The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention

Dede Solihin, Ahyani Ahyani

Abstract


This study aimed to investigate the function of brand image in mediating the impact of social media and electronic word-of-mouth on purchase intention. Methods The causality technique is employed in this study. Customers who purchase on South Tangerang's Lazada marketplace make up the study's demographic. Purposive sampling was employed to select samples from up to 150 respondents. SEM (Structural Equation Model) analysis with the SMART PLS program was employed for the data analysis. The research showed that social media and electronic word-of-mouth (E-WOM) had a favorable and significant impact on brand perception. Brand image can act as a mediator between Electronic Word of Mouth (E-WOM) and social media factors on purchase intention. E-WOM and social media have a favorable and significant impact on purchase intention. The findings of this study suggest that social media and electronic word-of-mouth (E-WOM) can, directly and indirectly, improve purchase intention through brand image.

 


Keywords


Brand Image; Electronic Word Of Mouth; Social Media; Purchase Intention

Full Text:

PDF

References


Abubakar, A. M., Ilkan, M., & Sahin, P. (2016). eWOM eReferral and gender in the virtual community. Marketing Intelligence and Planning, 34(5), 692–710. https://doi.org/10.1108/MIP-05-2015-0090

Alrwashdeh, M., Emeagwali, O. L., & Aljuhmani, H. Y. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in north Cyprus. Management Science Letters, 9(4), 505–518. https://doi.org/10.5267/j.msl.2019.1.011

Angel, V., & Natadirja, M. (2021). Effect of eWOM, Ease of Use, Trust on Purchase Decision (Case Study on Blibli.com). Jurnal Manajemen (Edisi Elektronik), 12(3), 446-460. doi:http://dx.doi.org/10.32832/jm-uika.v12i3.5142

Arista. (2011). Analisis Pengaruh Iklan, Kepercayaan Merek Dan Citra Merek. Terhadap Minat Beli Konsumen. Jurnal Aset, 13(1), 37-45.

Ashfaq, Ahmed, M., & Zahid, Z. (2014). Role of social media marketing to enhance CRM and brand equity in terms of purchase intention. Anticancer Research, 21(3 B), 2229–3795.

Atika, A., Kusumawati, A., & Iqbal, M. (2018). The Effect of Electronic Word of Mouth, Message Source Credibility, Information Quality on Brand Image and Purchase Intention. EKUITAS (Jurnal Ekonomi Dan Keuangan), 20(1), 94–108. https://doi.org/10.24034/j25485024.y2016.v20.i1.94

Balakrishnan, K., J. Blouin, & W, Guay. (2011). Does Tax Aggressiveness Reduce Financial Reporting Transparency? Philadelphia, Pa: Wharton School, University of Pennsylvania.

Bulearca, M. & Bulearca, S. (2010). Twitter: A Viable Marketing Tool for SMEs. Global Business and Management Research: An International Journal. 2(4): 296–309.

Cynthiadewi, P. R., & Hatammimi, J. (2014). The Influence of Electronic Word Of Mouth toward Brand Image and Purchase Intention of 13th Shoes. International Conference on Economics, Education and Humanities (ICEEH’14), 10(11), 66–70. https://doi.org/10.15242/icehm.ed1214001

Darmawan, R., & Nurcaya, I.N. (2018). Membangun Niat Beli Iphone Melalui Ewom Dan Brand Image. E-Jurnal Manajemen Unud, 7(9). 5168-5196 https://doi.org/10.24843/EJMUNUD.2018.v7.i09.p20

Daswan, L., Juharsah, & Nasru. (2019). Analisis Pengaruh Electronic Word of Mouth Instagram Terhadap Brand Image Dan Purchase Intention Studi Pada Labaco Barbeshop Dan Cafe Kendari. Jurnal Manajemen, Bisnis Dan Organisasi (JUMBO), 3(1), 235–247. https://doi.org/dx.doi.org/10.33772/jumbo.v3i3.11915

Elseidi, R. I., & El-Baz, D. (2016). Electronic word of mouth effects on consumers’ brand attitudes, brand image and purchase intention: an empirical study in Egypt. International Conference on Restructuring of the Global Economy (ROGE), University of Oxford, UK, 7(5), 268–276.

