ELECTRONIC WORD OF MOUTH, BRAND IMAGE, CUSTOMER TRUST, ONLINE CUSTOMER RATING AND PROMOTION ON CUSTOMER PURCHASING DECISIONS ON TOKOPEDIA MARKETPLACE
Abstract viewed = 0 times
pdf downloaded = 0 times
Abstract
The purpose of this study is to analyze and determine the influence of Electronic Word of Mouth (E-WOM), Brand Image, Customer Trust, Online Customer Rating, and Promotion on consumer purchasing decisions in Indonesia on the Tokopedia marketplace. The population of this study is all provinces in Indonesia and active users and all individuals who have made purchases or transactions on Tokopedia, the method of determining samples with the Roscoe formula so that 100 people were obtained. The sampling technique carried out is accidental sampling technique Data analysis in this study used multiple linear regression. Based on the results of the study shows that Customer Trust and Online Customer Rating do not have a significant influence on consumer purchasing decisions, while Electronic Word Of Mouth, Brand Image and Promotion have a significant positive influence on consumer purchasing decisions.
References
Almana, M., & Mirza, A. (2013). The Impact Of Electronic Word Of Mouth On Cunsumer Purchasing Decision. International Journal of Computer Applications, 82(9), 23–31.
Arbaini, P., Wahab, Z., & Widiyanti, M. (2020). The Influence of Consumer Online Rating and Reviews on Purchase Decisions on Tokopedia Marketplace Users. Journal of Business and Management, 7(1), 25–33.
Auliya, Z. F., Umam, M. R. K., & Prastiwi, S. K. (2017). Online Customer Reviews (OTRs) and Ratings: New Forces in Online Marketing in Indonesia. Ebbank, 8(1), 89–98.
Damayanti, R. S. (2019). The Influence of Online Customer Review and Rating, E-Service Quality and Price on Buying Interest on the Shopee Online Marketplace (Empirical Study on Students of the University of Muhammadyah Magelang). Proceedings of the 2nd Business and Economics Conference In Utilizing Modern Technology, 685–693.
Firmansyah, Anang. (2019), Product and Brand Marketing (Planning & Strategy), East Java: CV Publisher Qiara Media.
Ghozali, I. (2018). Multivariate analysis application with IBM SPSS program. Semarang: Publishing Agency of Diponegoro University.
Ilhamah, I., Pudyaningsih, R., & Akramiah, N. (2023). Sales promotion and Electronic Word of Mouth (e-WOM) on the purchase decision of fashion products. EMA Journal, 8(1), 95. https://doi.org/10.51213/ema.v8i1.337
Kotler, P., & Armstrong, G. (2019). Marketing an Introduction. UK: Pearson Education Inc.
Kotler, P., & Keller, K. L. (2016a). Marketing Management 1&2 (12 ed.). Jakarta: Index.
Lin, C., Wu, Y.-S., & Chen, J. V. (2013). Electronic Word-of-Mouth: The Moderating Roles of Product Involvement and Brand Image. Paper presented at International Conference on Technology Innovation and Industrial Management. Taken from https://api.semanticscholar.org/CorpusID:13226218
Prabawa, I. M., Ekawati, N. W., Yasa, N. N. K., & Suparan, G. (2023). Customer Experience and Brand Image to Build Consumer Satisfaction and Repurchased Intention. Denpasar: Lakeisha.
Pramezwary, A., Djakasaputra, A., & Tarigan, A. (2022). Marketing Basics. NEM Publishers. Retrieved from
Prasetyo, B. D., Febriani, N. S., Asmara, W. W., Tamitiadini, D. D., Destrity, N. A., Avina, D. A. A., & Illahi, A. K. (2018). Unified Marketing Communication: Traditional Approaches to the New Media Era. Malang: UBPress.
Safitri, B. (2022). The Influence of Customer Trust and Online Promotion on Consumer Purchase Decisions at Msglow Cosmetics Store Pusat Lamongan. Journal of Accounting Economic Management, 2(4), 1–10.
Sukmawati, I., & Massie, J. D. D. (2015). Customer Trust Toward Customer Loyalty In PT Air Manado The Effects Of Service Quality Mediated By Customer Satisfaction And Trust Toward Customer Loyalty In PT Air Manado. EMBA Journal: Journal of Economics, Management, Business, Accounting Research, 3(3), 729–742.
Syarifuddin, Ichsan, A. S., Romlah, L. S., Riastuti, R. D., Rustinar, E., Kurdi, M. S., Bata, F. (2022). Literacy Movement as Children's Character Development. PGMI STIQ Press.
Todingbua, M. A. (2022). Seize opportunities through intellectual capital. Makassar: Nas Media Pustaka.
Wibowo, A. (2015). The Influence of Electronic Word of Mouth and Brand Image on Purchase Intention in Android-Based Samsung Smartphone Consumers. Journal of Management Science, 12(1), 71–88.
