Pengaruh Electronic Word-of-Mouth dan Sales Promotion terhadap Perilaku Impulsive Buying dengan Brand Image sebagai Variabel Intervening

Herki Nuralim (Universitas Bengkulu)
Effed Darta Hadi (Universitas Bengkulu)

Managament Insight: Jurnal Ilmiah Manajemen
Vol 21 No 2 (2026): Managament Insight: Jurnal Ilmiah Manajemen

The purpose of this study is to determine the direct influence of electronic word-of-mouth, sales promotion, and brand image on impulsive buying of Erigo brand products in e-commerce. The research sample consisted of 240 respondents who were collected using the purposive sampling method. The analysis tool used is the Structural Equation Modeling approach with Lisrel version 8.8 software. The results show that electronic word-of-mouth and sales promotion have a positive and significant influence on brand image. The study's findings indicate that the influence of electronic word-of-mouth and brand image on impulsive buying is positive and significant, whereas the influence of sales promotion on impulsive buying is significantly negative. The mediating role of the brand image variable in bridging the influence between the electronic word-of-mouth variable and impulsive buying provides partial mediation. The mediating effect of brand image in bridging the influence between the sales promotion variable and impulsive buying provides full mediation. Keywords: Brand Image, Electronic Word-of-Mouth, Impulsive Buying, Sales Promotion