Website Quality, Brand Image, dan E-WOM Serta Pengaruhnya terhadap Online Purchase Intention Studi Pengunjung Website Berrybenka 

Website Quality, Brand Image and E-WOM and Their Influence On Online Purchase Intention Study of Berrybenka Website Visitors 

Tingginya daya beli masyarakat terhadap produk fashion menjadi peluang bagi perusahaan untuk menciptakan strategi bisnis baru untuk bersaing. Salah satu brand fashion di Indonesia adalah Berrybenka yang menawarkan berbagai macam kebutuhan fashion terbaru dan berkualitas. Namun, dalam pembelian konsumen yang dilakukan secara online melalui situs website, masih ditemukan ulasan negatif tentang Berrybenka. Penelitian ini bertujuan untuk menganalisis pengaruh website quality, brand image, dan e-WOM pada online purchase intention. Penelitian ini difokuskan pada pengunjung website Berrybenka sebagai sampel dengan menggunakan teknik nonprobability sampling. Kuisioner dibagikan kepada 200 responden menggunakan skala likert. Teknik analisis data menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa website quality dan brand image berpengaruh pada online purchase intention dan e-WOM tidak berpengaruh pada online purchase intention.

The high purchasing power of the people for fashion products is an opportunity for the company to create new business strategies to compete. One of the fashion brands in Indonesia is Berrybenka, which offers a variety of the latest and high-quality fashion needs. However, in consumer purchases made online through websites, there are still negative reviews about Berrybenka. This study aims to analyze the effect of website quality, brand image, and e-WOM on online purchase intentions. This study is focused on Berrybenka websites visitors as a sample with a nonprobability sampling technique. The questionnaire was taken to 200 respondents using a Likert scale. The data analysis technique used multiple linear regression. The results showed that website quality and brand image had an influence on online purchase intentions and e-WOM had no effect on online purchase intentions.