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All Journal Jurnal Riset Manajemen
Nurul Afiah Almunawarah
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Decision Sciences, Operations Research & Management

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Pengaruh Electronic Word of Mouth terhadap Niat Beli Smartphone Merek iPhone yang di Mediasi Oleh Citra Merek: Studi pada Mahasiswa Manajemen Universitas Negeri Makassar Nurul Afiah Almunawarah; Siti Hasbiah; Ilma Wulansari Hasdiansa; Isma Azis Riu; Nurul Fadilah Aswar
JURNAL RISET MANAJEMEN (JURMA) Vol 4 No 2 (2026): June: JURNAL RISET MANAJEMEN (JURMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v4i2.3990

Abstract

This study aims to analyze the influence of electronic word of mouth (E-WOM) on purchase intention of iPhone brand smartphone through brand image as a mediating variable in Management students of Makassar State University. This study is motivated by the rapid development of digital technology and the increasing use of social media as a source of information that influences consumer perceptions and purchasing decisions, especially among students. The phenomenon of the rise of online product reviews, comments, and recommendations makes E-WOM an important factor in shaping brand image and driving consumer purchase intention. This study uses a quantitative explanatory approach survey method with purposive sampling technique, then analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the help of SmartPLS. The results show that electronic word of mouth (E-WOM) has a positive and significant effect on purchase intention and brand image, brand image also has a positive and significant effect on purchase intention, and is able to significantly mediate the relationship between E-WOM and purchase intention of iPhone brand smartphone. These findings indicate that the better the quality of information and reviews conveyed through E-WOM, the stronger the brand image formed and the higher the consumer's purchase intention.
Co-Authors Ilma Wulansari Hasdiansa Isma Azis Riu Nurul Fadilah Aswar Siti Hasbiah