The Effect Of E-Wom, Information Quality, And Brand Image on Samsung Smartphone Purchasing Decisions (A Study of Students of the Faculty of Economics, Methodist University of Indonesia)
DOI:
https://doi.org/10.59890/ijsas.v4i10.77Keywords:
E-WoM, Information Quality, Brand Image, Purchasing DecisionsAbstract
The purpose of this study is to determine the extent of the influence of E-WoM, Information Quality and Brand Image on Samsung Smartphone Purchasing Decisions. The research data was conducted by distributing questionnaires via Google Form. The sample taken in the study was a Study on Students of the Faculty of Economics, Methodist University of Indonesia. The research sample obtained by purposive sampling technique was 83 respondents with the help of the SPSS program. The results of the hypothesis test show that E-WoM, Information Quality and Brand Image together have a significant effect on purchasing decisions. These results can be seen by looking at the results of the f test, where the f table value is 3.09. Furthermore, comparing the f count value with the f table, the f count value is 6.284, where f count> f table (6.284> 3.09).
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