The Role of Electronic Word of Mouth in Mediating the Relationship of Social Media Marketing and Brand Image with Purchase Intention among Chatime Consumers in Semarang City
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8751Keywords:
Social Media Marketing, Brand Image, Electronic Word of Mouth, Purchase Intention, ChatimeAbstract
This study examines the relationships of Social Media Marketing and Brand Image with Electronic Word of Mouth (e-WOM) and Purchase Intention, as well as the role of e-WOM as a mediating variable among Chatime consumers in Semarang City. A quantitative approach utilizing a survey method was employed. Primary data were collected via an online questionnaire distributed to Chatime consumers in Semarang City. The sample size was determined using the Lemeshow formula due to the unknown total population, resulting in a total of 97 respondents. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS software to test direct and indirect relationships between variables and to assess the mediating role of e-WOM. The results indicate that Brand Image has a positive and significant effect on e-WOM and on Purchase Intention. Conversely, Purchase Intention does not have a significant effect on e-WOM, and Social Media Marketing does not have a significant effect on e-WOM. Furthermore, Social Media Marketing has a positive and significant effect on Purchase Intention, representing the strongest direct effect within the research model. Analysis of indirect effects reveals that e-WOM does not mediate the influence of either Brand Image or Social Media Marketing on Purchase Intention.
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