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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Siska Anzelin
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Brand Image dan Electronic Word of Mouth Terhadap Niat Beli Mobil Honda dengan Sikap Konsumen Sebagai Variabel Moderasi Siska Anzelin; Istiharini; Theresia Gunawan
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 9 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i9.8447

Abstract

This study examines the influence of brand image and electronic word of mouth (e-WOM) on purchase intention of Honda Cars, with consumer attitude as a moderating variable. Using a quantitative approach, data were collected from 140 respondents through questionnaires. The analysis technique used is SEM-PLS with SmartPLS 4.0. The results show that brand image and e-wom positively and significantly influence purchase intention. Consumer attitude does not significantly moderates the relationship between brand image and purchase intention, nor does it significantly moderate the relationship between e-Wom and purchase intention. The findings suggest that managing digital reputation and enhancing consumer perceptions are vital for increasing Honda’s market share.
Co-Authors Istiharini Theresia Gunawan