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

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...

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Bibliographic Details
Main Authors: Dede Solihin, Ahyani Ahyani
Format: Article
Language:Indonesian
Published: Institut Ilmu Sosial dan Manajemen STIAMI 2022-09-01
Series:Majalah Ilmiah Bijak
Subjects:
brand image
electronic word of mouth
social media
purchase intention
Online Access:https://ojs.stiami.ac.id/index.php/bijak/article/view/2384

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