The Effect of E-WOM, Lifestyle on Purchasing Decisions with Brand Image as a Mediating Variable
Case Study on Compass Official Shopee Shoes
DOI:
https://doi.org/10.46799/ajesh.v3i4.301Keywords:
E-WOM, Lifestyle, Brand Image, Purchasing DecisionAbstract
This research aims to explore how electronic word of mouth (E-WOM) and lifestyle impact buying choices, with brand image playing a role as a mediator. The study surveyed 140 individuals residing in Ciayumajakuning, selected using a purposive sampling method, and employed quantitative analysis. The target population comprised the Ciayumajakuning community who had purchased official Shopee compass shoes. The findings show that E-WOM and lifestyle significantly influence brand image and purchasing decisions. Additionally, brand image was identified as a mediator between E-WOM, lifestyle, and purchasing decisions. This investigation enhances comprehension of the factors influencing purchasing decisions regarding compass shoe products on Shopee's official platform, thus contributing significantly to understanding the interplay among E-WOM, lifestyle, brand image, and purchasing decisions in the context of compass shoes.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Hilyatul Aulia, Meisha Gia Tiara Praliana, Yono Maulana
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
