Abstract: Tujuan penelitian ini untuk menganalisis 1) pengaruh e-wom, persepsi nilai dan citra merek terhadap minat beli. 2) pengaruh e-wom terhadap citra merek 3) peran citra merek memediasi pengaruh e-wom terhadap minat beli. Pengujian hipotesis penelitian dilakukan dengan PLS-SEM kepada 153 responden yaitu pengguna smartphone Samsung melalui online kuesioner. Hasil pengujian hipotesis menunjukkan bahwa e-wom, persepsi nilai dan citra merek berpengaruh secara signifikan terhadap minat beli. E-wom berpengaruh signifikan terhadap citra merek, dan citra merek dapat memediasi pengaruh e-wom terhadap minat beli dengan signifikan. The purpose of this study is to analyze 1) influence of e-wom, perceived value and brand image on purchase intention. 2) influence of e-wom on brand image 3). the role of brand image mediates the effect of e-wom on purchase intention. The research hypothesis was tested using PLS-SEM to 153 respondents, namely Samsung smartphone users through an online questionnaire. The results of hypothesis testing indicate that e-wom, perceived value and brand image has significant effect on purchase intention, e-wom has significant effect on brand image and brand image can mediate the effect of e-wom on purchase intention significantly.
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