The Influence of Brand Image, E-WOM, and Customer Rating on Purchase Decisions on Shopee E-Commerce

Vani Zahara Maulidya; Mas Oetarjo; M. Rizal Yulianto

doi:10.37641/jimkes.v13i2.3123

Authors

Vani Zahara Maulidya Faculty of Business Law and Social Sciences, Universitas Muhammadiyah Sidoarjo; Indonesia
Mas Oetarjo Faculty of Business Law and Social Sciences, Universitas Muhammadiyah Sidoarjo; Indonesia
M. Rizal Yulianto Faculty of Business Law and Social Sciences, Universitas Muhammadiyah Sidoarjo; Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i2.3123

Keywords:

Brand Image, electronic word of mouth (e-WOM), customer rating, purchasing decision

Abstract

The advancement of information and communication technology has had a significant impact on its users. This has intensified competition in the business world, and technological developments continue to strengthen the e-commerce industry. This study aims to examine the effect of brand image, e-WOM, and customer ratings on purchasing decisions in Shopee e-commerce. A quantitative approach was employed, using a non-probability sampling technique with the axial sampling method, involving 96 respondents. Data was collected through questionnaires distributed via Google Forms. The study's findings indicate that brand image has a positive and significant influence on purchasing decisions in online shopping through Shopee. Similarly, the e-WOM (electronic word-of-mouth) variable also exerts a positive and significant impact on purchasing decisions. Customer ratings further contribute positively and significantly to purchasing decisions on Shopee e-commerce. These findings highlight the crucial role of brand perception, online consumer reviews, and ratings in shaping purchasing behavior in e-commerce. Business actors on Shopee can leverage these factors to enhance their marketing strategies and build consumer trust.

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