Pengaruh E-Wom, Brand Image dan Brand Trust yang Dimoderasi oleh Potongan Harga Terhadap Keputusan Pembelian di Tiktok Shop (Studi Pada Mahasiswa S1 Universitas Negeri Padang Angkatan 2019-2022)

Authors

  • Fauzul Bastian Pendidikan Ekonomi, Universitas Negeri Padang, Indonesia
  • Rino Rino Pendidikan Ekonomi, Universitas Negeri Padang, Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i2.9019

Keywords:

Brand Image, Brand Trust, Potongan Harga, Keputusan Pembelian

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh langsung dan tidak langsung dari variabel e-wom, brand image, brand trust serta potongan harga terhadap keputusan pembelian. Sampel yang digunakan peneliti pada penelitian ini berjumlah 170 responden. Hasil dari penelitian ini membuktikan bahwa terdapat pengaruh langsung dari variabel e-wom, brand image, dan brand trust terhadap keputusan pembelian. Serta terdapat pengaruh tidak langsung dari variabel e-wom dan brand image yang dimoderasi oleh potongan harga terhadap keputusan pembelian.

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Published

17-08-2023

How to Cite

Bastian, F., & Rino, R. (2023). Pengaruh E-Wom, Brand Image dan Brand Trust yang Dimoderasi oleh Potongan Harga Terhadap Keputusan Pembelian di Tiktok Shop (Studi Pada Mahasiswa S1 Universitas Negeri Padang Angkatan 2019-2022). Jurnal Pendidikan Tambusai, 7(2), 16672–16682. https://doi.org/10.31004/jptam.v7i2.9019

Issue

Vol. 7 No. 2 (2023): Agustus 2023

Section

Articles of Research

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