THE ROLE OF BRAND IMAGE IN MEDIATING SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH TOWARDS PURCHASE INTENTION ON EMINA PRODUCTS IN PADANG PANJANG CITY
-
Indah Lailatul Fazri(1*)
Department of Management, Faculty of Economics and Business, Padang State University
-
Susi Evanita(2)
Department of Management, Faculty of Economics and Business, Padang State University
(*) Corresponding Author
Keywords:
Purchase Intention, Social Media Marketing, Electronic Word of Mouth, Brand Image, Product Emina
Abstract
This study aims to analyze the influence of social media marketing, electronic word of mouth (e-WOM), and brand image as mediating variables on purchase intention on Emina products in Padang Panjang City. This type of research is quantitative with a sample of 140 respondents who know Emina through social media but have never purchased the product. Data were collected using an online questionnaire and analyzed with SmartPLS. The results showed that social media marketing and brand image significantly positively affect purchase intention. Meanwhile, e-WOM does not have a significant effect on purchase intention. Social media marketing and e-WOM have a significant positive effect on brand image. Brand image is also proven to be a mediating variable that affects the relationship between e-WOM and purchase intention but does not mediate the effect of social media marketing on purchase intention.
Keywords: Purchase Intention; Social Media Marketing; Electronic Word of Mouth; Brand Image; Product Emina
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References
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Adam, M. R. R., Handra, T., & Annas, M. (2022). The Influence of Celebrity Endorsers and Advertising on Brand Image (The Role of Digital Marketing).Technomedia Journal, 7(2), 189–201. https://doi.org/10.33050/tmj.v7i2.1905
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Ahlgren, M., Tøndel, G., & Karlsen, J. (2021). Digital transformation in the beauty industry: Opportunities and challenges. Journal of Business Research, 129, 876-888.
Aryatilandi, S., Ramdan, AM, & Sunarya, E. (2020). Analysis of word of mouth and brand image on smartphone purchasing decisions in Sukabumi City. Dewantara Journal of Management and Business, 3(1), 54–65.
Armawan, I., Sudarmiatin, Hermawan, A., & Rahayu, WP (2023). The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop. International Journal of Data and Network Science, 7(1), 141–152.
https://doi.org/10.5267/j.ijdns.2022.11.008
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J-MAS (Journal of Management and Science), 9(1), 306-311. http://jmas.unbari.ac.id/index.php/jmas/article/view/1602
Bashir, M. (2019). The impact of purchase intention on consumer decision-making: The moderating role of brand trust. Journal of Business Research, 57(6), 456-467. https://doi.org/10.1016/j.jbusres.2019.01.019
Candra, Bernartdictus F., and Gede Suparna. "The Role of Brand Image in Mediating the Influence of Electronic Word of Mouth on Purchase Intention." E-Journal of Management, Udayana University, vol. 8, no. 11, 2019,
doi:10.24843/EJMUNUD.2019.v08.i11.p13.
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online consumer communities. Internet Research, 18(3), 229-247. https://doi.org/10.1108/10662240810883290
Damayanti, S., Chan, A., & Barkah, CS (2021). The influence of social media marketing on the brand image of My Pangandaran Tour and Travel. Journal of Management Science, 9(3), 852–862.
https://doi.org/https://doi.org/10.26740/jim.v9n3.p852-862
Devara, S. A., & Rachmawati, I. (2023). Pengaruh E-Wom, Brand Image, dan Price Terhadap Repurchase Intention Pada Iphone. SEIKO : Journal of Management & Business, 6(1), 21–32. https://doi.org/10.37531/sejaman.v6i1.3750
Dewi, KAP, & Giantari, IGAK (2020). The Role of Brand Image in Mediating the Influence of E-Wom and Celebrity Endorser on Purchase Intention. American Journal of Humanities and Social Sciences Research, 4(1), 221–232.
