The Effect of Online Advertising and Electronic Word-Of-Mouth (eWOM) On Online Purchasing Decision Process of Nike Brand Mediated By Brand Awareness among Teenagers in Banda Aceh City
Author: Mauna Roza Sahputra, Jasman J and Sorayanti Utami, Indonesia
Abstract: This study aims to test the effect of online advertising and electronic word-of-mouth (ewom) on online purchasing decision process of Nike brand mediated by brand awareness among teenagers in banda aceh city. The population is all adolescents in Banda Aceh who are between 18 and 27 years old and made online purchase transactions. The number of samples is 150 teenagers. Sample is determined by purposive sampling technique, where sample is taken with specific criteria, namely among adolescents aged between 20-25 years. SEM analysis techniques is used with the help of the AMOS program. The result shows that online advertising affects brand awareness significantly, eWOM affects brand awareness significantly, online advertising affects online purchasing decision process significantly, eWOM affects purchasing decision significantly, brand awareness effects online purchasing decision process significantly, online Advertising affects online purchasing decision process mediated by brand awareness, and eWOM affects online purchasing decision process mediated by brand awareness. These all findings complete the existence of the research model. It contributes to the realm of science that enrich the theories as an upgrade ones. The originality is located in the combilation of the previous causality models, and use a new object that is the Nike products. The limitation resides in the amount of variables only. This research result also can be a reference for the practical managers especially who are related to the selling of the Nike products for teenagers in Banda Aceh.