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Anggi Yunita Putri Anggi
Universitas Negeri Padang
Humanities Environmental Science Social Sciences

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The impact of brand awareness and electronic word of mouth (e-wom), which are both mediated by brand image, on purchase intent for iPhone smartphone devices Anggi Yunita Putri Anggi; Firman Firman
Marketing Management Studies Vol. 3 No. 2 (2023): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v3i2.373

Abstract

This study aims to analyze "The Influence of Electronic Word of Mouth (E-WOM) and Brand Awareness on Purchase Intention for Iphone Smartphone Products Mediated by Brand Image (Studies in Communities Residing in Padang City)". The population in this study are people who live in the city of Padang who know about Iphone smartphone products. The number of samples in this study were 200 respondents. Data collection was carried out through online questionnaires or Google forms, data management using SmartPls 4.0 software. The results of this study indicate that (1) E-WOM has a positive and significant effect on Brand Image (2) Brand Awareness has a positive and significant effect on Brand Image (3) E-WOM has a positive and significant effect on Purchase Intention (4) Brand Awareness has a positive effect and significant to Purchase Intention (5) Brand Image has a positive and significant effect on Purchase Intention (6) E-WOM has a positive and significant effect on Purchase Intention for people who live in Padang city which is mediated by Brand Image (7) Brand Awareness has an effect positive and significant towards the Purchase Intention of the people who live in the city of Padang which is mediated by Brand Image.
Co-Authors Firman Firman