BRAND IMAGE DALAM MEMEDIASI PENGARUH EWOM TERHADAP NIAT BELI KONSUMEN PADA SEPEDA MOTOR HONDA ADV

Abstrak

The demand for motorcycles is always increasing, causing motorcycle manufacturers to compete to offer motorcycle products owned, especially on motorcycles matic. One of the motorcycle brands that competed to produce matic motorcycle products is Honda. The purpose of this research is to explain the influence of E-WOM on brand image and purchase intention, as well as explain the influence of brand image on purchasing intentions and the role of brand image in mediating the influence of E-WOM on the buying intention of Honda ADV motorcycles. The population in this study is all prospective consumers of Honda ADV motorcycle products in Tabanan Regency. The sampling technique used is purposive sampling method. The sample used was as many as 60 respondents. The data analysis technique used in this study is Path Analysis. The results showed that E-WOM has a positive and significant effect on the brand image and purchase intention, Brand image has a positive and significant effect on the purchase intention, Brand image can mediate the influence of E-WOM on the purchase intention on Honda ADV motorcycles positively and significantly. This means that the increase in positive EWOM among consumers, the higher the purchase intention, with the brand image as a mediator can provide encouragement to consumers to further strengthen purchasing decisions. Keywords: E-WOM, Brand Image, intention buy