PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PURCHASE INTENTION - Widyanti, Ni Komang Rista; Rastini, Ni Made (E-Jurnal Manajemen; Vol 13 No 8 (2024)DO - 10.24843/EJMUNUD.2024.v13.i08.p02, 2024)
Tujuan penelitian ini yakni menganalisis pengaruh E-WOM terhadap brand image dan purchase intention , serta menjelaskan pengaruh brand image terhadap purchase intention dan peran brand image dalam memediasi pengaruh E-WOM terhadap purchase intention krim pemutih kulit wajah merek Olay. Populasi dalam penelitian ini adalah konsumen dari brand Olay yang berencana melakukan pembelian produk krim pemutih merek Olay di Kota Denpasar. Teknik penentuan sampel yang digunakan adalah metode non probability sampling dengan jumlah sampel sebanyak 130 responden. Teknik analisis data yang digunakan penelitian ini yakni analisis deskriptif, analisis jalur, dan uji sobel. Hasil penelitian didapatkan hasil e-WOM berpengaruh positif dan signifikan terhadap brand image dan purchase intention , brand image berpengaruh positif dan signifikan terhadap purchase intention , brand image dapat memediasi pengaruh e-WOM terhadap purchase intention pada krim pemutih Olay secara positif dan signifikan. Implikasi teoritis dari hasil penelitian ini memberikan bukti pada pengembangan ilmu manajeman pemasaran khususnya mengenai electronic word of mouth (e-WOM), brand image, dan purchase intention yang mampu untuk membuktikan secara empiris teori perilaku konsumen. Secara praktis penelitian ini memberikan implikasi kepada pihak manajemen produk krim pemutih kulit wajah merek Olay dalam merumuskan kebijakan serta mengambil keputusan pemasaran.   The purpose of this study is to analyze the effect of E-WOM on brand image and purchase intention, and to explain the effect of brand image on purchase intention and the role of brand image in mediating the effect of E-WOM on purchase intention of Olay brand skin whitening cream. The population in this study are consumers of the Olay brand who plan to purchase Olay brand whitening cream products in Denpasar City. The sampling technique used is non-probability sampling method with a total sample of 130 respondents. The data analysis technique used in this research is descriptive analysis, path analysis, and sobel test. The results of the study show that e-WOM has a positive and significant effect on brand image and purchase intention, brand image has a positive and significant effect on purchase intention, brand image can mediate the effect of e-WOM on purchase intention at Olay whitening cream in a positive and significant way. The theoretical implications of the results of this study provide evidence for the development of marketing management science, especially regarding electronic word of mouth (e-WOM), brand image, and purchase intention which is able to prove empirically the theory of consumer behavior. Practically, this research has implications for the management of Olay brand skin whitening cream products in formulating policies and making marketing decisions.