THE IMPACT OF ELECTRONIC WORD OF MOUTH (EWOM), EASE OF USE, TRUST, AND BRAND IMAGES TO PURCHASE INTENTION ON TOKOPEDIA: EVIDENCE FROM INDONESIA

Today's business competition is very tight, especially online business or e-commerce. To increase competition, a good strategy is needed in analyzing and meeting market needs. The better the strategic analysis applied, the better we will face and win the competition. This study aims to analyze the impact of trust variables, e-WOM, ease of access & use, and brand image on the purchase intention of Tokopedia consumers. This research is quantitative research. The population in this study are Tokopedia users and consumers who live in Surabaya and its surroundings. The number of samples collected is as many as 120 respondents. Data collection was carried out using a questionnaire method made using google form. Data The analysis technique used is a regression technique which is supported by t-test, classical assumption test, and path analysis. Based on the results of the research and discussion obtained, it was concluded that the variables that were declared to have a positive and significant effect were the Trust variable on Brand Image, e-WOM variable on Brand Image, Ease of Use variable on Brand Image, Brand Image on Purchase Intention, Trust variable to Purchase Intention, e-WOM variable to Purchase Intention, Ease of Use variable to Purchase Intention.