Digital Buzz: Analyzing the Impact of E-WOM, Brand Image, and Brand Loyalty on Purchase Intentions in the Indonesian Oppo and Vivo Smartphone Competition on Shopee

Abstract

In densely populated Indonesia, where the average consumer tends to opt for budget-friendly mobile phones. Therefore, this research explores the connections among electronic word-of-mouth (E-WOM), brand loyalty, brand image, and purchase intentions within the digital business landscape through a quantitative survey of 149 smartphone users in Jakarta, Indonesia. The study reveals that E-WOM does not significantly predict purchase intention for Oppo smartphones. However, it establishes a positive and significant association between brand image and purchase intention for both Oppo and Vivo smartphones. Furthermore, brand loyalty emerges as a significant predictor of purchase intention exclusively for Oppo smartphones. These findings emphasize the importance of cultivating a strong brand image and leveraging positive E-WOM to enhance purchase intention, providing valuable guidance for smartphone marketers. Future research directions include investigating contextual factors influencing the impact of E-WOM, exploring specific dimensions of brand image, and identifying alternative drivers of brand loyalty. Comparative studies across diverse brands and markets can further enrich our understanding of consumer behavior in the smartphone industry.