The Contribution of Social Media, E-WOM On Brand Images and Purchase Intention

Arliyarini Erlikamila Yanti (Department of Magister Management, STIE Perbanas Surabaya)
Tatik Suryani (Department of Magister Management, STIE Perbanas Surabaya)

IPTEK Journal of Proceedings Series
No 1 (2020): The 1st International Conference on Business and Engineering Management (IConBEM)

Recently, many companies used social media (Facebook and Instagram) for promoting their product and services. Is social media has a significant contribution on marketing performance? Many research focus on sales as marketing performance, less of the focus on other marketing performance such as: E-WOM, brand images and purchase intention. The specific focus of the research (1) to examine the influence of social media (Facebook and Instagram) toward E-WOM, (2) to examine the influence of E-WOM towards brand image (3) to examine the influence of brand image toward purchase intention (4) to examine the influence of E-WOM toward purchase intention and (5) to examine is brand image mediating the influence of social media and E-WOM toward purchase intention. This research is qualitative design based on theoretical review and supported by many previous research. The basic concept of theory is about social media quality, E-WOM, Brand Image, and Purchase Intention.The proposition as the result studies can be investigated empirically.