The Influence of Brand Image and Online Customer Review On Purchasing Decisions In Tokopedia E-Commerce In Bekasi Regency With Buying Interest As A Mediating Variable

Dinasti International Journal of Education Management And Social Science Pub Date : 2024-07-01 DOI:10.38035/dijemss.v5i5.2771

Ade Subakti, Adibah Yahya, Susan Kustiwan

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Abstract

The advancement of the digital technology era supports an increasingly modern way of consumer shopping, this is in accordance with various events that exist in today's society, one of which is offline shopping which has turned into online shopping. The purpose of this study is to create and develop an empirical conceptual model of how brand image and online customer review of purchasing decisions in Tokopedia E-commerce in Bekasi Regency with purchase interest become mediation variables. The results of the analysis concluded that brand image has a positive influence on purchasing decisions. Brand image has a positive influence on buying interest. Online customer reviews have a positive influence on purchasing decisions. Online customer reviews have no effect on buying interest. Buying interest has a positive effect on purchasing decisions. Brand image positively influences purchasing decisions mediated by purchase interest. Online customer reviews have no influence on the buyer's decision.

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以购买兴趣为中介变量，品牌形象和在线客户评论对勿加泗地区 Tokopedia 电子商务中购买决策的影响

数字技术时代的进步支持着越来越现代化的消费者购物方式，这与当今社会存在的各种事件是一致的，其中之一就是线下购物已转变为线上购物。本研究的目的是建立和发展一个实证概念模型，说明在勿加泗地区的 Tokopedia 电子商务中，品牌形象和在线客户评论如何与购买兴趣成为中介变量，从而影响购买决策。分析结果表明，品牌形象对购买决策有积极影响。品牌形象对购买兴趣有积极影响。在线客户评论对购买决策有积极影响。在线客户评论对购买兴趣没有影响。购买兴趣对购买决策有积极影响。品牌形象通过购买兴趣对购买决策产生积极影响。在线顾客评论对购买决策没有影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Dinasti International Journal of Education Management And Social Science

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