Pengaruh Brand Image, Electronic Word of Mouth (eWOM) dan Customer Satisfaction terhadap Purchase Intention
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Abstract
This research wants to show the influence of brand image, electronic word of mouth (eWOM), and customer satisfaction on purchase intention. This descriptive research involved quantitative data collecting using a questionnaire as a data collection method. The researcher used the convenience sampling method to take 123 respondents with valid data. The data analysis technique used Partial Least Square – Structured Equation Modelling (PLS-SEM) with the help of Smart PLS 3.3.2 software. This study concluded that 1) Brand image has an insignificantly positive effect on purchase intention, 2) Customer Satisfaction has a significantly positive effect on purchase intention, 3) eWOM has a significant positive effect on purchase intention.
Penelitian ini dibuat untuk menunjukkan pengaruh brand image, electronic word of mouth (eWOM), dan customer satisfaction terhadap purchase intention. Pada penelitian deskriptif ini menggunakan pengumpulan data kuantitatif dengan kuesioner secara cross-sectional sebagai metode pengumpulan data. Metode yang digunakan adalah convenience sampling dengan sebanyak 123 responden data yang valid. Teknik analisis data menggunakan Partial Least Square – Structured Equation Modelling (PLS-SEM) dengan bantuan software Smart PLS 3.3.2. Kesimpulan pada penelitian ini adalah 1) Brand image berpengaruh positif tidak signifikan terhadap purchase intention, 2) Customer Satisfaction berpengaruh positif signifikan terhadap purchase intention, 3) eWOM berpengaruh positif signifikan terhadap purchase intention.
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