The Effect of Electronic Word of Mouth on Purchase Intention Through Brand Image as a Mediating Variable (Study on Sherina Torch Bag)

Abstract

This study aims to examine the influence of e-WOM quantity, e-WOM credibility, brand image on purchase intention of Sherina Torch bags. In addition, the mediating role of brand image. The relationship between e-WOM quantity and purchase intention, as well as e-WOM credibility and purchase intention is also explored. This study uses a quantitative method with a questionnaire survey with 385 samples and distribute to respondents using Bernoulli method to get respondents, aged 18-35 years, who have shopped online through Shopee and Tokopedia e-commerce. The questionnaire is distributed using Google Form so can be reached by many people. The results of this research indicate that the quantity of e-WOM has the most influence on e-WOM credibility and e-WOM credibility has the least influence to purchase intention.

Keyword: e-WOM, e-WOM Quantity, e-WOM Credibility, Brand Image, Purchase Intention