and Heny Hendrayati
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Jordy Alexi Yohans: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 439-446 from Springer

Abstract: 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.

Keywords: Brand image; Electronic word of mouth; Purchase decision (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_43

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