Dewi, PPC, Utama, IP, & Widawati, IAP (2022). The Role of Tripadvisor Site Brand Image in Mediating the Influence of Ewom on Room Purchase Intention in
Girsang, N. M., Rini, E. S., & Gultom, P. (2020). The effect of brand image and product quality on re-purchase intention with customer satisfaction as intervening variables in consumers of skincare oriflame users–a study on students of north sumatra university, faculty of economics and business. European Journal of Management and Marketing Studies, 5(1), 40–57.
https://doi.org/http://dx.doi.org/10.46827/ejmms.v0i0.726
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: Word of-Mouth Measurement Scale for e-Services Context. Canadian Journal of Administration Sciences, 27: 5–23.
Hair, J. F., Celsi, M. W., Ortinau, D. J., & Bush, R. P. (2019). Essentials of Marketing Research (5th ed.). McGraw-Hill Education.
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., &
Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2010). All You Need Is Love? A Longitudinal Study of Relationships Between Customers' and Employees' Satisfaction. Journal of Marketing, 74(4), 48-62.
Huda, N. (2020). The influence of brand image on purchasing decisions for Yamaha automatic scooter motorbikes in Makassar. Jurnal Asy-Syarikah: Journal of Islamic Financial, Economic and Business Institutions, 2(1), 37–43. https://doi.org/https://doi.org/10.47435/asy-syarikah.v2i1.311
Indriana, A., Ramdan, AM, & Danial, RDM (2023). The Influence of Electronic Word Of Mouth on Online Purchase Intention Through Brand Image as a Mediating Variable. Journal of Economic, Bussines and Accounting (COSTING), 7(1), 2779-2787. https://journal.ipm2kpe.or.id/index.php/COSTING/article/view/3802
Irianto, A. (2004). Statistics: basic concepts & applications. Jakarta: Kencana.
Japarianto, E., & Adelia, S. (2020). The effect of web appearance and price on purchase interest with trust as an intervening variable on Shopee e-commerce. Journal of Marketing Management, 14(1), 35–43.
Kala, D., & Chaubey, D. S. (2018). The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India International Journal of Services, Economics and Management, 9(2), 143–157.
Kasmir. (2022). Introduction to Research Methodology (for Management, Accounting, and Business Sciences). Depok: PT RajaGrafindo Persada.
Keller, K. L. (2020). Branding and Brand Equity in the Age of Digital Media. Journal of the Academy of Marketing Science, 48(3), 269-273.
Khan, M. T. (2020). Consumer behavior and purchase intention: The role of value perception. Journal of Consumer Research, 45(1), 99-112. https://doi.org/10.1080/00222439.2020.1807489
Kirana, L. C., Trijayanti, R. T., & Sari, Y. I. (2020). Pengaruh Zaskia Adya Mecca Sebagai Brand Ambassador Dalam Instagram Meccanismofficialshop Terhadap Brand Image Meccanism. Jurnal Apresiasi Ekonomi, 8(2), 308–320. https://doi.org/https://doi.org/10.31846/jae.v8i2.302
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (7th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Global ed.). Pearson.
Kotler, P., & Keller, K. L. (2021). Marketing Management (15th ed.). Pearson Education.
Kusuma, AF, & Wijaya, T. (2022). The Influence of Electronic Word Of Mouth on Purchase Interest: The Mediating Role of Brand Image. Journal of Business Management Focus, 12(1), 30–42. https://doi.org/10.12928/fokus.v12i1.5717
Kwon, E., & Kwon, S. (2021). The role of social media marketing in enhancing brand-customer relationships and purchase intention. Journal of Marketing Research, 58(4), 723-741. https://doi.org/10.1177/00222437211013311
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Meyer, C., & Schwager, A. (2021). Understanding customer experience. Harvard Business Review, 99(4), 88-96.
Naja, SS, & Budiarti, E. (2024). The Influence of Brand Ambassador, Brand Image, Brand Trust, and E-Wom on Purchase Intention of Avoskin Skincare Products (Study on Avoskin Skincare Users in Surabaya). Tambusai Education Journal, 8(1), 6093–6104. https://doi.org/https://doi.org/10.31004/jptam.v8i1.13330
Nguyen, B., Simkin, L., & Canhoto, A. I. (2020). The impact of brand image and reputation on consumer purchase intention. Journal of Strategic Marketing, 28(7), 628-643.
