PERAN MEDIASI CITRA MEREK ANTARA ELECTRONIC WORD OF MOUTH (E-WOM) DAN MINAT BELI KONSUMEN PRODUK KOSMETIK DI TOKOPEDIA

Authors

  • Wella Novianti Novianti
  • wan laura Hardilawati
  • Hichmaed Tachta Hinggo S

DOI:

https://doi.org/10.30737/jimek.v5i2.3731

Keywords:

Citra Merek, E-wom, Minat Beli

Abstract

This study aims to determine and analyze the Mediating Role of Brand Image Between Electronic Word Of Mouth (E-Wom) and Consumer Purchase Interest of Cosmetic Products at Tokopedia. This research is a quantitative research with a research sampling method, namely the Nonprobability sampling method. The sample used is 100 who have made a purchase of cosmetics at Tokopedia. The results showed that e-wom had a positive and significant effect on buying interest. The brand image variable has a positive but not significant effect. The results of this study that e-wom has a significant and significant effect on brand image, while the mediation regression test concludes that e-wom mediates brand image on buying interest. These results mean that when consumers get positive information about a cosmetic product from other consumers who have used a product before on the internet. Consumers believe that they choose the right product, so that consumer interest in making purchases is getting bigger.

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Published

2022-12-30

How to Cite

Novianti, W. N., Hardilawati, wan laura, & Hinggo S, H. T. (2022). PERAN MEDIASI CITRA MEREK ANTARA ELECTRONIC WORD OF MOUTH (E-WOM) DAN MINAT BELI KONSUMEN PRODUK KOSMETIK DI TOKOPEDIA. JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi, 5(2), 186–197. https://doi.org/10.30737/jimek.v5i2.3731