This is an outdated version published on 2024-11-22. Read the most recent version.

The Mediating Effect of Electronic Word of Mouth (e-Wom) on Purchase Intention through Brand Image on Digital Platform

Authors

Istiqomah Istiqomah Universitas Muhammadiyah Semarang
Anisa Fajri Universitas Muhammadiyah Semarang

Keywords:

Electronic Word of Mouth (e-WOM), Purchase intention, Brand Image

Abstract

The aim of this research is to find out how electronic word of mouth (e-WOM) influences purchase intention through brand image as a mediating variable. This research involved 100 respondents who were consumers of skincare X products. This research was conducted using sampling using non-probability sampling technique with purposive sampling type. The analysis technique in this research is path analysis using SmartPLS version 4.0. The results of the analysis show that the electronic word of mouth (e-WOM) variable (X) has a positive and significant effect on purchase intention (Y), the electronic word of mouth (e-WOM) variable (X) has a positive and significant effect on the brand image variable ( Z), the brand image variable (Z) has a positive and significant effect on purchase intention (Y), the brand image variable (Z) has a positive and significant effect and is able to mediate the electronic word of mouth (e-WOM) variable (X) on purchase intention (Y).

References

Fellyia, & Bilson , S. (2023). The Mediating Effect Of Brand image On The Influence Of Electronic word of mouthTowards Purchase Intention For Somethinc Products (Case Study On Followers Of The @Somethincofficial Tiktok Account). Journal Of International Conference Proceedings (Jicp).

Fitriana, L., Sinarasri, A. & Nurcahyono, N. 2024. Factors Affecting Financial Statement Fraud in Banking Sector: A Agency Perspective. MAKSIMUM: Media Akuntansi Universitas Muhammadiyah Semarang, 14(1): 102.

Fizabaniyah, R., Nurcahyono, N., Argojuwono, A.D.A. & Hernawati, R.I. 2023. Financial Ratio , Board Diversity and Financial Distress : Evidence from Indonesia. International Conference on Business, Accounting, Banking, and Economics. Atlantis Press International BV, pp.307–320. Tersedia di http://dx.doi.org/10.2991/978-94-6463-154-8_27.

Gufranita, N.T., Hanum, A.N. & Nurcahyono, N. 2022. Pengaruh Mekanisme Good Corporate Governance, Kinerja Keuangan, dan Kualitas Audit Terhadap Ketepatan Waktu Pelaporan Keuangan: Studi Pada Perusahaan Manufaktur. Prosiding Seminar Nasional UNIMUS, 5: 216–230.

Indriana, A., Ramdan, A. M., & Danial, D. M. (2022). Analisis Brand imagedalam Memediasi Electronic word of mouthTerhadap Online Purchase Intention. Management Studies And Entrepreneurship Journal.

Kusuma, A. F., & Wijaya, T. (2022). Pengaruh Electronic word of mouthTerhadap Minat beli Konsumen: Peran Mediasi Citra merek. Jurnal Fokus Manajemen Bisnis.

Mahiri, E. A. (2020). Pengaruh, Brand image Dan Store Atmosphere Terhadap Keputusan Pembelian Pada Konsumen Badan Usaha Milik Desa (Bumdes) Mart Banjaran. Coopetition : Jurnal Ilmiah Manajemen .

Megawati. (2023). Pengaruh Word Of Mouth (Wom) Terhadap Minat beli Mebel Di Palembang. Jurnal Ilmiah Ekonomi Dan Bisnis Universitas Multi Data Palembang.

Nurhayati, N., & Astono, A. D. (2024). The Mediating Role of Digital Transformation in the Effect of Dynamic Capabilities on Business Resilience. JDM (Jurnal Dinamika Manajemen), 15(1), 41-54.

Oktaviani, N., & Zainurossalamia, S. (2021). Pengaruh Brand Ambasador "Blackpink" Terhadap Purchase Intention Melalui Brand image. Inovasi.

Putri, H., & Hidayah, R. T. (2023). Pengaruh Electronic word of mouth (e-WOM) Dan Brand image Terhadap Minat beli Pada Skincare Avoskin Beauty Melalui Platform Media Sosial Tiktok. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Ratulangi (Jmbi Unsrat).

Putri, M. R., & Sienatra, K. B. (2023). Pemediasian Antara Pengaruh E-Wom Terhadap Repurchase Intention Dengan Mediasi Brand image Pada Produk Skincare Merek Lokal Indonesia Yang Ada Di E-Commerce. Parsimonia.

Rusiana, D., Iriani, S. S., & Witjaksono, A. D. (2023). Pengaruh Celebrity Endorser Dan Electronic word of mouthTerhadap Minat beli Dengan Brand image Sebagai Variabel Mediasi Pada E-Commerce Tokopedia.Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship.

Sukamto, S., & Baskara, A. (2021). Use of social media and Work Collaboration. JBTI: Jurnal Bisnis: Teori dan Implementasi, 12(3), 193-210.

Sumampouw, R., & Pandowo, A. (2022). Pengaruh Electronic Word-Of-Mouth Terhadap Minat beli Pada Produk Scarlett Dengan Kesadaran Merek Sebagai Variabel Mediasi. Manajemen & Kewirausahaan.

Suparman , L. R., Mulyaningsih, H. D., & Harahap, D. A. (2021). Pengaruh Electronic word of mouthDan Diferensiasi Produk Terhadap Keputusan Pembelian Konsumen . Prosiding Manajemen.

Syahrazad, I. F., & Hanifa, F. H. (2019). Pengaruh Brand image Terhadap Keputusan Pembelian Produk The Body Shop (Study Kasus Pada Mahasiswa Universitas Telkom Tahun 2018). E-Proceeding Of Applied Science.

Syarifudin. (2019). Citra merek Dan Dampaknya Pada Loyalitas Pelanggan. Lhokseumawe: Unimal Press.

Utarsih, H., Rezana, I., & Anjani, I. (2020). Pengaruh Brand Trust Dan Customer Satisfaction Terhadap Customer Loyalty Pada Produk Sabun Mandi Cair Lifebuoy Di Bandung. Jurnal Indonesia Membangun.

Uyun, N. A., Sutiono, H. T., & Sugandini, D. (2023). Pengaruh Elektronik Word Of Mouthterhadap Minat beli Skincare Dan Kosmetik Lokal Secara Online Melalui Kepercayaan. Stratasocial And Humanities Studies.

Downloads

Published

2024-07-27 — Updated on 2024-11-22

Versions

How to Cite

Istiqomah, I., & Fajri, A. . (2024). The Mediating Effect of Electronic Word of Mouth (e-Wom) on Purchase Intention through Brand Image on Digital Platform. Economics and Business International Conference Proceeding, 1(2), 625–633. Retrieved from http://429005.jxltd.asia/index.php/EBiC/article/view/474 (Original work published July 27, 2024)