PERAN BRAND IMAGE MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP NIAT BELI

Abstrak

Transportation has become an important part of people's lives today. One motorcycle manufacturer that has a strong brand image is Yamaha. Yamaha Lexi is a new product that often gets reviews from the public both on social media and the internet, the review certainly can affect the purchase intention of consumers who will buy a Yamaha Lexi motorcycle. The purpose of this study is to explain the relationship of electronic word of mouth with brand image, electronic word of mouth with purchase intention, brand image with purchase intention, and the role of brand image in mediating the relationship of electronic word of mouth with purchase intention. The sample size taken was 108 respondents with a purposive sampling method. Data collection is done by distributing questionnaires. The data analysis technique used is path analysis (path analysis) and sobel test. The results of the study found that electronic word of mouth had a positive and significant effect on the brand image. This study also found that electronic variable word of mouth and brand image had a positive and significant effect on purchase intention, besides that brand image significantly mediated the relationship of electronic word of mouth with purchase intention.

Keywords: electronic word of mouth; brand image; purchase intention