Fahmi, M., Arif, M., Farisi, S. & Purnama, N.I. 2020. Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan. Jurnal Samudra Ekonomi dan Bisnis. 11(1): 53-68.

Farzin, M., & Fattahi, M. (2018). eWOM through social networking sites and impact on purchase intention and brand image in Iran. Journal of Advances in Management Research, 15(2), 161–183. https://doi.org/10.1108/JAMR-05-2017-0062

Fatimah, N., & Prihandono, D. (2020). Key Determinants of Purchase Decison : A Case Study of Poeniko Batik Store inPekalongan. Management Analysis Journal 9(3).

Garg, P., & Joshi, R. (2018). Purchase intention of “Halal” brands in India: the mediating effect of attitude. Journal of Islamic Marketing, 9(3), 683–694. https://doi.org/10.1108/JIMA-11-2017-0125.

Gautam, D., & Shrestha, D. (2018). Impact of Brand Equity on Purchase Intension of Smart Phones. Asia-Pacific Journal of Business, 9(1).

Ghozali, I., & Latan, H. (2017). Partial Least Squares: Konsep, Teknk dan Aplikasi Smart PLS 3.0. Badan Penerbit Universitas Diponegoro Semarang.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th ed.). Essex: Pearson Education.

Hakim, L.R., Suharno, & Kuleh, J. (2021). Pengaruh Electronic Word Of Mouth dan Experiential Marketing Terharap Purchase Intention Dengan Brand Equity Sebagai Variabel Intervening. Jurnal Pemasaran Kompetitif. 4(3). 329 – 339.

Hartzel, K.S., Mahanes, C.J., Maurer, G.J., Sheldon, J., Trunick, C. & Wilson, S.J. (2011). Corporate Posts and Tweets: Brand Control in Web 2.0. Journal of Information & Knowledge Management. 10(1): 51–5.

Hendri, H., & Budiono, H. (2021). Pengaruh Brand Image, Brand Turst, Ewom Terhadap Purchase Intention Pada Produk H&M Pada Masa Pandemi Covid-19. Jurnal Manajerial Dan Kewirausahaan, 3(2) 371-379. http://dx.doi.org/10.24912/jmk.v3i2.11881

Hendro, H., & Keni, K. (2020). eWOM dan Trust sebagai Prediktor terhadap Purchase Intention: Brand Image sebagai Variabel Mediasi. Jurnal Komunikasi, 12(2), 298. https://doi.org/10.24912/jk.v12i2.7760

Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2019). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22(01), 1203-1226

Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence and Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946

Jurnia, M., & Rosyad, U.N. (2015). Kajian Hubungan Antara Iklan Di Media Sosial Dengan Minat Beli Konsumen. Jurnal Bisnis dan Ekonomi, 2(4). Hal: 12-18

Khan, K., & Ali, M. (2017). Impact of Electronic Word of Mouth on Consumer Purchase Intention in Footwear Industry of Pakistan. Kuwait Chapter of Arabian Journal of Business and Management Review, 6(12), 52–63. https://doi.org/10.12816/0041755

Kotler, P., & Amstrong, G. (2016). Prinsip-prinsip Pemasaran. Edisi 13. Jilid 1. Jakarta: Erlangga.

Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3) 310-330. https://doi.org/10.1108/MRR-07-2015-0161

Kuspriyono, T. & Nurelasari, E. (2018). Pengaruh Social Media Marketing terhadap Customer Bonding dan Purchase to Intention. Cakrawala -Jurnal Humaniora. 18(2): 235–242.

Kusumasari, D., & Arifianto, S. (2019). Makna Teks Ujaran Kebencian Pada Media Sosial Jurnal Komunikasi, 12(1).

Nasrullah, Rulli. (2015). Media Sosial Perspektif Komunikasi, Budaya dan. Sosioteknologi. Bandung: Simbiosa Rekatama Media.

Pramudita, E., & Sitinjak, T. (2021). Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Pengguna Tokopedia, Shopee, Dan Bukalapak Di Jakarta. Jurnal Manajemen Pemasaran. 10(2).

