PERAN BRAND IMAGE MEMEDIASI PENGARUH E-WOM TERHADAP NIAT KONSUMEN MENGGUNAKAN OVO MOBILE PAYMENT

Abstract

Purchase intention is the stage where consumers make decisions between several brands, and finally choose the alternative they like best or the process experienced by consumers in deciding which goods or services to buy based on various considerations. This research was conducted on the basis of knowing the relationship between E-WOM on purchase intention and mediated by brand image variables. This research was conducted on prospective OVO mobile payment users, with a study sample of 110 people in Denpasar City, using a nonprobability sampling method namely purposive sampling. Data collection using questionnaires distributed through online and offline. The technical analysis used is descriptive analysis techniques and inferential analysis techniques. The results obtained are found that there is a positive influence between E-WOM on brand image, found a positive influence between E-WOM on purchase intention, found a positive influence between brand image purchase intention relationships, and brand image mediates the influence of E-WOM on purchase intention . Keywords: brand image, E-WOM, purchase intention.