The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention
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...
| Main Authors: | , |
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| Format: | Article |
| Language: | Indonesian |
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Institut Ilmu Sosial dan Manajemen STIAMI
2022-09-01
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| Series: | Majalah Ilmiah Bijak |
| Subjects: | |
| Online Access: | https://ojs.stiami.ac.id/index.php/bijak/article/view/2384 |
| _version_ | 1797258433034977280 |
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| author | Dede Solihin Ahyani Ahyani |
| author_facet | Dede Solihin Ahyani Ahyani |
| author_sort | Dede Solihin |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-24T22:53:27Z |
| format | Article |
| id | doaj.art-383585908103427bbeeaf9f73f7f4f9d |
| institution | Directory Open Access Journal |
| issn | 1411-0830 2621-749X |
| language | Indonesian |
| last_indexed | 2024-04-24T22:53:27Z |
| publishDate | 2022-09-01 |
| publisher | Institut Ilmu Sosial dan Manajemen STIAMI |
| record_format | Article |
| series | Majalah Ilmiah Bijak |
| spelling | doaj.art-383585908103427bbeeaf9f73f7f4f9d2024-03-18T09:10:06ZindInstitut Ilmu Sosial dan Manajemen STIAMIMajalah Ilmiah Bijak1411-08302621-749X2022-09-0119219320510.31334/bijak.v19i2.23841147The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase IntentionDede Solihin0Ahyani Ahyani1Universitas PamulangUniversitas PamulangThis 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.https://ojs.stiami.ac.id/index.php/bijak/article/view/2384brand imageelectronic word of mouthsocial mediapurchase intention |
| spellingShingle | Dede Solihin Ahyani Ahyani The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention Majalah Ilmiah Bijak brand image electronic word of mouth social media purchase intention |
| title | The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention |
| title_full | The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention |
| title_fullStr | The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention |
| title_full_unstemmed | The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention |
| title_short | The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention |
| title_sort | role of brand image in mediating the effect of electronic word of mouth e wom and social media on purchase intention |
| topic | brand image electronic word of mouth social media purchase intention |
| url | https://ojs.stiami.ac.id/index.php/bijak/article/view/2384 |
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