The Role of Brand Image in Mediating eWOM toward Consumer Purchase Intention on e-Commerce Shopee

Yulianti Keke, Aisyah Rahmawati, Yessi Saylindra, George Benyamin Takalamingan

Abstract


The decline in purchase intention on Shopee e-commerce requires e-commerce to be able to compete with its competitors, namely by building positive eWOM in order to create a good brand image, so that it will have an impact on increasing consumer purchase intention to buy at Shopee e-commerce. This study aims to be able to see the effect of electronic word of mouth (eWOM) mediated by brand image on consumer purchase intention. In this study, the approach used is a quantitative approach, a number of hypotheses are tested using a sample of Shopee e-commerce users in Jakarta, Bekasi and Tangerang totaling 102 respondents. The data analysis technique used in this study is Structural Equation Modeling (SEM) based on Partial Least Square (PLS 3.0) (SEM-PLS). In this study, we found that eWOM has a positive and significant impact on purchase intention with brand image as an intervening variable.


Keywords


Electronic word of mouth (eWOM), Brand image, Purchase Intention

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DOI: https://doi.org/10.25292/atlr.v6i0.588

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Advances in Transportation and Logistics Research

ISSN: 2622-5778 (online)
Published by: Institut Transportasi dan Logistik Trisakti, Jakarta - Indonesia

ATLR by http://proceedings.itltrisakti.ac.id/index.php/ATLR is licensed under a Creative Commons Attribution 4.0 International License.