The Role of Brand Image Mediation in the Influence of Electronic Word of Mouth on Purchase Intention

Rifki Warri Zain, Amelinda Vania

Abstract


The rapid development of the Internet in social media and e-commerce is a major challenge for entrepreneurs, especially in the local beauty product sector that is highly competitive at home and abroad. This research aims to find out the role of brand image in mediating the influence of E-WOm on purchase intention on Azarine cosmetic sunscreen products in Shopee on Malang city. The study is explanatory with a quantitative approach and a survey method conducted on 55 respondents in Malang. Sampling nonporbability with purposive sampling techniques used. Data analysis process using Partial Least Square (PLS) with Smart-PLS 3 devices. E-WOM can have a positive and significant influence on brand image and purchase intention. Brand image can have an influence over purchase intentions. as well as brand image can mediate the influence of E-WOM on purchase intention. This research can enrich an understanding of the mechanisms that affect consumer purchasing interests in the context of the digital age.


Keywords


E-WOM; Brand Image; Purchase Intention; Consumer

Full Text:

PDF

References


Adriana, T., Ellitan, L., & Lukito, R. S. H. (2022). Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Scarlett- Whitening Di Surabaya. Jurnal Ilmiah Mahasiswa Manajemen : JUMMA, 11(1), 21–29. https://doi.org/10.33508/jumma.v11i1.3947

Adriyati, R., & Indriani, F. (2017). Pengaruh Electronic Word Of Mouth Terhadap Citra Merek Dan Minat Beli Pada Produk Kosmetik Wardah. Diponegoro Journal Of Management. Diponegoro Journal Of Management, 6, 1–14. http://ejournal-s1.undip.ac.id/index.php/dbr

Ali, D. M., & Javed, M. (2023). Impact of Electronic Word of Mouth on Purchase Intention: Mediating Role of Brand Trust and Product Involvement. Journal of Social & Organizational Matters, 2(3), 01–13. https://doi.org/10.56976/jsom.v2i3.33

Aljaafreh, A., Mehyar, H., Saeed, M., Baroom, H., Al-Ja’afreh, A., & Al-Adaileh, R. (2005). The Impact Of Electronic Word Of Mouth On Consumers Purchasing Intention. https://www.researchgate.net/publication/338984000

Alrwashdeh, M., Emeagwali, O. L., & Aljuhmani, H. Y. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in north Cyprus. Management Science Letters, 9(4), 505–518. https://doi.org/10.5267/j.msl.2019.1.011

Alsoud, M., Alfdool, S. M., Trawnih, A., Helalat, A. S., Al-Mu’ani, L., & Mahrakani, N. (2023). Social media marketing activities and tourists’ purchase intention. International Journal of Data and Network Science, 7(2), 677–686. https://doi.org/10.5267/j.ijdns.2023.3.004

Ardana, Y. A., & Rastini, N. M. (2018). Peran Citra Merek Memediasi Pengaruh E-Wom Terhadap Minat Beli Smartphone Samsung Di Kota Denpasar. 7(11), 5901–5929. https://doi.org/10.24843/EJMUNUD.2018.v7.i11.p4

Armawan, I., Sudarmiatin, Hermawan, A., & Rahayu, W. P. (2023). The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop. International Journal of Data and Network Science, 7(1), 141–152. https://doi.org/10.5267/j.ijdns.2022.11.008

Budiarti, E. (2024). Analysis of Electronic Word of Mouth, Brand Image, Brand Trust Against Purchase Interest. IJEBD (International Journal of Entrepreneurship and Business Development), 7(2), 246–252. https://doi.org/10.29138/ijebd.v7i2.2661

Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75.

Daswan, L., Manajemen, J., Ekonomi, F., Bisnis, D., Halu, U., Juharsah, O., Nasrul, O., & Oleo, U. H. (2019). Analisis Pengaruh Electronic Word Of Mouth Instagram Terhadap Brand Image Dan Purchase Intention Studi Pada Labaco Barbershop Dan Cafe Kendari (Effect Analysis on Electronic Word of Mouth Instagram Against Brand Image and Purchase Intention A Study on Labaco Barbershop and Cafe in Kendari Municipality). 3(3), 221–233. https://doi.org/10.33772/jumbo.v3i3.11915

Elpansyah, C., Nurdin, S., & Rahayu, Y. S. (2019). Pengaruh Word Of Mouth Terhadap Minat Beli Melalui Citra Perusahaan dan Kepercayaan Sebagai Variabel Intervening Pada Jasa Umroh PT Indojava Mulia Wisata. In Jurnal Sain Manajemen (Vol. 1, Issue 1). http://ejurnal.univbsi.id/index.php/jsm/index

Elseidi, R. I., & El-Baz, D. (2016). Electronic word of mouth effects on consumers’ brand attitudes, brand image and purchase intention: an empirical study in Egypt. In The Business and Management Review , 7.

