Peran Brand Image Dalam Memediasi Pengaruh Electronic Word of Mouth (E-WoM) Terhadap Purchase Intention (Studi Kasus Pada Produk Smartphone Iphone di Kota Denpasar)

This study aims to determine the role of brand image in mediating the effect of electronic word of mouth on purchase intention on iPhone smartphone products in Denpasar City. The theoretical basis for this research is the Theory of Consumer Behavior, with a sample size of 100 people and using purposive sampling technique. The data in this study were obtained through distributing research questionnaires to respondents. The analysis technique used is descriptive analysis and inferential analysis which includes the Classical Assumption Test, Path Analysis, Sobel Test, and Variance Accounted For (VAF) Test. Based on the results of this study, it is found that brand image partially mediates the effect of electronic word of mouth on purchase intention. The implications of this research can provide valuable insights for iPhone smartphone marketers in paying attention to electronic word of mouth and brand image owned by iPhone smartphone marketers. Abstrak Penelitian ini bertujuan untuk mengetahui peran brand image dalam memediasi pengaruh electronic word of mouth terhadap purchase intention pada produk smartphone iPhone di Kota Denpasar. Landasan teori dalam penelitian ini adalah Teori Perilaku Konsumen, dengan jumlah sampel sebanyak 100 orang dan menggunakan teknik purposive sampling. Data dalam penelitian ini diperoleh melalui penyebaran kuesioner penelitian kepada responden. Teknik analisis yang digunakan adalah analisis deskriptif dan analisis inferensial yang meliputi Uji Asumsi Klasik, Path Analysis, Uji Sobel, dan Uji Variance Accounted For (VAF). Berdasarkan hasil penelitian ini diperoleh hasil bahwa brand image memediasi secara parsial pengaruh electronic word of mouth terhadap purchase intention. Implikasi pada penelitian ini dapat memberikan wawasan berharga bagi pemasar smartphone iPhone dalam memperhatikan electronic word of mouth dan brand image yang dimiliki. Kata Kunci: electronic word of mouth, brand image, purchase intention