Pengaruh Electronic Word of Mouth, Perceived Quality, dan Brand Image terhadap Minat Beli pada Produk Somethinc

Shela Irvara Wulandari; Mochammad Isa Anshori

doi:10.61132/rimba.v3i3.1922

Authors

Shela Irvara Wulandari Universitas Trunojoyo Madura
Mochammad Isa Anshori Universitas Trunojoyo Madura

DOI:

https://doi.org/10.61132/rimba.v3i3.1922

Keywords:

Brand Image, Electronic Word of Mouth, Perceived Quality, Purchase Intention

Abstract

This study aims to analyze the effect of electronic word of mouth (e-WOM), perceived quality, and brand image on purchase intention of Somethinc products. The approach used is quantitative method, with a population consisting of students of the Faculty of Economics and Business, Trunojoyo University Madura who have seen reviews about Somethinc products and have interest or experience in using them. A total of 100 respondents were involved in this study, which was determined through purposive sampling technique. Data analysis was conducted using multiple linear regression. The findings show that e-WOM and perceived quality have a positive and significant effect on purchase intention, while brand image does not show a significant effect on consumer purchase intention.

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