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All Journal Jurnal Ekonomi
Viola Cahyaningrum
Universitas Airlangga
Economics, Econometrics & Finance

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THE EFFECT OF E-WOM ON PURCHASE INTENTION WITH CUSTOMER SATISFACTION AS A MEDIATION VARIABLE ON IPHONE SMARTPHONES (Study On Customers In Jakarta) Viola Cahyaningrum; Sri Hartini
Jurnal Ekonomi Vol. 12 No. 02 (2023): Jurnal Ekonomi, Perode April - Juni 2023
Publisher : SEAN Institute

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Abstract

This study aims (1) to analyze the effect of E-WOM on purchase intention; (2) analyze the effect of E-WOM on customer satisfaction; (3) the effect of customer satisfaction on purchase intention; (4) analyze the effect of E-WOM on purchase intention mediated by customer satisfaction. The population is all iPhone customers who have never purchased an iPhone smartphone. The total sample of 100 respondents was taken using a purposive sampling technique. Data collection techniques using a questionnaire. Data analysis using path analysis and Sobel test. The results of the study show that (1) E-WOM has a significant effect on purchase intention. (2) E-WOM has a significant effect on customer statistics. (3) customer satisfaction has a significant effect on purchase intention. (4) E-WOM has a significant effect on purchase intention which is mediated by customer satisfaction.
Co-Authors Sri Hartini