IS STRENGTHENING BRAND IMAGE, PROMOTION AND ELECTRONIC WORD OF MOUTH DURING COVID-19 PANDEMIC EFFECTIVE IN BOOSTING CUSTOMER PURCHASE DECISION?

Abstract

The main purpose of this research is to identify whether strengthening Brand Image, Promotion and Electronic Word of Mouth is effective to boost Customer Purchase Decision of Bukalapak Marketplace. Research method that is used is quantitative method. Total samples that are used for this research are 85 respondents, in the region of Jakarta, Bogor, Tangerang, and Bekasi, who had the experienced in using Bukalapak Marketplace. This research uses primary data which are collected through questionnaire. There are 3 test methods that were used to analyse the data gathered, which are classical assumption test, multiple regression analysis and goodness of fit test. Through all the test method that are used, the result for this research shows that Brand Image, Promotion and Electronic Word of Mouth are partially and simultaneously influenced the purchase decision.