The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention

Abstract

This study aimed to investigate the function of brand image in mediating the impact of social media and electronic word-of-mouth on purchase intention. Methods The causality technique is employed in this study. Customers who purchase on South Tangerang's Lazada marketplace make up the study's demographic. Purposive sampling was employed to select samples from up to 150 respondents. SEM (Structural Equation Model) analysis with the SMART PLS program was employed for the data analysis. The research showed that social media and electronic word-of-mouth (E-WOM) had a favorable and significant impact on brand perception. Brand image can act as a mediator between Electronic Word of Mouth (E-WOM) and social media factors on purchase intention. E-WOM and social media have a favorable and significant impact on purchase intention. The findings of this study suggest that social media and electronic word-of-mouth (E-WOM) can, directly and indirectly, improve purchase intention through brand image.

Analisis Sentimen Terhadap Citra Merek Starbucks Pada Media Sosial Twitter

“…Kehadiran sebuah merek akan dianggap sebagai fondasi bisnis yang mampu memikat minat konsumen untuk memilih produk tersebut. Merek menjadi faktor yang dipertimbangkan oleh individu saat menggunakan suatu produk, dan kekuatan merek ini memengaruhi keinginan untuk membeli kembali (Randi dan Heryanto, 2016;Yohana et al, 2020) Citra merek yang positif menghasilkan perasaan percaya, yakin, aman dan kuat. Hal ini terjadi karena citra merek yanggkuat mampu mengkomunikasikan nilai inti perusahaan dan pelayanannya secara sejalan dengan preferensi pelanggan.…”

“…Hal ini terjadi karena citra merek yanggkuat mampu mengkomunikasikan nilai inti perusahaan dan pelayanannya secara sejalan dengan preferensi pelanggan. (Arif, 2019;Yohana et al, 2020).…”

Peran Brand Image Memediasi Pengaruh E-Wom Terhadap Niat Beli Smartphone Vivo Di Kota Denpasar

“…E-WOM yang semakin disukai akan mempengaruhi semakin baiknya brand image, yang secara tidak langsung akan mempengaruhi munculnya niat beli (Yohana et al, 2020). Serupa dengan hasil penelitian Paramesthin & Pramono (2019) dan Solihin & Ahyani (2022).…”

The Influence Of Brand Image, Online Service Quality , And Of Use On Purchase Decisions On With Trust As A Mediation Variable

“…Online service quality (e-service quality) is the level at which a website can facilitate efficiently and effectively the purchase, sale and delivery of both products and services (Solihin & Ahyani, 2022). However, unfortunately, based on an initial survey conducted by asking several students who use Shoppe, there are still some weaknesses in the quality of electronic services at Shopee, namely, at certain times, Shopee often experiences errors and is quite slow to access.…”