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All Journal E-Jurnal Ekonomi dan Bisnis Universitas Udayana
I Komang Wiramas Prayoga
Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia
Economics, Econometrics & Finance Education

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PERAN BRAND IMAGE MEMEDIASI ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP PURCHASE INTENTION (STUDI PADA CALON KONSUMEN KEDAI FORE COFFEE DI KOTA DENPASAR) I Komang Wiramas Prayoga; Ni Nyoman Kerti Yasa
E-Jurnal Ekonomi dan Bisnis Universitas Udayana VOLUME.12.NO.12.TAHUN.2023
Publisher : Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EEB.2023.v12.i12.p01

Abstract

The coffee industry is one of the industries that is competitive in its rivalry so that various strategies are implemented in order to maintain business existence in the market, one of which is the Fore Coffee company. This research aims to explain the role of brand image in mediating the effect of e-WOM on purchase intention of Fore Coffee products. This research was conducted on potential customers in Denpasar City who were aware but had never bought Fore Coffee products with a sample size of 120 respondents. Data collection through online surveys in the January 2023 period and then analyzed using path analysis and sobel test with the help of the SPSS program. The results showed that e-WOM and brand image have a positive and significant effect on purchase intention. e-WOM has a positive and significant effect on brand image. Brand image significantly mediates the effect of e-WOM on purchase intention. The implication of this research is that Fore Coffee needs to pay better attention to the e-WOM aspect of purchase intention. e-WOM and brand image can be improved by providing online discussion forums, promotions, and content marketing that make it easier for potential customers to recognize and attract purchase intention for Fore Coffee products.
Co-Authors Ni Nyoman Kerti Yasa