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"Penelitian ini untuk mengetahui pengaruh variasi electronic word-of-mouth positif terhadap persepsi kualitas pengguna TransJakarta dengan citra merek sebagai moderator dengan partisipan pengguna rutin TransJakarta (N=122). Penelitian ini merupakan penelitian eksperimen lapangan dengan desain faktorial 2 (variasi electronic word-of-mouth positif: teks vs teks-gambar) x 2 (citra merek: no salience vs salience) randomized between group dengan pretest dan posttest. Partisipan terbagi dalam empat kelompok eksperimen yaitu kelompok teks, kelompok teks-gambar, kelompok teks salience, dan kelompok teks-gambar salience. Penelitian dilakukan dengan memberikan screen capture electronic word-of-mouth positif sebanyak 14 buah ke setiap kelompok selama 10 hari melalui chatgroup LINE dan WhatsApp.Hasil menunjukkan bahwa variasi electronic word-of-mouth positif tidak berpengaruh secara signifikan terhadap persepsi kualitas (F = 0,157, p > 0,05). Interaksi antara variasi electronic word-of-mouth positif dan citra merek berpengaruh terhadap persepsi kualitas (F = 12,302; p < 0,05). Hal ini menunjukkan bahwa interaksi variasi electronic word-of-mouth positif dengan citra merek berpengaruh terhadap persepsi kualitas. Dengan demikian pengelola bus TransJakarta dapat memberikan electronic word-of-mouth positif berupa teks dan teks-gambar serta meningkatkan citra merek sehingga dapat memengaruhi persepsi kualitas pengguna bus TransJakarta."

"Potential user merupakan orang yang secara potensial dapat menggunakan barang atau jasa tertentu, meskipun saat ini belum menggunakan. Partisipan penelitian ini adalah potential user bus TransJakarta (N=123). Metode yang digunakan adalah eksperimen dengan tipe field experiment dengan desain 2 (variasi eWOM: teks vs teks gambar) x 2 (citra merek: salience citra merek vs non-salience citra merek) faktorial between subject. Hasil penelitian menunjukkan bahwa terdapat pengaruh variasi eWOM terhadap intensi menggunakan bus TransJakarta (t=-9,262;p<0,05). Kelompok yang diberikan teks gambar tidak memiliki mean skor intensi menggunakan bus TransJakarta lebih tinggi dibandingkan kelompok yang diberikan teks (F(1,119)= 0,468; p>0,05). Kelompok yang diberikan salience citra merek tidak memiliki mean skor intensi menggunakan bus TransJakarta lebih tinggi dibandingkan kelompok yang tidak diberikan salience citra merek (F(1,119)= 3,084; p>0,05). Kelompok yang diberikan salience citra merek tidak berinteraksi secara signifikan dengan eWOM teks dan eWOM teks gambar terhadap intensi menggunakan bus TransJakarta (F(1,119)= 0,287; p>0,05). Variasi eWOM mempengaruhi intensi menggunakan bus TransJakarta, tetapi tidak dimoderasi oleh citra merek. Pengelola bus Transjakarta dapat menjadikan eWOM sebagai media komunikasi untuk meningkatkan intensi menggunakan bus TransJakarta pada potential user.

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Potential user is a person who can potentially use particular product or service, althougt there is currently. The participants of this study is the potential users by bus TransJakarta (N = 123). The method used is experiment with the type of field experiment with 2 (variation eWOM: vs. text caption) x 2 (the brand image: the image of the brand salience vs. non-salience brand image) between subject factorial design. Results showed that there eWOM variation effect to the intention to use Transjakarta (t = -9.262; p <0.05). There is no significant effect on the variable eWOM variation (F (1,119) = 0.468; p> 0.05), the groups that were given the text image does not have the intention to use Transjakarta, the scores higher than the group that was given the text. There is a no significant effect on the brand image variable (F (1,119) = 3.084; p> 0.05), the score of a given group of salience the brand image is not higher than the group that was not given salience brand image. There was no significant interaction effect between variation eWOM, and brand image (F (1,119) = 0.287; p> 0.05), the groups that were given salience the brand image does not interact significantly with eWOM text and captions to the intention to use Transjakarta. Variations eWOM affect the intention of using bus TransJakarta, but aren?t moderated by the brand image. Operation of bus Transjakarta can make eWOM as communication media to increase intention to use bus TransJakarta on potential users."

