Abstract
Smartphones in today's era are a basic necessity especially for those who have high mobility. No less advanced than technological developments, innovation in the telecommunications world is also one of the biggest contributors to the dissemination of information in society or commonly called social media. This study aims to measure the influence of Electronic Word of Mouth (e-WOM) that occurs in YouTube social media on the intention to buy Samsung Galaxy S10 smartphones through the brand image as a mediating variabel. The type of method used in this research is quantitative by using Path Analysis. This study has positive results between influences e-WOM on the purchase intention, while there was a positive influence between e-WOM on the brand image variabel and the brand image variabel had a positive effect on the purchase intention. Further research may include price and product quality.
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.
