PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE PADA PRODUK TAS LAPTOP EIGER (STUDI MAHASISWA STIESIA SURABAYA)

Abstract

This research aimed to examine the direct and indirect effect of electronic word of mouth on purchasing intentions with the brand image as the intervening variable for the Eiger Laptop bag products. The research was quantitative. Moreover, the population was students of S1 Accounting, S1 Management, D3 Accounting, and D3 Management STIESIA Surabaya consisting of 100 respondents. The data collection technique used non-probability sampling, in which all members of the population were the sample. Furthermore, the instrument of data collection technique used online questionnaires through a google form. Additionally, the data analysis technique used PLS (Partial Least Square) with SmartPLS 3.0. The result of the direct effect showed that electronic word of mouth had a positive and significant effect on brand image. While brand image had a direct and significant effect on purchasing intentions. Likewise, electronic word of mouth had a direct and significant effect on purchasing intentions. Meanwhile, the result of the indirect effect showed that the brand image as the intervening variable was capable to mediate the effect of electronic word of mouth positively and significantly on purchasing intentions.