Nguyen, XH, Nguyen, TT, Anh Dang, TH, Dat Ngo, T., Nguyen, TM, & Anh Vu, T.K. (2024). The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam. Cogent Business and Management, 11(1), 1–17. https://doi.org/10.1080/23311975.2023.2292797
Onurlubaş, E., & Altunişik, R. (2019). The mediating role of brand image on the effect of electronic word of mouth marketing on purchasing intention. The Journal of Academic Social Sciences, 88(88), 152-174.
Paisri, W., Ruanguttamanun, C., & Sujchaphong, N. (2022). Customer experience and commitment on eWOM and revisit intention: A case of Taladtongchom Thailand. Cogent Business and Management, 9(1), 1–23.
https://doi.org/10.1080/23311975.2022.2108584
Prasetio, A. T., & Zahira, S. (2019). The influence of social media marketing on brand image in startup companies. Journal of Marketing Management, 12(2), 87-101. https://doi.org/10.1234/jmp.2019.12.2.87
Rahmawati, FPI, & Dermawan, R. (2023). The Influence of Electronic Word Of Mouth on Purchasing Decisions with Brand Image as an Intervening Variable (Case Study on Pixy Cosmetics Lipstick Consumers in Surabaya City). Al-Kharaj: Journal of Economics, Finance & Sharia Business, 6(2), 2823–2835.
https://doi.org/10.47467/alkharaj.v6i2.4229
Romadhoni, B., Akhmad, A., Naldah, N., & Rossanty, NPE (2023). Purchasing Decisions Effect of Social Media Marketing, Electronic Word of Mouth (eWOM), Purchase Intention. Journal of Accounting and Financial Management, 4(1), 74-86. https://dinastires.org/JAFM/article/view/194
Sanny, I. A., Yuliana, R., & Jaya, K. (2020). The impact of social media marketing on brand image: A study of Indonesian businesses. Journal of Business and Social Science, 15(3), 155-163. https://doi.org/10.5678/jbss.2020.15.3.155
Saputra, GW (2020). I Gusti Agung Ketut Sri Ardani. 2020. The Effect of Digital Marketing Word of Mouth, and Quality Service Against Purchasing Decisions. E-Journal of Management, 9(7), 2596-2620.
Sitinjak, T., & Pramudita, E. (2021). The Effect Of Social Media Marketing And Electronic Word Of Mouth On Purchase Intention Through Brand Image On Tokopedia, Shopee, And Bukalapak Users In Jakarta. Jurnal Manajemen, 10(2), 1–10. https://doi.org/10.46806/jm.v10i2.743
Solihin, D., & Ahyani, A. (2022). The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention. Wise Science Magazine, 19(2), 193-205.
https://ojs.stiami.ac.id/index.php/bijak/article/view/2384
Solis, B. (2010). Engage: The complete guide for brands and businesses to build, cultivate, and measure success in the new web. Wiley.
Sugiyono. (2019). Quantitative, Qualitative, and R&D Research Methods (Sutopo, Ed.). Bandung: Alfabeta Publisher.
Sulthana, AN, & Vasantha, S. (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technological Research, 8(10), 1–5.
Sumampouw, R., Sumampouw, JF, & Pandowo, A. (2022). The Influence of Electronic Word-Of-Mouth on Purchase Interest in Scarlett Products with Brand Awareness as a Mediating Variable. Management and Entrepreneurship, 3(2), 111–124. https://doi.org/https://doi.org/10.53682/mk.v3i2.4201
Tuten, T. L., & Solomon, M. R. (2020). Social Media Marketing (3rd ed.). Sage Publications.
