The Effect of Electronic Word of Mouth Toward Brand Image and Purchase Intention: A Case Study of Samsung Smartphone
Abstract
The aim of this research was to determine The Effect of Electronic Word of
Mouth toward Brand Image and Purchase Intention: case study of Samsung
Smartphone Influence of. This research was conducted in Indonesia that were taken
as sample were those who have experienced using Smartphone. The data was
collected by using questionnaire based on Likert scale. The method of sample is using
convenient sampling with 214 respondents were chosen to represent overall users.
The data was then analyzed by using Structural Equation Modeling analysis with the
helping of SPSS and AMOS. The result of this study found that there are significant
and positive impacts of Electronic Word of Mouth, Brand Image, and Purchase
Intention.
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