Abstract
This study explains the role of brand image mediating the influence of E-WOM on buying interest. This research was conducted in the city of Denpasar involving 130 respondents. The study used questionnaires, observation and interviews. Path analysis and sobel test were used. The results of this study are E-WOM variables that influence positively and significantly on brand image, E-WOM has a positive and significant influence on buying interest, brand image has positive and significant influence on buying interest, and brand image is able to mediate E-WOM with buying interest. Bata management should increase the perception of prospective buyers with users who have used Bata brand shoes on social media, by reviewing the superiority of Bata products.
 Keywords: brand image, E-WOM, buying interest
Highlights
This study explains the role of brand image mediating the influence of E-WOM on buying interest
This research was conducted in the city of Denpasar involving
Bata management should increase the perception of prospective buyers with users
Summary
Peneliti melakukan pra survei terhadap 34 responden di Kota Denpasar. Berdasarkan hasil pra survei yang dilakukan pada 34 responden di Kota Denpasar dapat dijelaskan bahwa dari 34 responden, terdapat 31 responden mengetahui namun belum pernah membeli produk sepatu merek Bata dan tiga responden menjawab tidak. Anggitasari (2016) dengan penelitiannya tentang Pengaruh E-WOM Terhadap Brand Image dan Brand Trust, serta dampaknya pada Minat Beli Produk Smartphone Iphone menemukan jika EWOM mempengaruhi signifikan pada minat beli, yang dimana semakin bagus EWOM maka semakin tinggi minat beli konsumen terhadap iPhone. Adriyati & Indriani (2017) menyimpulkan hasil jika E-WOM mempengaruhi positif pada minat beli, yg dimana semakin positif serta bagus review seseorang di blog serta web kemudian mengakibatkan minat beli yg tinggi akan suatu produk kosmetik Wardah, Penelitian dengan hasil sama juga dikemukakan oleh penelitian dari Semuel dan Lianto (2014). Yang menunjukkan bahwa ketiga instrumen penelitian yaitu minat beli, E-WOM, dan citra merek memiliki koefisien cronbach’s alpha yang lebih besar dari angka 0,60 sehingga pernyataan pada kuesioner dapat dikatakan reliabel. Tabel 8. dibawah menunjukkan bahwa rata – rata skor tanggapan responden mengenai variabel minat beli yang terdiri dari ketertarikan, keinginan, keyakinan, mempertimbangkan untuk membeli, memiliki produk sebesar 3,74 yang berarti secara keseluruhan responden setuju dengan pernyataan-pernyataan terhadap variabel minat beli
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