The Role of E-WOM in Mediating the Influence of Brand Image on Product Purchasing Decisions

Nyoman Sri Manik Parasari (Faculty of Economics and Business Universitas Pendidikan Nasional, Denpasar, Indonesia)
Gusti Ayu Putu Fajar Ayu Cahyanti (Faculty of Economics and Business Universitas Pendidikan Nasional, Denpasar, Indonesia)
Ni Putu Yunita Anggreswari (Faculty of Social Science and Humanities Universitas Pendidikan Nasional, Denpasar, Indonesia)
Anak Agung Istri Agung Maheswari (Faculty of Tourism Universitas Pendidikan Nasional, Denpasar, Indonesia)

Jurnal Ilmiah Manajemen Kesatuan
Vol. 13 No. 2 (2025): JIMKES Edisi Maret 2025

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.