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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

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

Author

Listed:
  • Jordy Alexi Yohans

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

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.

Suggested Citation

  • Jordy Alexi Yohans & Ratih Hurriyati & Heny Hendrayati, 2024. "The Effect of Electronic Word of Mouth and Brand Image on Purchase Decision on Consumers of J&T Express Delivery Services," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Ade Gafar Abdullah & Sulastri & Lisnawati & Yusuf Murtadlo (ed.), Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), pages 439-446, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-234-7_43
    DOI: 10.2991/978-94-6463-234-7_43
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