THE EFFECT OF SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH ON PURCHASE INTENTION THROUGH BRAND IMAGE ON TOKOPEDIA, SHOPEE, AND BUKALAPAK USERS IN JAKARTA

Abstract

Along with techonological development in Industry 4.0, the trading processes have been developed as all trading processes shifted to the electronic concept or integrated with the internet. Also called as e-Commerce. In Indonesia itself, there are 26,2 million units of e-Commerce listed which dominated by 3 brands : Tokopedia, Shopee, and Bukalapak. But there are also a lot of factors that effect the consumers’ choices e-Commerce. This study aims to determine the effect of Social Media Marketing and Electronic Word of Mouth on Purchase Intention through Brand Image. The object of the study is the perception of Tokopedia, Shopee, and Bukalapak users on Social Media Marketing, Electronic Word of Mouth, Brand Image, and their Purchase Intention. While the subject is Tokopedia, Shopee, and Bukalapak users in Jakarta. This study will be done by using path analysis by calculating the effect between variables. The result shows that Social Media Marketing, Electronic Word of Mouth and Brand Image are positively and significantly effect on Purchase Intention. Other than that, Brand Image can be a mediating variable between Social Media Marketing and Electronic Word of Mouth on Purchase Intention.  Keywords : Social Media Marketing, Electronic Word of Mouth, Brand Image, Purchase Intention, e-Commerce Â