Abstract
This article aimed to determine the effect of electronic word of mouth (eWOM), influencer marketing, and Islamic brand congruence on purchase intention with brand image as a mediating variable. This type of research is quantitative, with a population of Nobby Salatiga consumers. The sampling technique in this study used purposive sampling with 100 respondents. The analysis technique used is path analysis. Statistical test results show that eWOM has an effect, while influencer marketing and Islamic brand Congruence do not affect productivity. eWOM, influencer marketing, and Islamic brand congruence affect brand image. Brand image as a mediating variable cannot mediate eWOM on purchase intention but can mediate Influencer Marketing and Islamic Brand Congruence on purchase intention.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
