JURNAL MANAJEMEN MOTIVASI
Vol 21 No 2 (2025): Jurnal Manajemen Motivasi

Analysis of Electronic Word of Mouth and Green Product on Purchase Decision Mediated by Brand Image on Chery Omoda E5 Electric Car in Yogyakarta

Lahura, Armando (Unknown)
Lukitaningsih, Ambar (Unknown)
Fadhilah, Muinah (Unknown)

Article Info

Publish Date
15 Jul 2025

Abstract

This study aims to examine the effect of Electronic Word of Mouth and Green Product on Purchase Decision of Chery Omoda E5 electric cars in Yogyakarta, with Brand Image as a mediating variable. Data from 37 respondents were collected via purposive sampling and analyzed using SmartPLS 4. Results show that e-WOM and Green Product do not directly influence Purchase Decision but positively affect Brand Image. Brand Image significantly mediates the effect of Green Product on Purchase Decision, but not the effect of Electronic Word of Mouth

Copyrights © 2025




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...