Pengaruh Brand Image dan Electronic Word of Mouth terhadap Minat Beli Konsumen pada Bukalapak

Abstract

This study aims to determine the effect of Brand image and Electronic Word of Mouth on consumer buying interest in Bukalapak. This study also proves the influence of Brand Image as seen from the three dimensions of strength of brand associations, favorability of brand associations, and uniqueness of brand associations on purchase intention, as well as the influence of Electronic Word of Mouth seen from the three dimensions of intensity, valence of opinion, and content. on buying interest. These two variables will also see their partial influence on consumer buying interest in Bukalapak. The method used in this research is quantitative with purposive sampling data collection technique. The criteria for respondents in this study were internet users respondents and had made a purchase through Bukalapak at least once. The research data was obtained by distributing questionnaires to 100 samples that matched the criteria. Analysis of the data used is statistical analysis in the form of multiple linear regression test with SPSS 25 software. The results of this study indicate that partially and simultaneously, Brand image and Electronic Word of Mouth variables have a positive and significant effect on buying interest. Therefore, the assumption in this study states that if the Brand image and Electronic Word of Mouth variables increase, the buying interest will also increase.