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All Journal JBMR: Journal of Business and Management Review
Marziqah, Raihanah
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of eWOM and Brand Image on Brand Trust and Purchase Intention of Mixue Ice Cream & Tea Consumers in the Special Region of Yogyakarta Marziqah, Raihanah; Albari, Albari
Journal of Business and Management Review Vol. 4 No. 9 (2023): (Issue-September)
Publisher : Profesional Muda Cendekia Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47153/jbmr49.7932023

Abstract

This research aims to explain the influence of electronic word of mouth (eWOM), brand image, brand trust, and consumer purchase intention on Mixue ice cream and tea. The respondents of this study were 190 individuals from the Yogyakarta Special Region, aged between 15 and 50 years old. Convenience sampling technique was used for sample selection, and the structural equation modeling (SEM) analysis technique was employed to test the model and hypotheses. The testing was conducted using Smart PLS Version 3.2.9 software. The results of this study indicate that eWOM has a positive and significant influence on purchase intention. eWOM also has a positive and significant influence on brand image, and a positive and significant influence on brand trust. Brand image has a positive and significant influence on brand trust, and a positive and significant influence on purchase intention. Lastly, brand trust has a positive and significant influence on purchase intention.
Co-Authors Albari Albari