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THE INFLUENCE OF ELECTRONIC WORD OF MOUTH ON BRAND IMAGE AND BRAND TRUST AND ITS IMPACT ON PURCHASE INTENTION (EMPIRICAL STUDY ON MI FANS YOGYAKARTA COMMUNITY)

dc.contributor.authorHAEKAL, REZA
dc.contributor.authorHANDAYANI, SITI DYAH
dc.contributor.authorNURYAKIN, NURYAKIN
dc.date.accessioned2020-07-09T07:42:52Z
dc.date.available2020-07-09T07:42:52Z
dc.date.issued2018-09
dc.identifier.urihttp://repository.umy.ac.id/handle/123456789/35262
dc.description.abstractThis study discusses electronic word of mouth on purchase intention directly and indirectly with brand image and brand trust as a mediating variable on Mi Fans Community in Yogyakarta.The population in this study are all member of Mi Fans Community in Yogyakarta on social media application Telegram with the total amount of 1.300 members. Sampling technique used in this research is purposive sampling that amount of 180 samples. The data were collected using a questionnaire and then analyzed using a statistical test by SEM (Structural Equation Modelling) using AMOS 21.The result shows that the electronic word of mouth had significant effect directly toward purchase intention, but electronic word of mouth indirectly through brand image and brand trust shows no influence toward purchase intention. It indicates that electronic word of mouth on purchase intention is direct influence without the role of the mediation variable. Keywords: Elcetronic word of mouth, brand image, brand trust, and purchase intention.en_US
dc.publisheriNTERNATIONAL jOURNALOF BUSINESS QUANTITATIVE ECONOMIC AND APPLIED MANAGEMENT RESEARCHen_US
dc.subjectElectronic word of mouthen_US
dc.subjectbrand imageen_US
dc.subjectbrand trusten_US
dc.subjectpurchase intentionen_US
dc.titleTHE INFLUENCE OF ELECTRONIC WORD OF MOUTH ON BRAND IMAGE AND BRAND TRUST AND ITS IMPACT ON PURCHASE INTENTION (EMPIRICAL STUDY ON MI FANS YOGYAKARTA COMMUNITY)en_US
dc.typeArticleen_US


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