PERAN BRAND IMAGE MEMEDIASI PENGARUH E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE OPPO DI KOTA DENPASAR

Abstract

Rapid development of communication technology has made the need for smartphones increasing. This can be seen from the community even more concerned with smartphones than socializing with friends or relatives in the surrounding environment. So that it becomes a great opportunity for smartphone companies to market their products to a wider market share. This study aims to determine the role of Brand image in mediating the influence of E-WOM on the purchase decision of Oppo smartphone products in Denpasar City. This research was conducted on Oppo smartphone products using non-probability sampling methods, especially purposive sampling. The number of respondents in this study were 100 respondents. The results of the analysis of this study are E-WOM has a positive and significant effect on purchasing decisions, E-WOM has a positive and significant effect on Brand image, Brand image has a positive and significant effect on purchasing decisions, Brand image is able to mediate the influence of E-WOM on purchasing decisions Based on the results of this study, it is hoped that Oppo can pay attention to good E-WOM on internet media in the hope of being able to improve Oppo's Brand image so that it influences purchasing decisions. Keywords: E-WOM; Brand image; Purchase decision