THE INFLUENCE OF ELECTRONIC WORD OF MOUTH, BRAND IMAGE, BRAND AWARENESS ON PURCHASE INTENTION OF PALETAS WEY ICE CREAM
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Reky Ifan Ariyo(1*)
Departement of Management, Faculty of Economics and Bussines, Stikubank University Semarang
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Kristina Anindita Hayuningtias(2)
Departement of Management, Faculty of Economics and Bussines, Stikubank University Semarang
(*) Corresponding Author
Keywords:
Electronic Word-of-Mouth, Brand Image, Brand Awareness, Purchase Intention, Social Media
Abstract
Social media is a key platform for consumers to share product experiences and obtain information in today's digital era. This study examines how brand awareness, brand image, and electronic word-of-mouth (E-WOM) influence consumers' intention to purchase Paletas Wey ice cream. Purposive sampling and a quantitative approach were used to find respondents who knew Paletas Wey through offline retailers or social media. An online survey was used to collect data, and Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method was applied for analysis. The findings show that brand image and brand awareness have a positive and significant effect on purchase intention, and that E-WOM has a positive and significant effect on both variables. The majority of variation in consumer purchase intentions can be explained by this model. This research suggests that brand familiarity, brand image, and online reviews play an important role in shaping consumer purchase intentions.
Keywords: Electronic Word-of-Mouth; Brand Image; Brand Awareness; Purchase Intention; Social Media
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References
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Pantea, I. (2019). Brand awareness and brand image in the context of consumer behavior. Marketing Science Journal, 15(2), 73-86.
Rahayu T. A. & Management, P. (2013). The influence of brand awareness on repurchase decisions. Journal of Economics and Management Research, 13(1), 17-28.
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Romão, T. C., Oliveira, J. M., & Pinho, J. C. (2019). User-generated content and purchase intention in social media: The role of trust and source credibility. Journal of Marketing and Social Research, 3(2), 55-68.
Roudposhti, F. R., Asgari, N., & Pourkarim, M. (2018). The effect of online reviews on consumer purchase intention in skincare. Iranian Journal of Marketing Studies, 7(2), 88-104.
Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the Web. Journal of Interactive Marketing, 21(4), 76-94. https://doi.org/10.1002/dir.20090
Sukoco, B. M., Ratnasari, R. T., & Widyastuti, D. (2020). Purchase intention in the digital age: Evidence from Indonesia. Journal of Business and Retail Management Research, 14(4), 1-13.
Tariq, M., Nawaz, M. R., & Usman, H. (2017). The impact of brand awareness and brand image on consumer purchase intention: A study on FMCG products. International Journal of Research in Business Studies and Management, 4(3), 30-40. Retrieved from https://www.ijrbsm.org/papers/v4-i3/4.pdf
Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31), 55-65.
Aaker, D. A. (1996). Building strong brands. Free Press. Retrieved from https://archive.org/details/buildingstrongbr0000aake
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Ahmad, K., Obeidat, B., & Abuhashesh, M. (2020). Electronic word of mouth effects on consumers' purchase intention. Management Science Letters, 10(1), 41-50. https://doi.org/10.5267/j.msl.2019.8.017
Alrwashdeh, M., Sahawneh, F., Ibrahim, H., & Abdullah, A. (2019). The effects of electronic word of mouth (eWOM) on brand equity and purchase intention: A study on consumer electronics in North Cyprus. Management Science Letters, 9(4), 505-518. https://doi.org/10.5267/j.msl.2019.1.003
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128-148. https://doi.org/10.15295/bmij.v6i1.229
Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. The Journal of International Management Studies, 4(1), 135-144. Retrieved from https://www.researchgate.net/publication/267788227
Cooper, D. R., & Schindler, P. S. (2014). Business research methods (12th ed.). McGraw-Hill Education.
Dwidienawati, D., Tjahjana, D., & Siregar, C. (2020). The effect of eWOM on purchase intention in the beauty industry. Indonesian Journal of Management, 20(3), 243-252.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1-4.
Frizka, N., Sari, A., & Putri, D. (2022). The relations of electronic word-of-mouth, brand image, brand awareness and purchase intention: On skincare brand. Journal of Competitive Marketing, 5(2), 117-127. Retrieved from https://jurnal.stie-aas.ac.id/index.php/jpk/article/view/598/390
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences, 27(1), 5-23. https://doi.org/10.1002/cjas.129
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073
Jalilvand, M. R. (2013). Investigating the role of electronic word of mouth in the formation of purchase intentions in the hotel industry. International Journal of Business and Management, 8(5), 134-148. https://doi.org/10.5539/ijbm.v8n5p134
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460-476.
https://doi.org/10.1108/02634501211231946
Kazmi, S. H. A., & Mehmood, S. (2016). Impact of e-WOM on brand image and purchase intention: Evidence from the brand industry of Pakistan. Management & Administrative Sciences Review, 5(4), 203-211.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lee, D., & Lee, W. (2011). Understanding consumer brand relationships in brand communities. International Journal of Research in Marketing, 28(1), 22-30.
Lestari, R. (2022). Analysis of generation Z consumer behavior towards local food products. Journal of Digital Economy & Business, 5(2), 99-109.
Mohanapriya, M., Kumar, P., & Arun, P. (2019). Influence of digital marketing on consumer purchase decision with reference to FMCG products. International Journal of Recent Technology and Engineering, 8(4), 9447-9452.
Pantea, I. (2019). Brand awareness and brand image in the context of consumer behavior. Marketing Science Journal, 15(2), 73-86.
Rahayu T. A. & Management, P. (2013). The influence of brand awareness on repurchase decisions. Journal of Economics and Management Research, 13(1), 17-28.
Rondonuwu, S. P., Sumarauw, H., & Tumiwa, E. (2022). The effect of electronic word of mouth on purchase intention through brand image as mediation on TikTok social media. Journal of Management Science and Business, 13(1), 45-55. Retrieved from https://ejournal.unsrat.ac.id/index.php/jmb/article/view/38489/36227
Romão, T. C., Oliveira, J. M., & Pinho, J. C. (2019). User-generated content and purchase intention in social media: The role of trust and source credibility. Journal of Marketing and Social Research, 3(2), 55-68.
Roudposhti, F. R., Asgari, N., & Pourkarim, M. (2018). The effect of online reviews on consumer purchase intention in skincare. Iranian Journal of Marketing Studies, 7(2), 88-104.
Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the Web. Journal of Interactive Marketing, 21(4), 76-94. https://doi.org/10.1002/dir.20090
Sukoco, B. M., Ratnasari, R. T., & Widyastuti, D. (2020). Purchase intention in the digital age: Evidence from Indonesia. Journal of Business and Retail Management Research, 14(4), 1-13.
Tariq, M., Nawaz, M. R., & Usman, H. (2017). The impact of brand awareness and brand image on consumer purchase intention: A study on FMCG products. International Journal of Research in Business Studies and Management, 4(3), 30-40. Retrieved from https://www.ijrbsm.org/papers/v4-i3/4.pdf
Wijaya, B. S. (2013). Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management, 5(31), 55-65.
Published
2025-11-16
How to Cite
Ariyo, R., & Hayuningtias, K. (2025). THE INFLUENCE OF ELECTRONIC WORD OF MOUTH, BRAND IMAGE, BRAND AWARENESS ON PURCHASE INTENTION OF PALETAS WEY ICE CREAM. Journal of Management : Small and Medium Enterprises (SMEs), 18(3), 2107-2121. https://doi.org/10.35508/jom.v18i3.23581
Section
Articles
