April 23, 2024J-MAS (Jurnal Manajemen dan Sains)Open Access

The Influence of Brand Image, Electronic Word of Mouth, and Product Quality on Consumer Purchasing Decisions For Marina Products in Batam City

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Authors

RDResa DesmirasariUniversitas Putera Batam HHHikmah HikmahDiponegoro University

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Implication

Quantitative study demonstrates enhanced consumer purchasing decisions in 204 consumers, highlighting the joint influence of brand image, electronic word of mouth, and quality.

Key Points

Consumer purchasing decisions improve substantially when supported by brand image, electronic word of mouth, and high product quality in retail.
Multiple linear regression analysis reveals an adjusted R square of 75.8% across 204 survey respondents, confirming model predictive power.
Highlights demonstrate that strategic marketing must prioritize brand image and product quality, although unmeasured variables explain 24.2% of variance.

Cite This Study

Desmirasari et al. (2024) studied this question.

synapsesocial.com/papers/68e6e09eb6db64358765c783 https://doi.org/10.33087/jmas.v9i1.1594

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Implication

Quantitative study demonstrates enhanced consumer purchasing decisions in 204 consumers, highlighting the joint influence of brand image, electronic word of mouth, and quality.

The Influence of Brand Image, Electronic Word of Mouth, and Product Quality on Consumer Purchasing Decisions For Marina Products in Batam City

Discussion

Member takes

Implication

Key Points

Cite This Study

The Influence of Brand Image, Electronic Word of Mouth, and Product Quality on Consumer Purchasing Decisions For Marina Products in Batam City

Discussion

Member takes

Implication

Key Points

Cite This Study

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Also Consider