Syach, Maulidiah Winda Hani and Puruwita, Dita and Krissanya, Nofriska (2024) Social Media Marketing and E-Wom: Driving Purchase Intentions Through Brand Image. Social Media Marketing and E-Wom: Driving Purchase Intentions Through Brand Image, 7 (1). pp. 60-78.
Full text not available from this repository.Abstract
The purpose of this research is to identify the factors influencing the purchase intention of Circle K products in the DKI Jakarta area, focusing on the variables of social media marketing, Electronic Word of Mouth (E-WOM), and brand image. The research uses a quantitative approach with the Structural Equation Model (SEM). Primary data was collected through questionnaires using a Likert scale ranging from strongly agree to strongly disagree. A purposive sampling method was used to obtain the sample, and the researchers gathered data from 210 respondents. The results of the study indicate that social media marketing and E-WOM have a positive and significant direct impact on brand image. Purchase intention also has a positive and significant direct impact on brand image. Additionally, social media marketing and E-WOM positively and significantly influence purchase intention through brand image. However, social media marketing and E-WOM do not have an impact on purchase intention.
| Item Type: | Article |
|---|---|
| Subjects: | Teknologi dan Ilmu Terapan > Teknologi (umum) |
| Depositing User: | OJS LPPM UNJ . |
| Date Deposited: | 25 Apr 2025 02:21 |
| Last Modified: | 25 Apr 2025 02:21 |
| URI: | http://repository.unj.ac.id/id/eprint/56047 |
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