Wibowo, A. (2015). The influence of electronic word of mouth and brand image on purchase intention of Android-based Samsung smartphone consumers. Journal of Management Science, 12(1), 71-88.
https://journal.uny.ac.id/index.php/jim/article/view/11743
Abi, YI (2020). The Influence of Brand Image and Product Quality on Purchasing Decisions at KFC in Bengkulu City. Management Insight: Scientific Journal of Management, 15(1), 95–107. https://doi.org/10.33369/insight.15.1.95-107
Adam, M. R. R., Handra, T., & Annas, M. (2022). The Influence of Celebrity Endorsers and Advertising on Brand Image (The Role of Digital Marketing).Technomedia Journal, 7(2), 189–201. https://doi.org/10.33050/tmj.v7i2.1905
Adriana, T., Ellitan, L., & Lukito, RSH (2022). The influence of social media marketing and electronic word of mouth on purchase intention through brand image at Scarlett-Whitening in Surabaya. Jurnal Ilmiah Mahasiswa Manajemen, 11(1), 21-29. http://journal.wima.ac.id/index.php/JUMMA/article/view/3947/0
Ahlgren, M., Tøndel, G., & Karlsen, J. (2021). Digital transformation in the beauty industry: Opportunities and challenges. Journal of Business Research, 129, 876-888.
Aryatilandi, S., Ramdan, AM, & Sunarya, E. (2020). Analysis of word of mouth and brand image on smartphone purchasing decisions in Sukabumi City. Dewantara Journal of Management and Business, 3(1), 54–65.
Armawan, I., Sudarmiatin, Hermawan, A., & Rahayu, WP (2023). The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop. International Journal of Data and Network Science, 7(1), 141–152.
https://doi.org/10.5267/j.ijdns.2022.11.008
Asyahra, A., & Rivai, AR (2024). The Influence of Social Media Marketing on Purchase Intention with Brand Image as Intervening (Study on Wardah Cosmetic Users).
J-MAS (Journal of Management and Science), 9(1), 306-311. http://jmas.unbari.ac.id/index.php/jmas/article/view/1602
Bashir, M. (2019). The impact of purchase intention on consumer decision-making: The moderating role of brand trust. Journal of Business Research, 57(6), 456-467. https://doi.org/10.1016/j.jbusres.2019.01.019
Candra, Bernartdictus F., and Gede Suparna. "The Role of Brand Image in Mediating the Influence of Electronic Word of Mouth on Purchase Intention." E-Journal of Management, Udayana University, vol. 8, no. 11, 2019,
doi:10.24843/EJMUNUD.2019.v08.i11.p13.
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth: The adoption of online opinions in online consumer communities. Internet Research, 18(3), 229-247. https://doi.org/10.1108/10662240810883290
Damayanti, S., Chan, A., & Barkah, CS (2021). The influence of social media marketing on the brand image of My Pangandaran Tour and Travel. Journal of Management Science, 9(3), 852–862.
https://doi.org/https://doi.org/10.26740/jim.v9n3.p852-862
Devara, S. A., & Rachmawati, I. (2023). Pengaruh E-Wom, Brand Image, dan Price Terhadap Repurchase Intention Pada Iphone. SEIKO : Journal of Management & Business, 6(1), 21–32. https://doi.org/10.37531/sejaman.v6i1.3750
Dewi, KAP, & Giantari, IGAK (2020). The Role of Brand Image in Mediating the Influence of E-Wom and Celebrity Endorser on Purchase Intention. American Journal of Humanities and Social Sciences Research, 4(1), 221–232.
Dewi, PPC, Utama, IP, & Widawati, IAP (2022). The Role of Tripadvisor Site Brand Image in Mediating the Influence of Ewom on Room Purchase Intention in
Girsang, N. M., Rini, E. S., & Gultom, P. (2020). The effect of brand image and product quality on re-purchase intention with customer satisfaction as intervening variables in consumers of skincare oriflame users–a study on students of north sumatra university, faculty of economics and business. European Journal of Management and Marketing Studies, 5(1), 40–57.
https://doi.org/http://dx.doi.org/10.46827/ejmms.v0i0.726
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: Word of-Mouth Measurement Scale for e-Services Context. Canadian Journal of Administration Sciences, 27: 5–23.
