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I Ketut Putu Suniantara
Institut Teknologi & Bisnis Stikom Bali, Indonesia
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Journal : Binus Business Review

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The Mediating Role of Brand Image in the Relationships between Interactivity, Electronic Word of Mouth (E-WOM), and Purchase Intention among Generation Z Kadek Masakazu; I Gusti Ngurah Satria Wijaya; Gede Suwardika; I Ketut Putu Suniantara
Binus Business Review Vol. 16 No. 1 (2025): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v16i1.12080

Abstract

The world is still evolving, and in this era of disruption, everything is based on digital technology. A new phenomenon has emerged in the business world in recent years, namely the bankruptcy of a number of large companies in Indonesia like Giant and the closure of several Carrefour outlets and Matahari Department Store. The research aimed to analyze the effect of interactivity and Electronic Word of Mouth (E-WOM) on the intention to purchase Erigo products with the brand image as a mediating variable on Generation Z in Denpasar City. As the respondents, 208 samples from Denpasar City’s Generation Z population were selected using a purposive selection technique. The analysis method used was Structural Equation Modeling (SEM) through Partial Least Squares (PLS-SEM). As a result, Generation Z in Denpasar City is positively and significantly influenced by brand image, E-WOM, and interactivity when it comes to their intention to buy Erigo fashion items. When it comes to the purchase intention for Erigo products, brand image has the ability to mediate the impact of TikTok interactivity and E-WOM. The managerial implications include the need for Erigo management to focus on the factors influencing potential customers’ decisions to purchase Erigo products, specifically interactivity, E-WOM, and brand image.
Co-Authors Agus Tatang Sopandi Ayu Chrisniyanti Candra Ahmadi Dadang Hermawan Dedy Panji Agustino Dian Rahmani Putri Dian Rahmani Putri EDWAR EDWAR Evi Tandriani Evi Triandini Evi Triandini Fajar Astuti Hermawati Gede Agus Dirtha Kristian Gede Suwardika Gusti Ayu Made Arna Putri Halilurahman Halilurahman Hendayanti, Ni Putu Nanik I Gede Agus Astapa I Gede Agus Astapa I Gede Darsana I Gede Eka Wiantara Putra I Gede Eka Wiantara Putra I Gede Endy Permana Putra I Gede Nika Wirawan I Gede Suardika I Gusti Ngurah Satria Wijaya I Kadek Wahyu Adi Gunawan I Made Agus Wirahadi Putra I Made Ari Santosa I Made Ari Santosa I Made Ari Yudana I Made Bagus Dwi Mahadita I Made Hendra M. Pramayasa I Made Rudita I MADE RUDITA I Made Sujana I Made Tresna Wardana I Nyn Suraja Antarajaya I Nyoman Dwi Arysna Mahendra I Putu Andi Ariawan I Putu Ramayasa, I Putu Joko Santoso Kadek Adi Saputra Kadek Heri Budi Arsana Kadek Masakazu Kadek Masakazu Kadek Masakazu Kadek Surya Adi Saputra Ketut Gus Oka Ciptahadi Lilis Yuningsih Luh Putu Ersamiya Ika Jayanthi LUH PUTU SAFITRI PRATIWI M. Rusli M. Rusli, M. Rusli Masakazu, Kadek Ni Nyoman Supuwiningsih Ni Wayan Cahya Ayu Pratami Nurhidayati, Maulida Pande Putu Gede Putra Pertama Putra, I Gede Eka Wiantara Putu Adi Wiryawan Putu Citra Darmika Dewi Rahmani Putri, Dian Riza Wulandari Samuel Hutajulu Shofwan Hanief Siti Soraya Stefani Yarra Canista Subali, Made Agus Putra T.M. Kusuma Tifany Chandrarani Tria Hikmah Fratiwi Wijaya, I Gusti Ngurah Satria