Pengaruh Elektronik Word of Mouth (E-WOM) and Brand Image Terhadap Keputusan Pembelian Konsumen Milenial di Bandung Pada era Pandemic Covid - 19

Abstract

This study aims to determine the effect of electronic word of mouth and brand image to purchase decisions of millennial customer in Bandung during the Covid-19 pandemic with a case study: e-commerce Shopee. This type of research is descriptive and associative. The population in this study are millennial customers in Bandung who actively use Shopee e-commerce. The research sample was 100 respondents and data analysis using SMART PLS. The results of this study indicate that the E-wom (X1) and the Brand Image (X2) have a positive and significant effect on Shopee’s millennial customer purchase decisions in Bandung during the Covid-19 pandemic era as much as 96%.