Abstract
This study aims to determine the effect of electronic word of mouth and brand image as a variable of mediation on the purchase intention of Yamaha Aerox motorcycle in Denpasar City. The population in this study is the citizens of Denpasar who have never made a purchase Yamaha Aerox motorcycle. The sample obtained by purposive sampling technique is 110 people. Data analysis technique used is path analysis. The result of analysis shows that electronic word of mouth have positive and significant effect to brand image, electronic word of mouth has positive and significant effect to purchase intention. Brand image has a positive and significant impact on purchasing intentions. Brand image has partial effect on electronic word of mouth with purchase intention. The coefficient of determination total in this research is 0,476 which mean variable purchase intention influenced equal to 47,6 percent by variable of electronic word of mouth and brand image, the rest 52,4% influenced by variable outside model. Electronic word of mouth and brand image must be considered and upgraded by Yamaha company especially for Yamaha Aerox motorcycle products, to create positive reviews and impressions to increase purchasing intention to consumers.
Highlights
This study aims to determine the effect of electronic word of mouth and brand image as a variable of mediation on the purchase intention of Yamaha Aerox motorcycle in Denpasar City
Berdasarkan hasil analisis data serta pembahasan mengenai pengaruh masing-masing variabel yang telah dipaparkan, maka dapat ditarik kesimpulan sebagai berikut: 1) Variabel electronic word of mouth berpengaruh positif dan signifikan terhadap citra merek pada Yamaha Aerox
Summary
Oleh karena itu penulis memakai variabel citra merek sebagai variabel mediasi melihat dari hasil penelitian Siswanto dan Junaedi (2017) mengatakan electronic word of mouth memiliki pengaruh yang sangat kuat terhadap niat beli maupun secara tidak langsung yang dimediasi oleh citra merek pada konsumen Warunk Upnormal. Berdasarkan perhitungan yang dilakukan didapatkan nilai t hitung sebesar 3,6968 yang artinya lebih besar dari t tabel yaitu 1,98 (3,6968 > 1,98) dengan tingkat signifikansi 0,000 maka dapat dikatakan bahwa citra merek mampu memediasi pengaruh electronic word of mouth terhadap niat beli.
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