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The Influence of Social Media Marketing on Purchase Intention with Electronic Word of Mouth (E-WOM), Trust, and Brand Image as Mediating Variables of Ija Kroeng Brand in Banda Aceh
Abstract
This research aims to measure the influence of social media marketing on purchase intention with electronic word of mouth (e-wom), trust, and brand image as mediating variables of Ija Kroeng brand in Banda Aceh. The sampling technique used in this research was purposive sampling. Partial Least Square-Structural Equation Modelling (PLS-SEM) was used as analytical method to determine the effect between the variables involved. The results found that electronic word of mouth (e-wom), trust, and brand image have an impact on purchase intention through the effect of social media marketing. However, e-wom has a very significant impact as a connecting variable for purchase intention in this discussion.
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DOI: https://doi.org/10.24815/jimen.v9i1.27505
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Tim Redaksi:
Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala
Lantai II Gedung Induk
Darussalam, Banda Aceh, 2311
email: jim.manajemen@feb.usk.ac.id
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.