scholarly journals BRAND IMAGE AS A MEDIATION OF ELECTRONIC WORD OF MOUTH ON PURCHASING INTENTION OF LANEIGE

2020 ◽  
Vol 5 (2) ◽  
pp. 180-193
Author(s):  
Chikita Fatimasokasari Supradita ◽  
Surpiko Hapsoro Darpito ◽  
Dwi Hari Laksana
Keyword(s):  
Word Of Mouth ◽  
Brand Image ◽  
Positive Impact ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Validity And Reliability ◽  
Purchasing Intention ◽  
Analysis Technique ◽  
The Impact

The purpose of the study was to know and analyze the role of brand image as a mediator of the impact of the Electronic Word of Mouth on purchasing intention of Laneige’s product. A sample of 100 respondents used a purposive sampling technique. The type of test used to analyze the data was the validity and reliability test. The data analysis technique used is path analysis. The results of  the Electronic Word of Mouth study have a significant and positive effect on brand image and purchasing intention. The Brand image also has a significant and positive impact on purchasing intention and directly has a role as a mediator on the impact of Electronic Word of Mouth on purchasing intention of Laneige’s Product.Keywords: Electronic Word of Mouth; Brand Image; Purchasing Intention

scholarly journals THE ROLE OF BRAND IMAGE IN MEDICATING EFFECT OF ELECTRONIC WORD OF MOUTH ON THE BUY OF A YAMAHA MOTOR YAMAHA AEROX BOTH IN DENPASAR CITY

2018 ◽  
Vol 7 (9) ◽  
pp. 5108
Author(s):  
I Gusti Ngurah Made Wedanta Putra ◽  
Komang Agus Satria Pramudana
Keyword(s):  
Data Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Electronic Word Of Mouth ◽  
Purchasing Intention ◽  
Analysis Technique

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.

scholarly journals Pengaruh Kualitas Produk, Iklan, Elektronic Word Of Mouth Dan Citra Merek Terhadap Minat Beli Smartphone Oppo (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Papua)

2021 ◽  
Vol 4 (1) ◽  
pp. 32-36
Author(s):  
Karina Monica Ersada Siagian ◽  
Louis S. Bopeng ◽  
Makarius Bajari
Keyword(s):  
Product Quality ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Survey Method ◽  
Reliability Test ◽  
Electronic Word Of Mouth ◽  
Analysis Technique ◽  
Positive Effect

This study aims to determine the influence of product quality, advertisements, electronic words of mouth, and brand image on Oppo smartphone buying interests. This is a quantitative research with survey method. The population in this study are students of the Faculty of Economics and Business, Universitas Papua, with sample of 105 respondents, determined by the non-probability sampling technique. The analytical method used is the validity test and the reliability test using Cronbach's Alpha. The analysis technique used is the hypothesis and the multiple linear regression. The results of this study partially indicate that (1) a product quality has no effect on Oppo smartphone buying interest, as evidenced by the t-value of -0.662 and the significant value of 0.536 > 0.05, (2) advertisements have no effect on Oppo smartphone buying interest, as evidenced by the t-value of 1.067 and the significant value of 0.289 > 0.05, (3) electronic word of mouth has a positive effect on Oppo smartphone buying interest, as evidenced by the t-value of 4.999 and the significant value of 0.000 < 0.05, (4) and brand image has a positive effect on the Oppo smartphone buying interest, as evidenced by the t-value of 4.934 and the significant value of 0.000 < 0.05. The results of this study simultaneously indicate that product quality, electronic word of mouth and brand image have a positive effect on the buying interest of Oppo smartphone with a significant value of 0,000 < 0.005

scholarly journals PERAN BRAND IMAGE MEMEDIASI PENGARUH WORD OF MOUTH TERHADAP PURCHASE INTENTION (STUDI PADA PRODUK MIE SAMYANG HOT SPICY CHICKEN DI KOTA DENPASAR)

2018 ◽  
Vol 7 (4) ◽  
pp. 1771
Author(s):  
Ayu Indra Dewi ◽  
I Gusti Agung Ketut Sri Ardani
Keyword(s):  
Data Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Total Sample ◽  
Reliability Test ◽  
Analysis Technique ◽  
Mediator Variable

The purpose of this study is to determine the role of brand image in the influence of word of mouth on purchase intention. This research is conducted in Denpasar City with a total sample of 110 respondents. The criteria of respondents are measured using the purposive sampling technique. The criteria of respondents involved is they have never bought Samyang Hot Spicy Chicken noodle product before. The data collection is conducted by distributing questionnaires which is tested using the validity test and reliability test. The data analysis technique used in this research is the path analysis technique and the Solimun theory. The result attained in this research shows that brand image, as a variable which mediates the influence of word of mouth on purchase intention, is therefore a partial mediator variable. This result proves that brand image is capable of being a mediator variable in the influence of word of mouth on purchase intention

scholarly journals Pengaruh Celebrity Endorser, Brand Image, dan Elektronic Word of Mouth terhadap Pembelian Pada Pengguna E-Commerce Shopee di Indonesia

