The Influence of Brand Experience, Paylater Features, and Electronic Word of Mouth on Purchase Decision

Author(s)	Ryan Sulistiawan Haryanto, Budi Suprapto
Country	Indonesia
Abstract	This study aims to analyze the influence of Brand Experience, Electronic Word of Mouth, and Paylater Features on Purchasing Decisions. This study uses purposive sampling with a valid sample of 281 respondents. The respondents were selected based on certain criteria, namely respondents are social media users, have used an iPhone, and have bought an iPhone from reading reviews on social media. The analysis technique used in this study is SEM-PLS with the help of the SmartPLS 3 application. The results of the first hypothesis test show that e WOM is proven to have a significant influence on purchasing decisions. Furthermore, brand experience has proven to have a significant influence on purchasing decisions. Finally, paylater features are proven to have a significant influence on purchasing decisions.
Keywords	Brand Experience, Electronic Word of Mouth, Paylater Features, Purchase Decision
Field	Sociology > Administration / Law / Management
Published In	Volume 7, Issue 1, January-February 2025
Published On	2025-01-07
Cite This	The Influence of Brand Experience, Paylater Features, and Electronic Word of Mouth on Purchase Decision - Ryan Sulistiawan Haryanto, Budi Suprapto - IJFMR Volume 7, Issue 1, January-February 2025. DOI 10.36948/ijfmr.2025.v07i01.33695
DOI	https://doi.org/10.36948/ijfmr.2025.v07i01.33695
Short DOI	https://doi.org/g82hkj

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