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The Influence of Electronic Word-of-Mouth (eWOM), Brand Image, and Brand Loyalty on iPhone Purchase Decisions in Samarinda City
Abstract
This study aims to examine and analyze the influence of Electronic Word-of-Mouth (e-WOM), Brand Image, and Brand Loyalty on the purchase decisions of iPhone users in Samarinda City. The study population consists of all iPhone users in Samarinda City who are potential repeat purchasers. A purposive sampling technique based on specific criteria was employed, resulting in a sample of 130 respondents. Primary data were collected by distributing structured questionnaires via Google Forms. Data analysis was conducted using the Partial Least Squares-based Structural Equation Modeling (SEM-PLS) method with SmartPLS 3.0 software. The results indicate that the structural model has an R² value of 0.600, meaning that 60% of the variation in purchase decisions can be explained by the three independent variables. Hypothesis testing confirms that Electronic Word-of-Mouth (t=2.883; p=0.004), Brand Image (t=3.343; p=0.001), and Brand Loyalty (t=3.901; p=0.000) have a positive and significant effect on purchase decisions. Brand Loyalty emerged as the most dominant predictor influencing iPhone purchase decisions in Samarinda City.
Keywords:Brand Image, Brand Loyalty, Electronic Word-of-Mouth, Purchase Decision, iPhone.
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DOI: https://doi.org/10.35308/jbksm.v10i2.16239
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