The Influence of Brand Image, Product Quality, and E-WOM on Purchasing Decisions on the Shopee Marketplace in Sidoarjo

Brand Image, Product Quality, and E-WOM are factors that influence purchasing decisions. In practice, many companies still do not realize how important these three are in influencing purchasing decisions. Therefore, this research needs to be carried out to prove that there is a significant influence of brand image, product quality and e-WOM on purchasing decisions. Researchers chose Shopee as the object in this research. This research uses quantitative methods with non-probability techniques using purposive sampling to obtain the data needed by researchers by distributing questionnaires to respondents. The analysis techniques used in this research include validity tests, reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression tests, coefficient of determination test, T tests. This study shows that brand image, product quality, and e-wom have a significant influence on purchasing decisions partially.