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All Journal Jurnal Bisnis dan Manajemen International Journal of Social Science and Business Majalah Ilmiah Bijak JURNAL PEMASARAN KOMPETITIF JURNAL SeMaRaK Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat DEDIKASI PKM INTERNATIONAL JOURNAL OF EDUCATION, INFORMATION TECHNOLOGY, AND OTHERS Jurnal Ilmiah Swara MaNajemen (Swara Mahasiswa Manajemen) Jurnal Pengabdian kepada Masyarakat : Kreasi Mahasiswa Manajemen
Dede Solihin
Universitas Pamulang
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Physics Social Sciences Other

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Journal : Majalah Ilmiah Bijak

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The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention Dede Solihin; Ahyani Ahyani
Majalah Ilmiah Bijak Vol 19, No 2: September 2022
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/bijak.v19i2.2384

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. 
Co-Authors Ade Ratna Sari Ading Sunarto Ahyani Ahyani Darmadi Darmadi Denok Sunarsi Derita Qurbani Desi Prasetiyani Didi Sunardi Endang Sugiarti Estiko Wibawanto Febby Rahmawaty Hira Maulida Irma Sari Octaviani Karolina Karolina Lidya Pricilla Noto Susanto Prasetyo Kurniawan Priehadi Dhasa Eka Rahmad Setiawan Ratna Dumilah Siti Aprilliani Suwanto Suwanto Wawan Supriyatna Winda Indriyani