"konsumen. Bisnis yang beroperasi di industri di mana persaingan antar merek sangat ketat, seperti industri makanan dan minuman, harus mampu beradaptasi dan mengikuti perubahan ini untuk mempertahankan keunggulan kompetitif di pasar. Penggunaan platform media sosial Instagram dalam aktivitas sehari-hari merupakan salah satu contoh transformasi besar yang terjadi pada banyak pelanggan. Banyak bisnis yang memanfaatkan pergeseran ini sebagai peluang untuk melakukan aktivitas pemasaran di media sosial Instagram sebagai platform untuk mengkomunikasikan konten promosi mereka. Kegiatan pemasaran media sosial diharapkan menjadi alat pemasaran baru yang dapat menghubungkan merek dan pelanggan lebih erat dengan menghilangkan hambatan ruang dan waktu. Penelitian kuantitatif ini dilakukan untuk menguji pengaruh pemasaran media sosial suatu merek terhadap niat beli pelanggan yang diukur melalui ekuitas merek dan e-WOM. Sebanyak 277 pengguna Instagram Generasi Z yang juga merupakan pelanggan suatu brand makanan dan minuman dikumpulkan melalui metode purposive sampling dan dianalisis menggunakan metode pemodelan Partial Least Squares – Structural Equation Model (PLS-SEM). Temuan penelitian ini mengungkapkan bahwa aktivitas pemasaran media sosial memengaruhi niat beli, dan aktivitas pemasaran media sosial memengaruhi ekuitas merek, ekuitas merek memengaruhi e-WOM, dan e-WOM memengaruhi niat beli.

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In the midst of today's technological advancements, many sectors are influenced, including shifting in consumer marketing patterns. Businesses operating in industries where brand rivalry is fierce, such as the food and beverage industry, must be able to adapt and keep up to these changes in order to maintain a competitive advantage in the market. The usage of the Instagram social media platform in daily activities is one example of a huge transformation that has happened in many customers. Many businesses are taking advantage of this shift as a chance to conduct marketing activities on Instagram social media as a platform to communicate their promotional content. Right now, Social media marketing activities are one of the most significant marketing tools that may connect brands and customers more intimately with eliminating space and time barriers. This quantitative research was conducted to examine the influence of a brand's social media marketing on customer's purchase intention as measured through brand equity and e-WOM. A total of 277 Generation Z Instagram users who are also customers of a food and beverage brand were collected through purposive sampling method and analyzed using the Partial Least Squares – Structural Equation Model (PLS-SEM) modeling method. The findings of this study reveal that social media marketing activities affect purchase intention, and that social media marketing activities affect brand equity, brand equity has an effect on e-WOM, and e-WOM has an effect on purchase intention."

"This study aims to examine and analyze the influence of electronic word of mouth EWOM, brand awareness and brand image on purchase intention of online transportation in Indonesia. The research data is based on 338 respondents who have taken the online questionnaire, and are those who have not yet used online transportation in Indonesia, but have obtained information about it through online media. Purposive sampling method has been used in this research where population members selected to participate in this research is based on the authors judgment. The analysis method used is structural equation model SEM through AMOS software.The result shows that there is a positive and significant influence of electronic word of mouth, brand awareness, and brand image on purchase intention with brand image as a mediator between electronic word of mouth, brand awareness and purchase intention variables. This research certainly has several limitations, thus future research may include other variables in order to obtain new knowledge and understanding in the context of online transport.