Priatni, S. B., Hutriana, T., & Hindarwati, E. N. (2020). Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variable Intervening pada Martha Tilaar Salon Day Spa. Jurnal Ekonomi, Manajemen Dan Perbankan (Journal of Economics, Management and Banking), 5(3), 145. https://doi.org/10.35384/jemp.v5i3.165

Purwianti, L. (2021). Pengaruh Religiostik, EWOM, Brand Image dan Attitude terhadap Purchase Intention. Jurnal Ecodemica: Jurnal Ekonomi, Manajemen, dan Bisnis, 5(1).

Putra, I.D.P.G.W., & Aristana, M.D.W. (2020). Pengaruh Social Media Marketing Terhadap Brand Awareness Dan Purchase Intention (Studi Kasus: SMK Kesehatan Sanjiwani Gianyar). E-Jurnal Ekonomi dan Bisnis Universitas Udayana 9(1).

Putri, C.S. (2016). Pengaruh Media Sosial Terhadap Keputusan Pembelian Konsumen Cherie Melalui Minat Beli. PERFORMA: Jurnal Manajemen dan Start-Up Bisnis, 1(5).

Saputra, S., & M. Barus, F. (2020). Pengaruh Electronic Word Of Mouth (e-WOM) dan Citra Merek Terhadap MInat Belanja Konsumen di Batam. Julnal Ilmiah Manajemen dan Bisnis, 5(1).

Sari, N., Saputra, M., & Husein, J. (2017). Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Toko Online Bukalapak.Com. Jurnal Manajemen Magister, 03(01).

Seo, E.-J. & Park, J.-W. (2018). A Study on the Effects of Social Media Marketing Activities on Brand Equity and customer Response in the Airline Industry. Journal of Air Transport Management. 66: 36–41.

Sharma, S. & Verma, H.V. 2018. Social Media Marketing: Evolution and Change. Social Media Marketing. In: Heggde G., Shainesh G. (eds): 19–36. Singapore: Palgrave Macmillan.

Siswanto, T. (2013). Optimalisasi Sosial Media Sebagai Media Pemasaran Usaha Kecil Menengah. Jurnal Liquidity, 2(1).

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sulthana, A. N., & Vasantha, D. S. (2019). Influence of Electronic Word of Mouth eWOM on Purchase Intention. International Journal of Scientific & Tehcnology Research, 8(10).

Suyoga, I.B.G.A., & Santika, I.W. (2018). Peran Brand Image Dalam Memediasi Pengaruh Electronic Word Of Mouth Terhadap Niat Beli. E-Jurnal Manajemen Unud, 7(6), 3230-3257. https://doi.org/10.24843/EJMUNUD.2018.v7.i06.p

Torlak, O., Ozkara, B.Y., Tiltay, M.A., Cengiz, H., & Dulger, M.F. (2014). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention : An Application Concerning Cell Phone Brands for Youth Consumers in Turkey. Journal of Marketing Development and Competitiveness 8(2): 61–68.

Wibowo, A. (2015). Pengaruh Elektronik Word Of Mouth dan Brand Image terhadap Purchase Intention pada Konsumen Smartphone Samsung yang Berbasis Android. Jurnal Ilmu Manajemen. 12 (1). Hal. 71 – 88.

Yahya. (2022). Peran Green Marketing, Green Brand Image Terhadap Purchase Intention Dengan Green Trust Sebagai Variabel Intervening. JIMBIS: Jurnal Ilmiah Manajemen dan Bisnis. 1(1).

Yang, L., Cheng, Q., & Tong, S. (2015). Empirical study of eWOM’s influence on consumers’ purchase decisions. The Strategies of China's Firms, 1(1), 123-135.

Yu, M., Liu, F., Lee, J., & Soutar, G. (2018). The influence of negative publicity on brand equity: attribution, image, attitude and purchase intention. Journal of Product and Brand Management, 27(4), 440–451. https://doi.org/10.1108/JPBM-01-2017-1396




DOI: https://doi.org/10.31334/bijak.v19i2.2384

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Majalah Ilmiah Bijak

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

View My Stats

 

MAJALAH ILMIAH BIJAK

ISSN 1411-0830 (Media Cetak) 2621-749X (Media Online)
Email :  [email protected] / [email protected]
Website: http://ojs.stiami.ac.id/index.php/bijak/index

 

INDEKS BY: