The Influence of Brand Image, Price and Electronic Word of Mouth on Purchasing Decisions at E-commerce Shopee: Pengaruh Brand Image, Harga dan Electronic Word of Mouth Terhadap Keputusan Pembelian di E-commerce Shopee

This research was conducted to determine the effect of brand image, price, andElectronic Word of Mouth on purchasing decisions at E-Commerce Shopee. Method which is used in this research using descriptive analysis with Research Model quantitative. The population in this study is community in Sidoarjo Regency ever did purchase at the shopee. The data collection technique for this research was taken by distributing questionnaires using a Likert scale with a total of 96 respondents obtained from the Cochran formula. The data analysis technique in this research uses Smart-PLS Version 3.0. the results of this study prove that: (1) Brand Image influences purchase decisions at Shopee, (2) Price influences Purchase Decisions at Shopee and (3)Electronic Word of Mouth effect on Purchase Decisions at Shope