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Penelitian ini bertujuan untuk menguji dan menganalisa pengaruh electronic word of mouth, brand awareness, dan brand image terhadap purchase intention pada transportasi online di Indonesia. Data penelitian berdasarkan 338 responden yang berpartisipasi melalui kuisioner online, dan responden yang belum pernah menggunakan transportasi online di Indonesia, tetapi pernah membaca informasi terkait transportasi online via media online. Metode sampling yang digunakan adalah metode purposive sampling, yaitu pemilihan sampel dengan beberapa kriteria tertentu/ Metode analisis yang digunakan dalam penelitian ini adalah structural equation model SEM dengan bantuan software AMOS.

Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan variabel electronic word of mouth, brand awareness, brand image terhadap purchase intention, serta brand image berperan sebagai mediator antara electronic word of mouth, brand awareness dan purchase intention. Penelitian ini tentunya memiliki beberapa keterbatasan, sehingga penelitian selanjutnya disarankan untuk menggunakan variabel penelitian lainnya yang bertujuan untuk mendapatkan pengetahuan dan pemahaman baru dalam konteks transportasi online."

"Komunitas pengguna bus TransJakarta adalah fenomena unik di Jakarta, karena bertentangan dengan teori consumer engagement. eWOM dan citra merek diprediksi mampu meningkatkan consumer engagement pengguna bus TransJakarta. Partisipan adalah pengguna rutin TransJakarta yang memiliki akun sosial media (n=122). Penelitian field experiment dengan desain 2( eWOM teks dan eWOM teks gambar) x 2(citra merek positif dan non citra merek) desain faktorial. Kelompok partisipan mendapatkan eWOM gambar dan kelompok eWOM teks gambar mengenai bus TransJakarta serta ada tambahan salience mengenai citra merek bus TransJakarta. Hasil penelitian menunjukkan tidak terdapat pengaruh variasi eWOM terhadap consumer engagement nilai F(1,122) = 1,791, p>0,05 yang berarti tidak ada efek pengaruh dari variasi eWOM (teks dan teks gambar) terhadap consumer engagement. Efek moderasi yang diduga bisa muncul dari variabel citra merek ternyata tidak menunjukkan signifikansi dalam analisa hasil penelitian, nilai F(1,122) = 1,257, p>0,05 menunjukkan moderator citra merek tidak dapat menguatkan ataupun melemahkan pengaruh variasi eWOM terhadap consumer engagement.

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Busway bus user community is a unique phenomenon in Jakarta, because this phenomenon contradictive with consumer engagement theory. eWOM and brand image predicted to increase consumer engagement bus of TransJakarta users. Participants are bus of TransJakarta users who have social media accounts (n=122). Field experiment research design with 2 (eWOM text and eWOM text images) x 2 (positive brand image and non-image brand) factorial design. Groups of participants get eWOM text and eWOM text images on bus of TransJakarta and salience of the brand image bus of TransJakarta.

The results showed value of F (1,122) = 1.791, p> 0.05, which means there is no effect of the influence of variations eWOM (text and text images) to consumer engagement. Moderating effects that allegedly could arise from the brand image variables did not show significance in the analysis of the research results, the value of F (1,122) = 1.257, p> 0.05 indicates moderator brand image can not strengthen or weaken the effect of variation eWOM to consumer engagement."

"[Tujuan dari penelitian ini untuk melihat pengaruh variasi elemen dan melihat perbedaan pengaruh variasi elemen electronic word-of-mouth positif berupa teks dan gambar-teks terhadap sikap merek pada mengguna bus TransJakarta. Tipe penelitian ini adalah field experiment dengan desain randomized between-subject design (pretest & posttest). Terdapat dua kelompok eksperimen yaitu kelompok variasi elemen teks dan gambar-teks. Partisipan (n = 89) adalah pengguna bus TransJakarta yang memiliki aplikasi LINE. Penelitian dilakukan dengan memberikan 28 electronic word-of-mouth positif selama 7 hari melalui grup LINE. Alat ukur sikap merek sudah diadaptasi dari Wu dan Wang (2011). Hasil penelitian menunjukkan bahwa variasi elemen electronic word-of-mouth positif secara signifikan mempengaruhi sikap merek pada pengguna bus TransJakarta dengan nilai (t(88) = 2.930, p < 0.05). selain itu, variasi elemen electronic wordof- mouth tidak berbeda secara signifikan berpengaruh terhadap sikap merek pada pengguna bus TransJakarta dengan nilai (t(87) = 1.679, p > 0.05).

