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

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Listed:
  • 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)

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

Suggested Citation

  • Hudyah Astuti Sudirman & Dewi Sartika & Marsha Anindita & Rahman Anshari, 2023. "The role of brand experience and E-Wom on purchase decisions," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 12(4), pages 572-577, June.
    • Handle: RePEc:rbs:ijbrss:v:12:y:2023:i:4:p:572-577
    DOI: 10.20525/ijrbs.v12i4.2551
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    References listed on IDEAS

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    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Nieto, Jannine & Hernández-Maestro, Rosa M. & Muñoz-Gallego, Pablo A., 2014. "Marketing decisions, customer reviews, and business performance: The use of the Toprural website by Spanish rural lodging establishments," Tourism Management, Elsevier, vol. 45(C), pages 115-123.
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