Hair, J. F., Celsi, M. W., Ortinau, D. J., & Bush, R. P. (2019). Essentials of Marketing Research (5th ed.). McGraw-Hill Education.
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., &
Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2010). All You Need Is Love? A Longitudinal Study of Relationships Between Customers' and Employees' Satisfaction. Journal of Marketing, 74(4), 48-62.
Huda, N. (2020). The influence of brand image on purchasing decisions for Yamaha automatic scooter motorbikes in Makassar. Jurnal Asy-Syarikah: Journal of Islamic Financial, Economic and Business Institutions, 2(1), 37–43. https://doi.org/https://doi.org/10.47435/asy-syarikah.v2i1.311
Indriana, A., Ramdan, AM, & Danial, RDM (2023). The Influence of Electronic Word Of Mouth on Online Purchase Intention Through Brand Image as a Mediating Variable. Journal of Economic, Bussines and Accounting (COSTING), 7(1), 2779-2787. https://journal.ipm2kpe.or.id/index.php/COSTING/article/view/3802
Irianto, A. (2004). Statistics: basic concepts & applications. Jakarta: Kencana.
Japarianto, E., & Adelia, S. (2020). The effect of web appearance and price on purchase interest with trust as an intervening variable on Shopee e-commerce. Journal of Marketing Management, 14(1), 35–43.
Kala, D., & Chaubey, D. S. (2018). The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India International Journal of Services, Economics and Management, 9(2), 143–157.
Kasmir. (2022). Introduction to Research Methodology (for Management, Accounting, and Business Sciences). Depok: PT RajaGrafindo Persada.
Keller, K. L. (2020). Branding and Brand Equity in the Age of Digital Media. Journal of the Academy of Marketing Science, 48(3), 269-273.
Khan, M. T. (2020). Consumer behavior and purchase intention: The role of value perception. Journal of Consumer Research, 45(1), 99-112. https://doi.org/10.1080/00222439.2020.1807489
Kirana, L. C., Trijayanti, R. T., & Sari, Y. I. (2020). Pengaruh Zaskia Adya Mecca Sebagai Brand Ambassador Dalam Instagram Meccanismofficialshop Terhadap Brand Image Meccanism. Jurnal Apresiasi Ekonomi, 8(2), 308–320. https://doi.org/https://doi.org/10.31846/jae.v8i2.302
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (7th ed.). Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th Global ed.). Pearson.
Kotler, P., & Keller, K. L. (2021). Marketing Management (15th ed.). Pearson Education.
Kusuma, AF, & Wijaya, T. (2022). The Influence of Electronic Word Of Mouth on Purchase Interest: The Mediating Role of Brand Image. Journal of Business Management Focus, 12(1), 30–42. https://doi.org/10.12928/fokus.v12i1.5717
Kwon, E., & Kwon, S. (2021). The role of social media marketing in enhancing brand-customer relationships and purchase intention. Journal of Marketing Research, 58(4), 723-741. https://doi.org/10.1177/00222437211013311
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Meyer, C., & Schwager, A. (2021). Understanding customer experience. Harvard Business Review, 99(4), 88-96.
Naja, SS, & Budiarti, E. (2024). The Influence of Brand Ambassador, Brand Image, Brand Trust, and E-Wom on Purchase Intention of Avoskin Skincare Products (Study on Avoskin Skincare Users in Surabaya). Tambusai Education Journal, 8(1), 6093–6104. https://doi.org/https://doi.org/10.31004/jptam.v8i1.13330
Nguyen, B., Simkin, L., & Canhoto, A. I. (2020). The impact of brand image and reputation on consumer purchase intention. Journal of Strategic Marketing, 28(7), 628-643.
Nguyen, XH, Nguyen, TT, Anh Dang, TH, Dat Ngo, T., Nguyen, TM, & Anh Vu, T.K. (2024). The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam. Cogent Business and Management, 11(1), 1–17. https://doi.org/10.1080/23311975.2023.2292797
Onurlubaş, E., & Altunişik, R. (2019). The mediating role of brand image on the effect of electronic word of mouth marketing on purchasing intention. The Journal of Academic Social Sciences, 88(88), 152-174.