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The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users? brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users? brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users? brand attitude (t(87) = 1.679, p > 0.05).;The purpose of this study was to examine the effect of positive electronic wordof- mouth element variation that are text and text-with-picture towards TransJakarta bus users’ brand attitude. This study was field experiment study with randomized between-subject design (pretest & posttest). The participants (n=89) of this study were a TransJakarta user that used TransJakarta at least four days in a week. Researcher divided the participants into two experiment groups, text-only positive electronic word-of-mouth and text-with-picture positive electronic wordof- mouth. The research was done by giving 28 electronic word-of-mouths for 7 days. The brand attitude was measured by using Wu and Wang (2011) brand attitude scale. The findings showed that electronic word-of-mouth element variation affects TransJakarta users’ brand attitude (t(88) = 2.930, p < 0.05). The other findings suggest that there was no significant differences of the effects of electronic word-of-mouth on TransJakarta users’ brand attitude (t(87) = 1.679, p > 0.05)., The purpose of this study was to examine the effect of positive electronic wordof-

mouth element variation that are text and text-with-picture towards

TransJakarta bus users’ brand attitude. This study was field experiment study with

randomized between-subject design (pretest & posttest). The participants (n=89)

of this study were a TransJakarta user that used TransJakarta at least four days in a

week. Researcher divided the participants into two experiment groups, text-only

positive electronic word-of-mouth and text-with-picture positive electronic wordof-

mouth. The research was done by giving 28 electronic word-of-mouths for 7

days. The brand attitude was measured by using Wu and Wang (2011) brand

attitude scale. The findings showed that electronic word-of-mouth element

variation affects TransJakarta users’ brand attitude (t(88) = 2.930, p < 0.05). The

other findings suggest that there was no significant differences of the effects of

electronic word-of-mouth on TransJakarta users’ brand attitude (t(87) = 1.679, p >

0.05).]"

"Persaingan yang sangat kompetitif di pasar global, membuat pemasar harus mencari cara yang tepat untuk dapat mempertahankan posisinya. Salah satu cara yang sebaiknya dilakukan adalah membangun dan memelihara hubungan baik dengan konsumen, sehingga sebuah brand dapat mencapai kesuksesan dengan kepercayaan yang telah diberikan.Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari self - expressive brand, brand trust dan hedonic product terhadap brand love. Selain itu penulis juga ingin mengetahui apakah brand love mampu mempengaruhi konsumen untuk mendorong perilaku positive word of mouth baik secara online maupun offline melalui moderasi experience dan price.Studi ini berfokus pada brand Nike, salah satu sportswear brand yang cukup dikenal oleh masyarakat. Ditambah lagi, tingkat kesadaran akan pentingnya melakukan aktifitas olahraga membuat brand tersebut semakin diminati. Metode yang digunakan dalam penelitian ini adalah Structural Equation Modelling dengan pendekatan Partial Least Square.Hasil dari penelitian ini menunjukan bahwa terdapat pengaruh positif yang signifikan antara self - expressive brand, brand trust dan hedonic product terhadap brand love. lain itu, brand love juga menunjukan pengaruh positif pada perilaku WOM dan EWOM. Sedangkan untuk variabel experience dan price tidak memoderasi hubungan antara brand love dengan WOM maupun EWOM.

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The highly competitive competition in global market place, makes marketers need to find the right way to maintain their position. One of the best ways is to build and maintain good relationships with consumers, so that a brand can achieve success with the trust that has been given.

The purpose of this research is to know the effect of self expressive brand, brand trust and hedonic product to brand love. Moreover, the authors also want to know whether brand love is able to influence consumers to encourage positive word of mouth behavior both online and offline through experience and price moderation.

