Does Brand Image Certainly Mediate Relationships between e-WOM and Purchase Intention? A Case Study of Samsung Smartphone Marketing in Papua

Abstract

The purpose of this study is to investigate the effect and also interrelationship between the variables of e-WOM, brand image, and purchase intention of Samsung smartphones in Jayapura. 100 students from various colleges that spread across Jayapura city were sampled in this research. A quantitative approach with deduction and causal hypothesis testing was employed in this project. Cross-sectional method was also conducted in this study to design the survey with research time dimension. Sampling process of respondents were done using non-probability sampling with purposive sampling technique, by judgment sampling. To analyse data and test the hypotheses, multiple regression and hierarchical regression analyses were applied utilising statistical software, SPSSVer.21.0. The results of its hypothesis testing prove that e-WOM has a significant positive effect on brand image and purchase intention, while the brand image itself promotes a positive influence on purchase intention. Meanwhile the mediation testing demonstrates the brand image partially facilitates the relationship between e-WOM and purchase intention.

Are smartphone buyers being rational?

“…Based on previous research, consumers consider several aspects in deciding to buy a smartphone, for example price, product quality, technology, brand, ease of use, product benefits, recommendations from other parties either directly or in the form of word of mouth (WoM) or e-WoM. Previous researchers considered that aspects of ease of use and benefits were significant in influencing consumers in deciding to buy products (Yu-Chih Huang, et al, 2019), other studies found that WoM or e-WoM had a significant effect (Ivana and Uturestantix, 2018;Iqbal A., et al, 2022), while other researchers assess price, technology are consumer considerations in deciding to purchase products (Nguyen and Phuong, 2020). Meanwhile, some researchers stated that the factors mentioned above did not have a significant effect (Herman, et.al., 2017, Le Minh Duy, 2019.…”