Authors:

M. Uky Taufiqur Rohman, Ni Nyoman Rsi Respati

Abstract:

“Advances in technology have changed the style of society in conducting social interactions, nowadays social interactions can be done using technology and even buying and selling interactions can be done online. Internet users in Bali in 2018 are still centered in Denpasar City as much as 66.11 percent, therefore the Bukalapak company can increase the Purchase Intention of the Denpasar community. This study aims to determine the role of Brand Image in mediating the effect of e-WOM on Purchase Intention. This research was conducted at Bukalapak company in Denpasar. The sample used in this research amounted to 120 respondents using purposive sampling method. The data analysis technique used is path analysis. Data collection was done by distributing questionnaires via google form. The results of this study indicate that the e-WOM variable has a positive and significant effect on Purchase Intention at Bukalapak in Denpasar, e-WOM has a positive and significant effect on Brand Image on Bukalapak in Denpasar, Brand Image has a positive and significant effect on Purchase Intention on Bukalapak in Denpasar, Brand Image is a variable mediating the effect of e-WOM on Purchase Intention on Bukalapak in Denpasar.”

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PDF:

https://jurnal.harianregional.com/eeb/full-86736

Published

2023-09-30

How To Cite

ROHMAN, M. Uky Taufiqur; RESPATI, Ni Nyoman Rsi. PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH E-WOM TERHADAP PURCHASE INTENTION.E-Jurnal Ekonomi dan Bisnis Universitas Udayana, [S.l.], p. 1761-1773, sep. 2023. ISSN 2337-3067. Available at: https://ojs.unud.ac.id/index.php/EEB/article/view/86736. Date accessed: 28 Aug. 2025. doi:https://doi.org/10.24843/EEB.2023.v12.i09.p08.

Citation Format

ABNT, APA, BibTeX, CBE, EndNote - EndNote format (Macintosh & Windows), MLA, ProCite - RIS format (Macintosh & Windows), RefWorks, Reference Manager - RIS format (Windows only), Turabian

Issue

VOLUME.12.NO.09.TAHUN.2023

Section

Articles

Creative Commons License This work is licensed under a Creative Commons Attribution 4.0 International License