2021 ◽  
Vol 2 (1) ◽  
pp. 1-5
Author(s):  
Muhammad Fauzi Amrullah
Keyword(s):  
Quantitative Research ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Analysis Technique ◽  
Regression Test ◽  
Celebrity Endorser

This study aims to examine the influence of the variables Celebrity Endorser, Brand Image, and Electronic Word of Mouth on Purchasing Decisions among Shopee e-commerce users in Indonesia. This research is a causal quantitative research and data collection tools using a closed questionnairevia google form. The population in this study were Indonesians who shop using Shopee and the number of samples in this study were 80 people. The sampling technique used in this reseach isnon-probability sampling with purposive sampling method. The analysis used is multiple linear regression test. The data analysis technique uses the IBM SPSS version 21 program.The results of the analysis show that the variables of Celebrity Endorser, Brand Image, and Electronic Word of Mouth have a positive and significant effect on Purchasing Decisions on Shopee e-commerce users in Indonesia and the coefficient of determination (R2) by 0.603 or 60.3%.

scholarly journals Pengaruh Instagram dan EWOM Terhadap Minat dan Keputusan Pembelian Konsumen Produk Skincare

2022 ◽  
Vol 14 (1) ◽  
pp. 11-28
Author(s):  
Maria Anita Carolina Kioek ◽  
Lena Ellitan ◽  
Yuliasti Ika Handayani
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Purchasing Decisions ◽  
Purposive Sampling ◽  
Analysis Technique ◽  
Pls Analysis ◽  
Use Of Social Media

This study further finds out about the influence of instagram social media and electronic word of mouth (EWOM) as promotional media on buying interest and consumer purchase decisions on Somethinc skincare products. The sampling technique used is non-probability sampling by purposive sampling. As for the background of this research is the role of the use of social media Instagram and how influential electronic word of mouth (EWOM) on buying interest and consumer purchasing decisions. The research was conducted for skincare products with the SomeThinc brand. The sampling technique used is nonprobability sampling by purposive sampling. The sample used in this study were 105 respondents. The respondents in this study were required to be at least 17 years old, have an instagram social media account and have purchased SomeThinc skincare products. The data analysis technique used is SEM-PLS analysis using the SmartPLS 3.0 program. The results of this study indicate that instagram social media has a significant effect on buying interest, instagram social media has a significant effect on consumer purchasing decisions, electronic word of mouth (EWOM) has a significant effect on buying interest, electronicword of mouth (EWOM) has an effect on consumer purchasing decisions, buying interest has a significant effect on consumer purchasing decisions, social media instagram has a significant effect on consumer purchasing decisions mediated by buying interest,  electronic word of mouth (EWOM) has a significant effect on consumer purchasing decisions mediated by buying interest.

scholarly journals Pengaruh electronic word of mouth terhadap purchase intention smartphone android merk Samsung melalui brand image (Studi Pada Mahasiswa Fakultas Ekonomi Universitas Negeri Malang)

2021 ◽  
Vol 1 (1) ◽  
pp. 1-14
Author(s):  
Indraka Maulana ◽  
Handri Dian Wahyudi
Keyword(s):  
Path Analysis ◽  
Random Sampling ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
State University ◽  
Analysis Technique

Abstract The purpose of this study is to study the indirect effect electronically by word of mouth on purchase intentions through brand image. This type of research is a type of quantitative research with descriptive and explanatory research types. The population in this study were students of the Faculty of Economics, State University of Malang. Samples obtained in this study were 375 respondents. The sampling technique in this study uses proportional random sampling. While the data analysis technique used is Path Analysis. Path analysis test results show that: There is an indirect and positive and significant effect of electronic word of mouth on purchase intention through brand image partially. Abstrak Tujuan dalam penelitian ini pada dasarnya untuk mengetahui Pengaruh tidak langsung electronic word of mouth terhadap purchase intention melalui brand image.Jenis penelitian yang digunakan adalah jenis penelitian kuantitatif dengan jenis penelitian deskriptif dan eksplanatori. Populasi dalam penelitian ini adalah mahasiswa Fakultas Ekonomi Universitas Negeri Malang. Sampel yang didapatkan dalam penelitian ini sebanyak 375 responden. Teknik sampling dalam penelitian ini menggunakan proporsional random sampling. Sementara teknik analisis data yang digunakan menggunakan analisis jalur (Path Analysis). Hasil uji analisis jalur menunjukkan bahwa: Terdapat pengaruh tidak langsung secara positif dan signifikan electronic word of mouth terhadap purchase intention melalui brand image secara parsial.