Evgeniy, Y., Lee, K., & Roh, T. (2019). The effect of eWom on purchase intention for Korean-brand cars in Russia: The mediating role of brand image and perceived quality. Journal of Korea Trade, 23(5), 102–117. https://doi.org/10.35611/jkt.2019.23.5.102

Fellysia, F., & Simamora, B. (2023). The Mediating Effect of Brand Image on the Influence of Electronic Word of Mouth Towards Purchase Intention for Somethinc Products (Case Study on Followers of the @somethincofficial TikTok Account). Journal of International Conference Proceedings, 6(1), 60–71. https://doi.org/10.32535/jicp.v6i1.2249

Indriana, A., Muhamad Ramdan, A., Deni Muhammad Danial, R., Ilmu Administrasi dan Humaniora, F., & Muhammadiyah Sukabumi, U. (2023). Pengaruh Electronic Word of Mouth terhadap Niat Pembelian Online melalui Citra Merek sebagai Variabel Mediasi. 7(2021), 2779–2787.

Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-WOM scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, 27(1), 5–23. https://doi.org/10.1002/cjas.129

Hawkins, D. I., Mothersbaugh, D. L., & Kleiser, S. B. (2020). Consumer behavior : building marketing strategy.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073

Iswara, G. A. N., & Santika, I. W. (2019). Peran Citra Merek Dalam Memediasi Pengaruh E-Wom Terhadap Minat Beli Sepatu Merek Bata. E-Jurnal Manajemen Universitas Udayana, 8(8), 5182. https://doi.org/10.24843/ejmunud.2019.v08.i08.p18

Jasin Mochammad. (2022). The Role of Social Media Marketing and Electronic Word of Mouth on Brand Image and Purchase Intention of SMEs Product. Journal Of Information Systems And Management, 01(04). https://jisma.org

Kadek, N., Yohana, Y., Ayu, K., Dewi, P., Ayu, G., & Giantari, K. (2020). The Role of Brand Image Mediates the Effect of Electronic Word of Mouth (E-WOM) on Purchase Intention. In American Journal of Humanities and Social Sciences Research (Issue 1). www.ajhssr.com

Kentzo, Claudia, G. A., Siaputra, H., & Iskandar, V. (2020). Analisa Pengaruh Ewom Terhadap Minat Beli Konsumen Setelah Kejadian Food Poisoning Di Restoran X Surabaya Dengan Citra Merek Sebagai Mediator.

Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management 3rd. Pearson Higher Ed.

Kotler, P., & Armstrong, G. (2018). Principle Of Marketing Seventeenth Global Edition (A. Albelli & S. Jackson, Eds.; 17th Global). Pearson Education Limited.

Kusuma, A. F., & Wijaya, T. (2022). Pengaruh Electronic Word Of Mouth Terhadap Minat Beli: Peran Mediasi Citra Merek. Jurnal Fokus Manajemen Bisnis, 12(1), 30–42. https://doi.org/10.12928/fokus.v12i1.5717

Lisnawati, Wibowo, L. A., & Suhendro, D. F. (2021). The Influence of Brand Image Towards the Purchase Intention on Family Car. Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020), 187(Gcbme 2020), 501–506. https://doi.org/10.2991/aebmr.k.210831.098

Lkhaasuren, M., & Nam, K.-D. (2018). The Effect of Electronic Word of Mouth (eWOM) on Purchase Intention on Korean Cosmetic Products in the Mongolian Market. Korea International Trade Research Institute, 14(4), 161–175. https://doi.org/10.16980/jitc.14.4.201808.161

Malhotra, N. K., York, N., Francisco, S., & Kong, H. (2017). Marketing Research An Applied Orientation.

