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All Journal MOTIVASI Jurnal Manajemen dan Bisnis
Inahasari, Endah Dwi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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ELECTRONIC WORD OF MOUTH DAN PURCHASE INTENTION: PERAN MEDIASI BRAND IMAGE Inahasari, Endah Dwi; Handayani, Wahyu Prabawati Putri
MOTIVASI Vol 9, No 2 (2024): MOTIVASI Jurnal Manajemen dan Bisnis
Publisher : Universitas Muhammadiyah Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/mti.v9i2.7894

Abstract

ABSTRACT Purpose– Testing and analyzing the significance of the positive influence of electronic word of mouth on purchase intention, electronic word of mouth on brand image, and brand image on purchase intention is the aim of this study. Besides that, the mediating role of brand image between electronic word of mouth on purchase intention was also tested in this study.Design/methodology– The sample used is 100 respondents from Instagram followers @99outfitstore. Path analysis with linear regression equations is used as a data analysis technique. Findings - The results show that the variable electronic word of mouth have a significant positive effect on brand image. Variable brand image have a significant positive effect on purchase intention. In addition, brand image has a mediating effect between electronic word of mouth and purchase intention for Ninetynine fashion products 
Co-Authors Wahyu Prabawati Putri Handayani