The Effect of Electronic Word of Mouth and Brand Image on Online Shopping Behavior Through Online Purchase Intention as Intervening Variables (Study on Marketplace Shopee Users)
Journal Title: International Journal of Humanities Education and Social Sciences - Year 2022, Vol 2, Issue 2
Abstract
Electronic word of mouth (E-Wom) is currently something that is needed and is considered by consumers before choosing to use or consume something. In addition to e-wom, consumers also consider the image of a company. The better the company's image and positive reviews, the more it will make consumers believe in consuming or using a brand. This study aims to determine the effect of e-wom and brand image on online shopping behavior through online purchase intention on Shopee users. This research is quantitative research with the help of SPSS 22 software. The population in this study is Shopee application users. The sample in this study was 200 respondents. In addition, to test the feasibility of the instrument, validity and reliability tests were used, and classical assumption tests, hypothesis testing, and path analysis methods were used. The results showed that (1) e-wom has a positive and significant influence on online shopping behavior, and (2) e-wom has a positive and significant influence on online purchase intention. (3) brand image has positive and significant influence on online shopping behavior, (4) brand image has a positive and significant influence on online purchase intention, and (5) online purchase intention has a positive and significant influence on online shopping behavior, (6) e-wom has a positive and significant influence on online shopping behavior through online purchase intention, and (7) brand image has a positive and significant influence on online shopping behavior through online purchase intention.
Authors and Affiliations
Gabriella Stefanny,Heri Pratikto,Agus Hermawan,
Keywords
Related Articles
- EP ID EP718330
- DOI -
- Views 23
- Downloads 0
Mathematics Studentsâ Satisfaction In Carrying Out Online Thesis Advisory During The Covid-19 Pandemic at IAIN Bukittinggi
During the COVID-19 pandemic, a thesis advisory was carried out online. Further, online thesis advisory has motivated students to immediately complete their thesis even though the student lives in a different place from...
Entrepreneurship Education and Economic Literacy Mediated by Entrepreneurial Self-Efficacy Affect Entrepreneurial Intention
After completing undergraduate studies, students will be faced with a competitive period to find work. The imbalance in the number of job seekers with available jobs causes an increase in the number of unemployed each ye...
Improving High School Students' Short Story Reading Outcomes With CIRC Model Assisted Image Media
The low learning outcomes of students’ reading comprehension of SMAN 4 Serang City are influenced by many factors, including the use of learning models and learning media. This study aims to determine the increase in st...
Bipolar as a Creative Idea for the Creation of Nodus Tollens Dance Works
Nodus Tollens’ is the title of a dance art work that uses the psychological approach of Bipolar Disorder. The choreography of the work is composed to express the idea of Bipolar that affects one's mindset and emotions....
The Influence of 21st Century Skills On Readiness Career Of Accounting 4.0
The Industrial Revolution 4.0 is marked by technological advances in various fields, such as artificial intelligence, supercomputers, smart robots, cloud computing, big data systems, and genetic engineering that...