THE ROLE OF IMAGE BRANDS MEDIATES E-WOM EFFECTS ON BUYING INTEREST IN TRITON LEARNING INSTITUTIONS

Russian Journal of Agricultural and Socio-Economic Sciences

Asdiana L.D.P.¹  Yasa N.N.K.¹ 

[1] Master of Management Study Program, Faculty of Economics and Business, University of Udayana;

关键词: e-wom;    brand image;    purchase intention;   

DOI  :  10.18551/rjoas.2020-07.07

来源: DOAJ

【 摘 要 】

This study aims to examine the role of brand image mediating the effect of e-WOM on purchase intentions at the Triton Tutoring Institute. The number of respondents in this study was 128 respondents, all respondents were high school students in Denpasar City who had not yet followed the Triton Study Guidance. The sampling technique in this study was purposive sampling. Data from the questionnaires were then analyzed using the Partial Least Square (PLS) analysis technique with the help of the Smart PLS program. Based on the results of the analysis in this study, several conclusions are obtained, namely (1) e-WOM has a positive and significant effect on purchase intention, (2) e-WOM has a positive and significant effect on brand image, (3) brand image has a positive and significant effect on purchase intention and (4) the role of the brand image significantly mediates the effect of e-WOM on purchase intentions. This shows the higher brand image, the higher the influence of e-WOM for students' interest in following Triton's tutoring in Denpasar.

【 授权许可】

Unknown