Brand image mediation of product quality and electronic word of mouth on purchase decision

https://doi.org/10.21744/irjmis.v9n1.2012

Authors

  • Agung Ratih Saraswati Faculty of Economics and Business, Udayana University, Denpasar, Indonesia
  • I Gusti Ayu Ketut Giantari Faculty of Economics and Business, Udayana University, Denpasar, Indonesia

Keywords:

brand image, eWOM, product quality, purchase decision, word of mouth

Abstract

The practical implication that can be given from the findings of this study is that this study can be used as a basic model to evaluate the Samsung smartphone company's strategy for product quality, eWOM, brand image, and consumer purchase decisions. Based on the results of statistical analysis, that product quality and eWOM directly or indirectly through brand image affect consumer purchase decisions. This can be a reference for Samsung company management in making strategies to improve purchase decisions by maintaining product quality, eWOM, and brand image of Samsung smartphones. The practical implication that can be given from the findings of this study is that this study can be used as a basic model to evaluate the Samsung smartphone company's strategy for product quality, eWOM, brand image, and consumer purchase decisions. Based on the results of statistical analysis, that product quality and eWOM directly or indirectly through brand image affect consumer purchase decisions. This can be a reference for Samsung company management in making strategies to improve purchase decisions by maintaining product quality, eWOM, and brand image of Samsung smartphones. that product quality and eWOM directly or indirectly through brand image affect consumer purchase decisions.

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Published

2022-01-03

How to Cite

Saraswati, A. R., & Giantari, I. G. A. K. (2022). Brand image mediation of product quality and electronic word of mouth on purchase decision. International Research Journal of Management, IT and Social Sciences, 9(1), 97-109. https://doi.org/10.21744/irjmis.v9n1.2012

Issue

Section

Peer Review Articles