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All Journal Jurnal Ilmiah Manajemen Kesatuan
Cahyanti , Gusti Ayu Putu Fajar Ayu
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Economics, Econometrics & Finance Social Sciences

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The Role of E-WOM in Mediating the Influence of Brand Image on Product Purchasing Decisions Parasari, Nyoman Sri Manik; Cahyanti , Gusti Ayu Putu Fajar Ayu; Anggreswari, Ni Putu Yunita; Maheswari, Anak Agung Istri Agung
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 2 (2025): JIMKES Edisi Maret 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i2.3132

Abstract

In the context of marketing, e-WOM is a highly influential tool in shaping consumer perceptions and influencing purchasing decisions. This study aims to assess the role of Electronic Word of Mouth (e-WOM) in mediating the influence of brand image on consumer purchasing decisions for Voordurend Love, a local fashion brand in Bali. This research employs a quantitative method, utilizing an online questionnaire distributed to 130 respondents from Generation Z and Millennials who are familiar with and have purchased Voordurend Love products. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) Version 4. The findings reveal that brand image has a significant positive effect on e-WOM and purchasing decisions. Additionally, e-WOM positively influences purchasing decisions. One key finding is that e-WOM serves as a mediating variable, strengthening the impact of brand image on purchasing decisions. This study underscores the importance of maintaining a strong brand image and proactively managing online consumer reviews to enhance purchase intentions in the digital marketplace.
Co-Authors Maheswari, Anak Agung Istri Agung Ni Putu Yunita Anggreswari Parasari, Nyoman Sri Manik