Driving purchase decisions in the digital era: An analysis of the impact of EWOM and brand image for Glad2glow skincare products in Kendari City

Abstrak

This study aims to examine and analyze: (1) the effect of electronic word of mouth on TikTok on purchasing decisions for Glad2glow products in Kendari City, and (2) the effect of brand image on purchasing decisions for Glad2glow products in Kendari City. The population of this study consisted of all residents of Kendari City who have TikTok social media accounts and are familiar with or use content related to Glad2glow products, with an effectively unlimited population size. A total of 99 respondents were selected, based on the number of indicators multiplied by a constant value of n. The sampling technique used was convenience sampling. Data were analyzed using multiple linear regression. The results indicate that both electronic word of mouth and brand image have a positive and significant effect on purchasing decisions for Glad2glow products.

Kata kunci

• Brand Image
• electronic word of mouth
• purchase decision