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All Journal Petra International journal of Business Studies (IJBS)
Sheillania, Sheillania
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Tactics on Corroborate Customer Intention by the Involvement of Influencer and E-WOM: A Case Study of Samsung Smartphone Pidada, Ida Ayu Iswari; Sheillania, Sheillania
Petra International Journal of Business Studies Vol. 8 No. 1 (2025): JUNE 2025
Publisher : Master of Management, School of Business and Management, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/petraijbs.8.1.32-42

Abstract

This study aims to analyze how influencers and e-WOM affect the purchase intention of Samsung smartphones in Denpasar, with brand awareness serving as a mediator. Data collection involved selecting 100 respondents who were interested in or already owned Samsung smartphones through purposive sampling. SmartPLS 4 was used to analyze the direct and indirect relationships between the variables. Research shows that brand awareness plays a role in connecting influencers, E-WOM, and purchase intention. This suggests that a higher level of brand awareness enhances consumers' willingness to purchase, supported by positive influencer engagement and e-WOM content. The findings highlight the significance of influencers and e-WOM in marketing plans, improving brand awareness and ultimately increasing purchase intent. This marketing strategy, driven by social factors, can help Samsung stay competitive in the domestic market.
Co-Authors Ida Ayu Iswari Pidada