scholarly journals PERAN BRAND IMAGE MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH DAN BRAND AWARENESS TERHADAP NIAT BELI

2020 ◽  
Vol 9 (6) ◽  
pp. 2434
Author(s):  
Ketut Ayu Wedayanti ◽  
I Gusti Agung Ketut Sri Ardani
Keyword(s):  
Path Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Brand Awareness ◽  
Electronic Word Of Mouth ◽  
Purposive Sampling ◽  
Analysis Technique

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

scholarly journals Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Shampoo Clear

2019 ◽  
Vol 8 (1) ◽  
pp. 44
Author(s):  
Natalia Junni Kalangi ◽  
Lucky F. Tamengkel ◽  
Olivia F. C. Walangitan
Keyword(s):  
Regression Coefficient ◽  
Brand Image ◽  
Survey Methods ◽  
Sampling Technique ◽  
Purchasing Decisions ◽  
Validity And Reliability ◽  
Analysis Technique ◽  
Celebrity Endorser ◽  
Independent Variable ◽  
Positive Effect

This study aims to determine: (1) the effect of celebrity endorsement on purchasing decisions for Clear brand shampoo, (2) the effect of brand image on purchasing decisions up to Clear brand, and (3) the influence of celebrity endorse and brand image on Clear shampoo shampoo purchase decisions.This study uses a quantitative approach bycollecting data through survey methods. This study also uses a purposive sampling technique based on certain characteristics. The sample in this study were 100 people of the Wenang sub-district of Manado city. Data collection techniques using questionnaires that have been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple regression.The results of this study indicate that: (1) Celebrity endorse has a positive effect on purchasing decisions, evidenced by the value of t count of 2.186 with a significance value of 0.031, smaller than 0.05 and the regression coefficient has a positive value of 0.340; (2) Brand image has a positive effect onpurchasing decisions, evidenced from the value of t count of 4.346 with a significance value of 0,000, smaller than 0.05 and the regression coefficient has a positive value of 0.749, and (3) Celebrity endorsers and brand images have a positive effect against purchasing decisions, as evidenced by the results of F count of 29,446 with a significance of 0,000. The adjusted R square value of 0.378 indicates that the ability of the independent variable in explaining the variation of the dependent variable is 37.80%, and the remaining 62.20% is explained by other variables outside the research model.

Electronic word-of-mouth generation and regulatory focus

2019 ◽  
Vol 32 (1) ◽  
pp. 23-45 ◽  
Author(s):  
Muhammad Sohaib ◽  
Umair Akram ◽  
Peng Hui ◽  
Hassan Rasool ◽  
Zohaib Razzaq ◽  
...  
Keyword(s):  
Regulatory Focus ◽  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Positive Impact ◽  
Sampling Technique ◽  
Ordinary Least Squares ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Content Type

Purpose The purpose of this paper is to investigate the electronic word-of-mouth (eWOM) motivations of regulatory-focused customers with positive and negative consumption experiences. Design/methodology/approach An online survey is conducted in Beijing and Shanghai. A random sampling technique is used to collect data from 854 respondents. Two scenarios of eWOM communication – positive and negative consumption experiences – are randomly assigned to each respondent. This study employs the structural equation modeling and confirmatory factor analysis techniques. However, it uses ordinary least squares and logistic regression to analyze 137 participants in the experimental study. Findings Promotion-focused customers that aim for self-enhancement and obtaining social benefits are motivated to spread positive eWOM on social networking sites. However, prevention-focused customers are driven by vengeance and anxiety, revealing higher intentions to post negative eWOM on review sites. eWOM generation is subject to gender, as promotion-focused male customers spread it more than both prevention-focused and promotion-focused female customers. Moreover, platform assistance (PA) has a significant positive impact upon regulatory-focused customers and eWOM (positive vs negative) relationships. Practical implications This study provides a deeper understanding of motivational factors of eWOM communication. Specifically, in case of product or service failure, negative consumption experiences drive prevention-focused customers to generate negative eWOM. Thus, using various tactics, marketers need to shift customers from focusing on prevention to focusing on promotion. For example, redeemable free coupons can shift customer attention and generate positive eWOM. Originality/value This study provides unique insights about eWOM motivation across genders. It examines regulatory focus, positive vs negative consumption experiences and moderation of PA.

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