THE INFLUENCE OF CORPORATE IMAGE, ELECTRONIC WORD OF MOUTH AND TRUST ON PURCHASE INTENTIONS IN E-COMMERCE IN BATAM

Abstract

The development of digital technology has brought significant changes to people's consumption patterns. One of these changes is the increasing interest of people in shopping online, including shopping for skincare products. This research aims to examine the influence of company image, electronic word of mouth and trust on purchase intentions in Bukalapak e-commerce. This research uses quantitative methods with an explanatory research design. The research sample consisted of 100 respondents who were Bukalapak users. Data was collected through an online questionnaire and analyzed using descriptive analysis using the classic assumption test. Based on the data and analysis that has been carried out, this research shows the results that company image positively and significantly influences purchase intentions at Bukalapak. Apart from that, electronic word of mouth positively and significantly influences purchase intentions at Bukalapak. The trust variable positively and significantly influences purchase intentions at Bukalapak. And simultaneously, company image, Electronic Word of Mouth, and Trust positively and significantly influence purchase intentions on Bukalapak e-commerce.