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All Journal Journal of Halal Industry Studies
Putri, Megawati Guntari
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Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Minat beli konsumen Nobby Hijab Salatiga: Pengaruh eWOM, influencer marketing, dan Islamic brand congruence melalui citra merek Putri, Megawati Guntari; Rofiuddin, Mohammad
Journal of Halal Industry Studies Vol. 2 No. 1 (2023): Journal of Halal Industry Studies
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jhis.v2i1.758

Abstract

This article aimed to determine the effect of electronic word of mouth (eWOM), influencer marketing, and Islamic brand congruence on purchase intention with brand image as a mediating variable. This type of research is quantitative, with a population of Nobby Salatiga consumers. The sampling technique in this study used purposive sampling with 100 respondents. The analysis technique used is path analysis. Statistical test results show that eWOM has an effect, while influencer marketing and Islamic brand Congruence do not affect productivity. eWOM, influencer marketing, and Islamic brand congruence affect brand image. Brand image as a mediating variable cannot mediate eWOM on purchase intention but can mediate Influencer Marketing and Islamic Brand Congruence on purchase intention.
Co-Authors Rofiuddin, Mohammad