Abstract
This study aims to determine the effect of EWOM and brand awareness on purchase intentions through brand image as a mediator. The research sample was determined as many as 160 respondents using a sampling technique that is purposive sampling. The analysis technique used is path analysis with the classic assumption test and the sobel test. This research is expected to contribute empirically about the influence between EWOM variables, brand awareness, brand image and purchase intention for the development of science and become a material for company management considerations. The results showed that EWOM and brand awareness had a positive and significant effect on purchase intentions. EWOM, and brand awareness have a positive and significant effect on brand image. Brand image has a positive and significant effect on purchase intention. Brand image positively and significantly mediates the effect of EWOM and brand awareness on purchase intentions.
 Keywords: EWOM, brand awareness, brand image, purchase intention
Highlights
This study aims to determine the effect of EWOM and brand awareness on purchase intentions through brand image as a mediator
The results showed that EWOM and brand awareness had a positive and significant effect on purchase intentions
Hasil analisis yang diperoleh dari kedua teknik analisis menunjukkan bahwa secara positif dan signifikan brand image mampu memediasi pengaruh brand awareness terhadap niat beli kosmetik Oriflame di Kota Denpasar, Bali
Summary
Berdasarkan data Top Brand Index pada Tabel 1. dapat dilihat bahwa perkembangan data Top Brand Index produk Oriflame mengalami penurunan fluktuatif dari tahun ke tahun, dari tahun 2015-2017 Produk Oriflame mengalami penurunan dikarenakan produk body cream pada kosmetik Oriflame yang ditawarkan kurang mendapatkan banyak review atau ulasan dari para konsumennya sehingga terjadi penurunan dari tahun 2016 sampai tahun 2017 dilihat dari id.oriflame. Beberapa variabel- variabel yang berhubungan dengan niat beli yaitu pada penelitian (Elseidi & El-Baz, 2016) menyatakan bahwa EWOM memiliki pengaruh positif dan signifikan terhadap citra merek. Pada penelitian (Elseidi & El-Baz, 2016) menyatakan bahwa Brand Image berpengaruh secara signifikan dan positif dengan niat beli konsumen. Hal ini sejalan dengan penelitian (Elseidi & El-Baz, 2016) bahwa EWOM memiliki dampak positif signifikan terhadap brand image. Namun pada peneltian (Adriyanti & Indriani, 2017) menyatakan bahwa variabel Brand Image memiliki pengaruh positif terhadap variabel niat beli. H6: EWOM dimediasi Brand Image terhadap Niat beli berpengaruh positif dan signifikan pada kosmetik oriflame. Untuk memperoleh data yang diperlukan dalam penelitian ini, digunakan metode kueisioner yang mencangkup indikator – indikator dari EWOM, Brand Awareness, Brand Image dan Niat Beli konsumen, yang menggunakan skala ordinal.
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