PENGARUH CITRA MEREK, PROMOSI DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK ECOKING DI KOTA BATAM

Abstrak

Business development in the city of Batam is currently increasing rapidly so that competition appears everywhere and is a major challenge for the company concerned. Companies must create strategies to face competition and attract consumers for the sustainability of a product. At the same time, it also makes consumers reach the purchasing decision stage, where the purchasing decision is the final step in purchasing a product by consumers, whether the consumer will buy it, where to buy it and when they will buy it. The aim of this research is to test the purchasing decision model for EcoKing products using three independent variables, namely Brand Image, Promotion and E - WOM. The research method that will be used is a quantitative method with hypothesis testing