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Arliyarini Erlikamila Yanti
Department of Magister Management, STIE Perbanas Surabaya
Computer Science & IT

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The Contribution of Social Media, E-WOM On Brand Images and Purchase Intention Arliyarini Erlikamila Yanti; Tatik Suryani
IPTEK Journal of Proceedings Series No 1 (2020): The 1st International Conference on Business and Engineering Management (IConBEM)
Publisher : Institut Teknologi Sepuluh Nopember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12962/j23546026.y2020i1.10856

Abstract

Recently, many companies used social media (Facebook and Instagram) for promoting their product and services. Is social media has a significant contribution on marketing performance? Many research focus on sales as marketing performance, less of the focus on other marketing performance such as: E-WOM, brand images and purchase intention. The specific focus of the research (1) to examine the influence of social media (Facebook and Instagram) toward E-WOM, (2) to examine the influence of E-WOM towards brand image (3) to examine the influence of brand image toward purchase intention (4) to examine the influence of E-WOM toward purchase intention and (5) to examine is brand image mediating the influence of social media and E-WOM toward purchase intention. This research is qualitative design based on theoretical review and supported by many previous research. The basic concept of theory is about social media quality, E-WOM, Brand Image, and Purchase Intention.The proposition as the result studies can be investigated empirically.
Co-Authors Tatik Suryani