Volume 06 Issue 11 November 2023
Gita Aulia
Management Studies Program of the Faculty of Economics Batam Internasional University & Baloi-Sei Ladi, Gajah Mada street, Tiban Indah, Batam, Kepulauan Riau 29426
DOI : https://doi.org/10.47191/ijsshr/v6-i11-45Google Scholar Download Pdf
ABSTRACT
The aim of this research is to find out the influence of e-WOM, promotions, product images, prices, and product quality on consumer buying interests through the mediation of product brand images in social commerce. This research uses quantitative and qualitative methods with non-probability sampling techniques. Research uses primary data sources using questionnaires. The research data was analyzed using reliability validity tests, multicolinearity, and as a data quality test, then hypothetical testing with pathway analysis, determination tests with R-square, and F-square. Test results showed that there was a significant influence between E-Wom, promotion, product image, and product quality on purchase intention. This study found that the relationship between promotion and product image to purchase intention, mediated by brand image, had a significant effect of 0.248 on the brand image. Purchase intention was influenced by the variables E-WOM, promotion, price, and product quality at 81.8%, while 18.2% was affected by other factors. Further researchers are expected to add other variables that affect purchase intention and expand the scope of the research. Then, for the company, it is recommended that it be able to maintain and improve the quality of the product, as well as the product image, and promote the product wisely.
KEYWORDS:brand image, mediated, e-WOM, product image, price, product quality, purchase intention
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