Endah Dwi Inahasari, Wahyu Prabawati Putri Handayani

ELECTRONIC WORD OF MOUTH DAN PURCHASE INTENTION: PERAN MEDIASI BRAND IMAGE

Introduction

Electronic word of mouth dan purchase intention: peran mediasi brand image. Penelitian ini menganalisis pengaruh eWOM dan peran mediasi citra merek terhadap niat beli produk fashion. Hasil: eWOM positif pengaruhi citra merek & niat beli.

Abstract

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 

Review

This study, titled "ELECTRONIC WORD OF MOUTH DAN PURCHASE INTENTION: PERAN MEDIASI BRAND IMAGE," clearly articulates its purpose to investigate the intricate relationships between electronic word of mouth (eWOM), brand image, and purchase intention. The abstract effectively sets out to test the direct positive influences of eWOM on purchase intention and brand image, as well as the impact of brand image on purchase intention. A central aim, and arguably the most significant, is the examination of brand image's mediating role in the relationship between eWOM and purchase intention. This research is highly pertinent in the current digital marketing environment, offering valuable insights into how online consumer interactions shape brand perceptions and purchasing behavior. The methodology employed utilized a sample of 100 Instagram followers from a specific account, @99outfitstore, with data analysis conducted through path analysis using linear regression equations. While the analytical approach is suitable for testing mediation, the sample size of 100 respondents from a singular, brand-specific social media platform may limit the broader generalizability of the findings. Despite this, the study's results are clear and significant: eWOM positively influences brand image, and brand image, in turn, positively affects purchase intention. Crucially, the research successfully confirms that brand image acts as a mediating variable between electronic word of mouth and purchase intention specifically for Ninetynine fashion products. Overall, this research provides a valuable empirical contribution by validating the mediating effect of brand image within the eWOM-purchase intention framework, particularly within the context of a fashion brand leveraging Instagram. The findings offer practical implications for marketers, highlighting the critical importance of fostering positive eWOM and strategically managing brand image to cultivate stronger purchase intentions among consumers. For future research, expanding the sample size and diversifying the respondent pool across multiple platforms or product categories would enhance the external validity and generalizability of these insights, building upon this foundational understanding.

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