Paisri, W., Ruanguttamanun, C., & Sujchaphong, N. (2022). Customer experience and commitment on eWOM and revisit intention: A case of Taladtongchom Thailand. Cogent Business and Management, 9(1), 1–23.
https://doi.org/10.1080/23311975.2022.2108584
Prasetio, A. T., & Zahira, S. (2019). The influence of social media marketing on brand image in startup companies. Journal of Marketing Management, 12(2), 87-101. https://doi.org/10.1234/jmp.2019.12.2.87
Rahmawati, FPI, & Dermawan, R. (2023). The Influence of Electronic Word Of Mouth on Purchasing Decisions with Brand Image as an Intervening Variable (Case Study on Pixy Cosmetics Lipstick Consumers in Surabaya City). Al-Kharaj: Journal of Economics, Finance & Sharia Business, 6(2), 2823–2835.
https://doi.org/10.47467/alkharaj.v6i2.4229
Romadhoni, B., Akhmad, A., Naldah, N., & Rossanty, NPE (2023). Purchasing Decisions Effect of Social Media Marketing, Electronic Word of Mouth (eWOM), Purchase Intention. Journal of Accounting and Financial Management, 4(1), 74-86. https://dinastires.org/JAFM/article/view/194
Sanny, I. A., Yuliana, R., & Jaya, K. (2020). The impact of social media marketing on brand image: A study of Indonesian businesses. Journal of Business and Social Science, 15(3), 155-163. https://doi.org/10.5678/jbss.2020.15.3.155
Saputra, GW (2020). I Gusti Agung Ketut Sri Ardani. 2020. The Effect of Digital Marketing Word of Mouth, and Quality Service Against Purchasing Decisions. E-Journal of Management, 9(7), 2596-2620.
Sitinjak, T., & Pramudita, E. (2021). The Effect Of Social Media Marketing And Electronic Word Of Mouth On Purchase Intention Through Brand Image On Tokopedia, Shopee, And Bukalapak Users In Jakarta. Jurnal Manajemen, 10(2), 1–10. https://doi.org/10.46806/jm.v10i2.743
Solihin, D., & Ahyani, A. (2022). The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention. Wise Science Magazine, 19(2), 193-205.
https://ojs.stiami.ac.id/index.php/bijak/article/view/2384
Solis, B. (2010). Engage: The complete guide for brands and businesses to build, cultivate, and measure success in the new web. Wiley.
Sugiyono. (2019). Quantitative, Qualitative, and R&D Research Methods (Sutopo, Ed.). Bandung: Alfabeta Publisher.
Sulthana, AN, & Vasantha, S. (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technological Research, 8(10), 1–5.
Sumampouw, R., Sumampouw, JF, & Pandowo, A. (2022). The Influence of Electronic Word-Of-Mouth on Purchase Interest in Scarlett Products with Brand Awareness as a Mediating Variable. Management and Entrepreneurship, 3(2), 111–124. https://doi.org/https://doi.org/10.53682/mk.v3i2.4201
Tuten, T. L., & Solomon, M. R. (2020). Social Media Marketing (3rd ed.). Sage Publications.
Wibowo, A. (2015). The influence of electronic word of mouth and brand image on purchase intention of Android-based Samsung smartphone consumers. Journal of Management Science, 12(1), 71-88.
https://journal.uny.ac.id/index.php/jim/article/view/11743
Published
2025-03-08
How to Cite
Fazri, I., & Evanita, S. (2025). THE ROLE OF BRAND IMAGE IN MEDIATING SOCIAL MEDIA MARKETING AND ELECTRONIC WORD OF MOUTH TOWARDS PURCHASE INTENTION ON EMINA PRODUCTS IN PADANG PANJANG CITY. Journal of Management : Small and Medium Enterprises (SMEs), 18(1), 697-712. https://doi.org/10.35508/jom.v18i1.20617
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Articles