Markiones, S. A., Romadhoni, B., Mappatompo, A., & Author, C. (2023). The Influence of Social Media Influencer and Electronic Word of Mouth Mediated By Brand Image on Purchase Intention at Eternamoore Beauty Clinic Makassar. https://doi.org/10.31933/dijdbm.v4i5

Nurfitriana, R., Surachman, S., & Hussein, A. S. (2020). The Influence of Brand Image and Brand Love on Customer Loyalty Mediated by Customer Engagement: Study on Consumers of Wardah Cosmetics. Management and Economic Journal (MEC-J), 4(2), 105–116. https://doi.org/10.18860/mec-j.v4i2.6251

Packard, G., & Berger, J. (2017). How Language Shapes Word of Mouth’s Impact. Journal of Marketing Research.

Perez-Vega, R., Waite, K., & O’Gorman, K. (2016). Social impact theory: An examination of how immediacy operates as an influence upon social media interaction in Facebook fan pages. The Marketing Review, 16(3), 299–321.

Putri, S. C., & Nofri, O. (2023). Peran Mediasi Citra Merek Pada Pengaruh Pemasaran Sosial Media dan Ulasan Online Konsumen Terhadap Minat Beli pada Generasi Z Pengguna Maybelline di Kota Makassar.

Sa’ait, N., Kanyan, A., & Nazrin, M. F. (2016). The Effect of E-WOM on Customer Purchase Intention. In International Academic Research Journal of Social Science (Vol. 2, Issue 1).

Saputra, S., & Barus, F. M. (2020). Pengaruh Electronic Word Of Mouth (E-Wom) Dan Citra Merek Terhadap Minat Belanja Konsumen Di Batam. 5(1). http://journal.undiknas.ac.id/index.php/manajemen

Schiffman, L., & Wisenblit, J. (2020). Consumer Behavior 12th Edition. Pearson Education, Inc.

Solihin, D. (2022). The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention. In Majalah Ilmiah Bijak (Vol. 19, Issue 2). http://ojs.stiami.ac.id

Shen, Z. (2021). A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers. Journal of Research in Interactive Marketing, 15(2), 181–199. https://doi.org/10.1108/JRIM-10-2019-0161

Sugiyono. (2017). Metode Penelitian ; Kuantitatif, Kualitatif, dan R&D (Cet.26). Alfabeta.

Supradita, C. F., Darpito, S. H., & Laksana, D. H. (2020). Brand Image As a Mediation of Electronic Word of Mouth on Purchasing Intention of Laneige. Jurnal Penelitan Ekonomi Dan Bisnis, 5(2), 180–193. https://doi.org/10.33633/jpeb.v5i2.3270

Wulandari, D. ayu, & Wijaksana, T. I. (2021). Pengaruh Harga Dan Kualitas Produk Terhadap Minat Beli Masyarakat (Umkm Tahu Di Desa Sambong) The Influence Of Price And Product Quality On Purchase Interest.

Yuliantoro, N., Goeltom, V., Juliana, & Bernato, I. (2019). Repurchase intention and word of mouth factors in the millennial generation against various brands of Boba drinks during the Covid 19 pandemic. African Journal of Hospitality, Tourism and Leisure.

Yunikartika, L., & Harti, H. (2022). Pengaruh Social Media Marketing dan Electronic Word Of Mouth (E-WOM) Terhadap Minat Beli Kuliner Melalui Kepercayaan Sebagai Variabel Intervening pada Akun Instagram @carubanmangan. Jurnal E-Bis (Ekonomi-Bisnis), 6(1), 212–230. https://doi.org/10.37339/e-bis.v6i1.897

Zahid, F., & Ruswanti, E. (2024). Electronic Word Of Mouth, Brand Image, Purchase Intention And Customer Purchase Decisions For Skinceuticals Users. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 229–244. https://doi.org/10.37641/jimkes.v12i1.2414




DOI: https://doi.org/10.18860/mec-j.v8i3.24596

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Editorial Office:
Faculty of Economics,
State Islamic University of Maulana Malik Ibrahim Malang
Gajayana Street 50, Malang-East Java, Indonesia 65144
Phone (+62) 341 558881, Facsimile (+62) 341 558881
e-mail: mecjournal@uin-malang.ac.id

 

 

P-ISSN 2599-3402
E-ISSN 2598-9537

Lisensi Creative Commons

MEC-J is licensed under CC-BY-SA
© All rights reserved 2017.

 

MEC-J INDEXED IN:  

                                  

Member of:

 

View My Stats