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Journal : PINISI Discretion Review

The Antecedents of Purchase Intention on Small and Medium Enterprises Product During Pandemic Covid-19 in Denpasar City Wayan Ardani
PINISI Discretion Review Volume 5, Issue 2, March 2022
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/pdr.v5i2.31648

Abstract

The Covid-19 pandemic has plunged the world into a global economic crisis. The recession has hit businesses, including small and medium enterprises (SMEs). Some SMEs are successfully capitalizing on economic crises by turning crises into opportunities.. This study aims to determine the role of eWOM in mediating the influence of social media and brand image on purchase intention of SMEs products. A survey was conducted from customers who experienced to purchase a product online.  The data were analyzed using the SEM-PLS approach. This study revealed that brand image and social media had positive and significant direct effect on purchase intention, and indirect effect on purchase intention mediated by EWOM. This study approved that brand image, social media and EWOM are key factors to increase product purchase intention during the covid-19 Pandemic.
Co-Authors Aidil Amin Effendy Alfiani, Nur Hafni Anak Agung Elik Astari Aprih Santoso Apriningsih, Dewa Ayu Putu Ardiansyah, Wisnu Ari Sudiartini, Ni Wayan Ariani, Ni Kadek Ayu Artaningsih, Ni Kadek Ashfaq Hossain Khan Asrowardi, Imam Azhar Affandi Budhiyasa, Putu Denok Sunarsi Devi, Ni Made Satya Risma Dewi, Ni Made Rai Candra Diantara, Putu Jeje Surat Ekastuti, Ida Ayu Agung Emaya Kurniawati Endang Kustini Hastono Hastono Hignasari, L. Virginayoga Hulandari, Ni Ketut Puspita I Gusti Ayu Diah Werdhi Srikandi WS I Gusti Ayu Ketut Giantari I GUSTI LANANG GOLDEN JAYADI I Ketut Rahyuda I Made Aditya Wardana I Made Arya I Nengah Aristana I Nyoman Sucipta I Putu Gde Sukaatmadja Iis Noviyanti Kadek Pradnya Prayoga Kardini, Ni Luh Komang Agus Rudi Indra Laksmana Laksmana, Komang Agus Rudi Indra Mahendra, I Made Agus Mohammad Farhan Zeb Khan Muna, Gusti Ayu Sapta Ni Kadek Anggi Dwi Arnita Ni Ketut Murdani Ni Ketut Murdani Ni Ketut Murdani Murdani Ni Luh Ketut Ayu Sudha Sucandrawati Ni Pande Kadek Candraningsih Ni Pande Kadek Candraningsih Ni Putu Andini Desiyanti Laksmi Ni Putu Ayu Trefi Cahaya Wati Ningrum, Safitri Novita Anjasari Nuriani, Ni Nyoman Trisna Pratama, I Gede Juni Putra, I Nyoman Septin Adi Putri, Ida Ayu Sasmitha Putu Ari Mulyani Putu Ari Mulyani, Putu Ari Putu Jeje Surat Diantara Santi, Putu Nia Purnama Sari, Kadek Diana Sari, Ni Kadek Nova Yulita Sari, Ni Made Mutiara Sri Asih, Anak Agung Ketut Sri Suprapti Srikandi WS, I Gusti Ayu Diah Werdhi Subawa Gede Agus Sudiartini Ni Wayan Ari Sunarsi, Denok Suriantari, Ni Kadek Eni Suwidia, I Putu Tresna Dewi, Putu Yuli Utami, Ni Luh Marcela Yati Wahyuni, Evy Widani, Made Widani, Ni Made Wira Putri, Luh Gd.Devani Astrid wishanesta, i kadek donny Yanti, Ni Wayan Nova Yuliani, Ni Kadek Tiara Yusmini, Ni Made