PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP CITRA MEREK DAN MINAT BELI PADA PRODUK KOSMETIK WARDAH
Abstract: In obtaining
information about a product, the consumer is no longer limited to the
information from the manufacturer. The Information of the product can be
obtained from other consumers personally as known as word of mouth. Along with
the development of internet technology, word of mouth communication is not only
done in a personal but it can be done with a broader range called electronic
word of mouth. The concept of electronic word of mouth in the form of an
opinion regarding a product or company that expressed by actual consumer via
social media that can be either positive or negative reviews, so it can affect
the prospective consumers glance towards the brand image and its impact on
purchase intention of product. This study aims to determine the effect of
electronic word of mouth on the brand image and purchase intention, especially
wardah cosmetics products that are currently reviewed by social media.
This research used purposive sampling technique which is included in
non-probability sampling method, by spreading questionnaires to 100 respondents
of young women in Semarang who aware about electronic word of mouth with age of 15-29 years. Collected data were
analyzed with several tests: validity, reliability, normality,
heteroskedasidity, statistical t test, statistical f test, coefficient of
determination test, multiple regression analysis, and sobel test using IBM SPSS
23 for windows software application.
The results indicated that electronic word of mouth has significant
influence on brand image and purchase intention. While the brand image as an
intervening variable has significant
influence on purchase intention as a partial mediation.
Keywords: Electronic word of
mouth, brand image, purchase intention, cosmetics
Penulis: Rosmaya Adriyati,
Farida Indriani
Kode Jurnal: jpmanajemendd170993
