PENGARUH EWOM DAN HARGA TERHADAP BRAND IMAGE DAN MINAT BELI KONSUMEN SOMETHINC PADA E-COMMERCE
Abstract
This study aims to explain the influence of eWOM and price on brand image and
purchase intention of Somethinc products in e-commerce. The research method
used in this study is a quantitative approach through online questionnaire
distribution, obtaining 220 respondents. The number of respondents was obtained
using convenience sampling techniques based on specific criteria. The data
analysis was conducted using PLS-SEM. The results of this study indicate that
eWOM and price variables have a positive and significant influence on brand
image, and the variables eWOM, price, and brand image also have a positive and
significant influence on purchase intention. This research can contribute to the
literature on purchase intention by considering the variables of eWOM, price, and
brand image. For companies, the findings can be taken into consideration to
strengthen relationships with consumers through e-commerce.
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