This study focuses on the Nike brand, one of the sportswear brand that is well known to the public. In addition, the level of awareness of the importance of doing sports activities makes the brand more in demand. Method used in this research is Structural Equation Modeling with Partial Least Square approach.

The results of this study indicate that there is a significant positive effect between self expressive brand, brand trust and hedonic product to brand love. Furthermore, brand love also shows a positive effect on the behavior of WOM and EWOM. As for the experience and price variable do not moderate the relationship between brand love with WOM and EWOM."

"eWOM telah diketahui mampu memengaruhi intensi membeli atau intensi menggunakan suatu produk (Ladhari & Michaud, 2015; Mauri & Minazzi, 2013; Park & Kim, 2008; Park & Lee, 2009; Qu, 2015; Zhang, Ye, Law, & Li, 2010) dan diduga efeknya akan berbeda tergantung pada tipenya, positif atau negatif (Ladhari & Michaud, 2015; Mauri & Minazzi, 2013), serta tergantung pada elemennya, teks atau visual (Hoffman & Daugherty, 2013; Lin, Lu, & Wu, 2012) sehingga tujuan dari penelitian ini adalah untuk mencari tahu cara mengubah potential user bus TransJakarta menjadi user bus TransJakarta dengan melihat pengaruh variasi elemen eWOM positif terhadap intensi, khususnya intensi menggunakan bus TransJakarta. Penelitian ini merupakan penelitian eksperimental dengan desain penelitian randomized two-groups design (pretest & posttest). eWOM yang digunakan dalam penelitian ini berbentuk ulasan online yang diberikan pada partisipan (n=62) selama 7 hari melalui aplikasi instant messaging LINE. Hasil penelitian menunjukkan bahwa eWOM positif, baik berupa teks maupun teks-gambar, dapat meningkatkan intensi menggunakan bus TransJakarta (t(61) = 7.729; p < .01). Akan tetapi, peningkatan skor intensi menggunakan bus TransJakarta tidak berbeda secara signifikan pada kelompok yang diberi eWOM berupa teks dan eWOM berupa teks-gambar (t(60) = .582, p > .01). Selanjutnya, penelitian ini juga mendiskusikan temuan penelitian, saran untuk penelitian selanjutnya, serta implikasi praktis dari penelitian.

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eWOM is known for its effect on purchase intention or intention to use a product (Ladhari & Michaud, 2015; Mauri & Minazzi, 2013; Park & Kim, 2008; Park & Lee, 2009; Qu, 2015; Zhang, Ye, Law, & Li, 2010) and it is assumed that the effect will be difference according to its type, positive or negative (Ladhari & Michaud, 2015; Mauri & Minazzi, 2013), and depends on its elements, text or visual (Hoffman & Daugherty, 2013; Lin, Lu, & Wu, 2012). Therefore, the purpose of this study was to seek how potential user of TransJakarta can be the actual user of TransJakarta by examining the effect of positive eWOM element variation on intention, specifically on intention to use TransJakarta bus. This study was an experimental study with randomized two-groups design (pretest & posttest). eWOM used in this study were online reviews about TransJakarta that was given to the participants (n=62) for seven days with the used of instant messaging application LINE. The findings of this study showed that positive eWOM, either text-only or with visual information increased the intention to use TransJakarta bus (t(61) = 7.729; p < .01). However, the increasing scores of the two experiment groups, the group that got text-only online review and the group that got text-with-visual-information online review, were not significantly different (t(60) = .582, p > .01). These findings led to discussions and suggestions for further research, as well as the practical implications, that are included in this paper.;eWOM is known for its effect on purchase intention or intention to use a product (Ladhari & Michaud, 2015."

"Artikel ini mendiskusikan implikasi word of mouth (WOM) dan electronic word of mouth (eWOM) terhadap brand image. Data sekunder berupa penelitian terdahulu menunjukkan adanya implikasi WOM dan eWOM terhadap brand image. Analisis dilakukan dengan pendekatan exploratory sequential mixed methods. Artikel ini juga mendiskusikan perkembangan implikasi WOM dan eWOM terhadap brand image selama lima tahun terakhir dari 10 jurnal dengan pendekatan mixed method dan kuantitatif. Analisis kuantitatif menunjukkan bahwa penelitian terdahulu cenderung termasuk dalam bidang studi ilmu sosial, berlokasi di Asia, menggunakan WOM dan eWOM sebagai variabel independen dan brand image sebagai variabel dependen, serta dilakukan dengan pendekatan kuantitatif. Analisis kualitatif berbasis desk review menunjukkan bahwa terdapat hubungan yang saling memengaruhi antara WOM dan eWOM dengan brand image. WOM dan eWOM berpengaruh dalam membentuk brand image dalam benak konsumer. Apabila pengalaman konsumer dengan suatu brand bersifat positif, konsumer akan terdorong menyebarkan WOM atau eWOM yang positif, begitu pula sebaliknya.

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This article discusses the implications of word of mouth (WOM) and electronic word of mouth (eWOM) on brand image. Secondary data in the form of previous research shows the implications of WOM and eWOM on brand image. The analysis was performed using an exploratory sequential mixed methods approach. This article also discusses the development of the implications of WOM and eWOM on brand image during the last five years from 10 journals using mixed method and quantitative approaches. Quantitative analysis shows that previous research tends to belong to the field of social science studies, located in Asia, using WOM and eWOM as independent variables and brand image as dependent variables, and is carried out with a quantitative approach. Qualitative analysis based on desk review shows that there is an interdependence between WOM, eWOM and brand image. WOM and eWOM are influential in shaping the brand image in the minds of consumers. If the consumers’ experience with a brand is positive, consumers will be encouraged to spread positive WOM or eWOM, and vice versa."

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Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Ease of Use dan Electronic Word of Mouth (eWOM) terhadap Purchase Decision dengan Brand Image sebagai variabel mediasi pada pengguna TikTok Shop di daerah Jabodetabek. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada 120 responden yang merupakan pengguna aktif TikTok Shop di wilayah Jabodetabek. Hasil penelitian menunjukkan bahwa Perceived Ease of Use memiliki pengaruh positif dan signifikan terhadap Purchase Decision. Selain itu, eWOM juga terbukti berpengaruh positif dan signifikan terhadap Purchase Decision. Brand Image sebagai variabel mediasi terbukti memperkuat pengaruh antara Perceived Ease of Use dan eWOM terhadap Purchase Decision. Temuan ini mengindikasikan bahwa kemudahan penggunaan platform dan ulasan positif dari pengguna lain dapat meningkatkan keputusan pembelian, yang selanjutnya diperkuat oleh citra merek yang baik. Penelitian ini memberikan implikasi praktis bagi para pemasar dan pengembang aplikasi e-commerce, khususnya TikTok Shop, untuk terus meningkatkan kemudahan penggunaan platform dan mendorong ulasan positif pengguna sebagai strategi untuk memperkuat citra merek dan meningkatkan keputusan pembelian.

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This study aims to analyze the influence of Perceived Ease of Use and Electronic Word of Mouth (eWOM) on Purchase Decision with Brand Image as a mediating variable among TikTok Shop users in the Jabodetabek area. The research method used is quantitative with a survey approach. Data was collected through questionnaires distributed to 120 respondents who are active users of TikTok Shop in the Jabodetabek area. The results of the study show that Perceived Ease of Use has a positive and significant effect on Purchase Decision. Additionally, eWOM also proved to have a positive and significant effect on Purchase Decision. Brand Image as a mediating variable was found to strengthen the influence of Perceived Ease of Use and eWOM on Purchase Decision. These findings indicate that the ease of use of the platform and positive reviews from other users can enhance purchase decisions, which is further reinforced by a good brand image. This study provides practical implications for marketers and e-commerce application developers, especially TikTok Shop, to continuously improve the ease of use of the platform and encourage positive user reviews as a strategy to strengthen brand image and increase purchase decisions."