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All Journal Jurnal Ilmiah Universitas Batanghari Jambi Journal of Economic, Bussines and Accounting (COSTING) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jurnal Administrasi dan Manajemen Jurnal Ilmu Komunikasi dan Bisnis TRANSFORMASI: Jurnal Manajemen Pemerintahan Performance : Jurnal Bisnis dan Akuntansi Cakrawala Repositori Imwi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Evaluasi dan Pembelajaran Charity : Jurnal Pengabdian Masyarakat Jurnal Ekonomi Efektif Kontigensi: Jurnal Ilmiah Manajemen Jurnal Ekonomi Journal of Applied Islamic Economics and Finance Jurnal Indonesia Sosial Teknologi Community Service Seminar and Community Engagement (COSECANT) Journal of Advances in Accounting, Economics, and Management KONTAN: Jurnal Ekonomi, Manajemen dan Bisnis Journal of Digital Community Services Jurnal Pengabdian Indonesia
Arif Kuswanto
Universitas Telkom
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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The Effect of Electronic Word of Mouth on Buying Interest with Brand Image Mediation as Intervening Variables on Consumers of Scarlet Whitening Products in the Shopee Application Nurul Lutfiyah Rahimah; Arif Kuswanto
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6713

Abstract

Scarlett Whitening is a local beauty brand that focuses on selling on the internet. This product is able to beat international brands in body care, which is 57% of the most popular, and is included in the second position of the top local skincare brands most in demand in e-commerce in 2021. Many forms of electronic word of mouth are carried out by Scarlett Whitening, but have not made its position in the first rank that can be defeated by a local brand that has just gone viral at this time even though the characteristics of e-wom are sufficient enough to make consumers' buying interest number one. The need for identity to be top of mind and consumer confidence and able to compete, in this case is the brand image. The purpose of this study is to find out the effect of e-wom on buying interest through brand image as an intervening variable on consumers of Scarlett Whitening products in the Shopee application. This type of research is quantitative with descriptive analysis. The number of respondents used is 400 consumers who have bought Scarlett Whitening in the Shopee application. The sampling technique is non-probability sampling and Likert scale and data analysis using the partial least square software SmartPLS 3.2.9The result is that electronic word of mouth (X) has a positive and significant effect on Buying Interest (Y). Electronic word of mouth has a positive and significant influence on Brand Image (Z). Brand Image (Z) has a positive and significant influence on Purchase Interest (Y). Electronic word of mouth has a positive and significant influence on Buying Interest through Brand Image.
Co-Authors Aditya Wardhana Agus Maolana Hidayat Aldi Akbar AlQodry, Muhammad Rafi Rizka Amrina, Dania Hellin Asni Arini Solehah Bachruddin Saleh Luturlean Baiq Vinotty Hedona Arsid Brady Rikumahu Budi Rustandi Kartawinata Dani Amran Hakim Dicky Hidayat Eri Agustin, Ayu Fandani Hentriska Paramanandita Sulistyono Imanuddin Hasbi Izky Dwi Ristanti Khansa Salsabila Syams Muhammad Farrell Daiva Nila Badriyah Nur Sheha Gunawan, Ahmad Nurul Lutfiyah Rahimah Nuslih Jamiat Patrick Adolf Telnoni Pramitha Aulia Putu Nina Madiawati Qonita, Abida Rennyta Yusiana Retno Setyorini Ristanti, Izky Dwi Rohmat Saragih Salsabila Muslifah Adinda Supyan Shalshabila, Olivia Tahira Shaomi Fujiyanti Amalia Syarifuddin Syarifuddin Uswatun Khasanah Zahra Nabila Zalva Maurilla