The Role of E-WOM in Mediating the Influence of Brand Image on Product Purchasing Decisions

Nyoman Sri Manik Parasari; Gusti Ayu Putu Fajar Ayu Cahyanti; Ni Putu Yunita Anggreswari; Anak Agung Istri Agung Maheswari

doi:10.37641/jimkes.v13i2.3132

Authors

Nyoman Sri Manik Parasari Faculty of Economics and Business; Universitas Pendidikan Nasional, Denpasar, Indonesia
Gusti Ayu Putu Fajar Ayu Cahyanti Faculty of Economics and Business; Universitas Pendidikan Nasional, Denpasar, Indonesia
Ni Putu Yunita Anggreswari Faculty of Social Science and Humanities; Universitas Pendidikan Nasional, Denpasar, Indonesia
Anak Agung Istri Agung Maheswari Faculty of Tourism; Universitas Pendidikan Nasional, Denpasar, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i2.3132

Keywords:

Electronic Word of Mouth (E-WOM), Brand Image, Purchase Decision

Abstract

In the context of marketing, e-WOM is a highly influential tool in shaping consumer perceptions and influencing purchasing decisions. This study aims to assess the role of Electronic Word of Mouth (e-WOM) in mediating the influence of brand image on consumer purchasing decisions for Voordurend Love, a local fashion brand in Bali. This research employs a quantitative method, utilizing an online questionnaire distributed to 130 respondents from Generation Z and Millennials who are familiar with and have purchased Voordurend Love products. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) Version 4. The findings reveal that brand image has a significant positive effect on e-WOM and purchasing decisions. Additionally, e-WOM positively influences purchasing decisions. One key finding is that e-WOM serves as a mediating variable, strengthening the impact of brand image on purchasing decisions. This study underscores the importance of maintaining a strong brand image and proactively managing online consumer reviews to enhance purchase intentions in the digital marketplace.

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