Electronic Word-of-Mouth and Social Media Marketing on Brand Image and Purchase Intention

Tasia Kartika; Dorothy Pandjaitan

doi:10.37641/jimkes.v11i3.2162

Authors

Tasia Kusuma Kartika Department of Management, University of Lampung, Indonesia
Dorothy R.H. Pandjaitan Department of Management, University of Lampung, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v11i3.2162

Keywords:

Electronic word-of-mouth, Social media marketing, Brand image, Purchase intention

Abstract

Electronic Word-of-Mouth (eWOM) and Social Media Marketing are widely used by consumers to gather information about a product. Information obtained from various sources on the internet will affect consumer perceptions of brand image, risk and encourage consumer buying interest. This study aims to examine the effect of electronic word-of-mouth variables, and social media marketing on purchase intention with brand image as an intervening variable. This research was conducted quantitatively on 150 respondents. The research was conducted on all Lampung people who know about Bittersweet by Najla Lampung on Instagram and have made purchases through e-commerce. The method used is Structural Equation Model with SmartPLS 3.3.3 software in 2023. Statistical results after hypothesis testing show that each variable, namely: These results indicate that hypotheses one, two, three, four and five are proven, and it can be concluded that electronic word-of-mouth has a positive and significant effect on brand image and purchase intention, and social media marketing has a positive effect on brand image and purchase intention and is significant to brand image and significant to purchase intention. Meanwhile, brand image has a positive and significant effect on purchase intention.

Downloads

Download data is not yet available.

References

Azizan, N. S., & Yusr, M. M. (2019). The influence of customer satisfaction, brand trust, and brand image towards customer loyalty. International Journal of Entrepreneurship, 2(7), 93-108.

Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia-Social and Behavioral Sciences, 148, 177-185.

Cynthiadewi, P. R., & Hatammimi, J. (2014, December). The influence of electronic word of mouth toward brand image and purchase intention of 13th shoes. In International Conference on Economics, Education and Humanities (ICEEH’14) 10 (11); 66-70).

Ellitan, L., Harvina, L. G. D., & Lukito, R. S. H. (2022). The Effect of Social Media Marketing on Brand Image, Brand Trust, and Purchase Intention of Somethinc Skincare Products in Surabaya. Journal of Entrepreneurship & Business, 3(2), 104-114.

Haudi, H., Handayani, W., Musnaini, M., Suyoto, Y., Prasetio, T., Pitaloka, E., ... & Cahyon, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961-972.

Heskiano, H., Syah, T. Y. R., & Hilmy, M. R. (2020). Social Media Marketing Relations, Brand Awareness to Brand Loyalty Through The Brand Image. Journal of Multidisciplinary Academic, 4(4), 208-214.

Hidayat, A. (2021). Role of Electronic Word of Mouth and Social Media Marketing on Brand Image and Purchase Intention toward E-Commerce Cosmetic Products. Archives of Business Research, 9(10), 178-91.

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 & Planning, 30(4), 460-476.

Jasin, M. (2022). The Role of Social Media Marketing and Electronic Word of Mouth on Brand Image and Purchase Intention of SMEs Product. Journal of Information Systems and Management (JISMA), 1(4), 54-62.

Kotler, P., & Keller, K. L. (2019). Marketing Management. London: Pearson Education.

Nursyabani, A. P., & Silvianita, A. (2023). The Effects of Celebrity Endorser and Electronic Word of Mouth on Purchase Intention With Brand Image as Intervening Variable on Wardah Lipstick Products. International Journal of Advanced Research in Economics and Finance, 5(1), 273-286.

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.