Handayani, Wahyu Prabawati Putri (2024) Electronic word of mouth dan purchase intention: peran mediasi brand image. Jurnal Manajemen dan Bisnis, 9 (2). pp. 98-107. ISSN p-ISSN: 2548-1662; e-ISSN: 2716-4039
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Abstract
Purpose– Testing and analyzing the significance of the positive influence of electronic word of mouth on purchase intention, electronic word of mouth on brand image, and brand image on purchase intention is the aim of this study. Besides that, the mediating role of brand image between electronic word of mouth on purchase intention was also tested in this study. Design/methodology– The sample used is 100 respondents from Instagram followers @99outfitstore. Path analysis with linear regression equations is used as a data analysis technique. Findings- The results show that the variable electronic word of mouth have a significant positive effect on brand image. Variable brand image have a significant positive effect on purchase intention. In addition, brand image has a mediating effect between electronic word of mouth and purchase intention for Ninetynine fashion products.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Electronic word of mouth (e-WoM), brand image, purchase intention, fashion ninetynine |
| Subjects: | Widya Mandala Catholic University on Madiun Campus > Faculty of Business > Management Undergraduate Study Program |
| Divisions: | Journal Publication |
| Depositing User: | Wahyu Prabawati Putri |
| Date Deposited: | 08 Jul 2025 03:20 |
| Last Modified: | 08 Jul 2025 03:20 |
| URI: | https://repositori.ukwms.ac.id/id/eprint/43550 |
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