Yunita, P., & Indriyatni, L. (2022). The Influence of Brand Image, Advertising Attractiveness, and Celebrity Endorsers on MS Glow Purchase Decisions (Case Study on MS Glow Customers in Semarang City). Proceedings of the National Seminar
Arbaini, P., Wahab, Z., & Widiyanti, M. (2020). The Influence of Consumer Online Rating and Reviews on Purchase Decisions on Tokopedia Marketplace Users. Journal of Business and Management, 7(1), 25–33.
Auliya, Z. F., Umam, M. R. K., & Prastiwi, S. K. (2017). Online Customer Reviews (OTRs) and Ratings: New Forces in Online Marketing in Indonesia. Ebbank, 8(1), 89–98.
Damayanti, R. S. (2019). The Influence of Online Customer Review and Rating, E-Service Quality and Price on Buying Interest on the Shopee Online Marketplace (Empirical Study on Students of the University of Muhammadyah Magelang). Proceedings of the 2nd Business and Economics Conference In Utilizing Modern Technology, 685–693.
Firmansyah, Anang. (2019), Product and Brand Marketing (Planning & Strategy), East Java: CV Publisher Qiara Media.
Ghozali, I. (2018). Multivariate analysis application with IBM SPSS program. Semarang: Publishing Agency of Diponegoro University.
Ilhamah, I., Pudyaningsih, R., & Akramiah, N. (2023). Sales promotion and Electronic Word of Mouth (e-WOM) on the purchase decision of fashion products. EMA Journal, 8(1), 95. https://doi.org/10.51213/ema.v8i1.337
Kotler, P., & Armstrong, G. (2019). Marketing an Introduction. UK: Pearson Education Inc.
Kotler, P., & Keller, K. L. (2016a). Marketing Management 1&2 (12 ed.). Jakarta: Index.
Lin, C., Wu, Y.-S., & Chen, J. V. (2013). Electronic Word-of-Mouth: The Moderating Roles of Product Involvement and Brand Image. Paper presented at International Conference on Technology Innovation and Industrial Management. Taken from https://api.semanticscholar.org/CorpusID:13226218
Prabawa, I. M., Ekawati, N. W., Yasa, N. N. K., & Suparan, G. (2023). Customer Experience and Brand Image to Build Consumer Satisfaction and Repurchased Intention. Denpasar: Lakeisha.
Pramezwary, A., Djakasaputra, A., & Tarigan, A. (2022). Marketing Basics. NEM Publishers. Retrieved from
Prasetyo, B. D., Febriani, N. S., Asmara, W. W., Tamitiadini, D. D., Destrity, N. A., Avina, D. A. A., & Illahi, A. K. (2018). Unified Marketing Communication: Traditional Approaches to the New Media Era. Malang: UBPress.
Safitri, B. (2022). The Influence of Customer Trust and Online Promotion on Consumer Purchase Decisions at Msglow Cosmetics Store Pusat Lamongan. Journal of Accounting Economic Management, 2(4), 1–10.
Sukmawati, I., & Massie, J. D. D. (2015). Customer Trust Toward Customer Loyalty In PT Air Manado The Effects Of Service Quality Mediated By Customer Satisfaction And Trust Toward Customer Loyalty In PT Air Manado. EMBA Journal: Journal of Economics, Management, Business, Accounting Research, 3(3), 729–742.
Syarifuddin, Ichsan, A. S., Romlah, L. S., Riastuti, R. D., Rustinar, E., Kurdi, M. S., Bata, F. (2022). Literacy Movement as Children's Character Development. PGMI STIQ Press.
Todingbua, M. A. (2022). Seize opportunities through intellectual capital. Makassar: Nas Media Pustaka.
Wibowo, A. (2015). The Influence of Electronic Word of Mouth and Brand Image on Purchase Intention in Android-Based Samsung Smartphone Consumers. Journal of Management Science, 12(1), 71–88.
Yunita, P., & Indriyatni, L. (2022). The Influence of Brand Image, Advertising Attractiveness, and Celebrity Endorsers on MS Glow Purchase Decisions (Case Study on MS Glow Customers in Semarang City). Proceedings of the National Seminar
Published
2026-02-12
How to Cite
CHANDRA, Stefani et al.
ELECTRONIC WORD OF MOUTH, BRAND IMAGE, CUSTOMER TRUST, ONLINE CUSTOMER RATING AND PROMOTION ON CUSTOMER PURCHASING DECISIONS ON TOKOPEDIA MARKETPLACE.
LUCRUM : Jurnal Bisnis Terapan, [S.l.], v. 5, n. 4, p. 467-479, feb. 2026.
Available at: <https://www.ejournal.pelitaindonesia.ac.id/ojs32/index.php/lucrum/article/view/5799>. Date accessed: 15 feb. 2026.
Section
Articles
