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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

  • Bian Alya Pamudji1*
  • Firdaus2
  • Ari Dwi Astono3
  • Nurhayati4
1,2,3,4 Universitas Muhammadiyah Semarang image/svg+xml
* Corresponding Author: Bian Alya Pamudji

Abstract

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.

Keywords

Social Media Marketing Brand Image Electronic Word of Mouth Purchase Intention Chatime

How to Cite

Citation Format
Pamudji, B. A., Firdaus, F., Astono, A. D., & Nurhayati, N. (2026). 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. International Journal of Management Science and Information Technology, 6(2), 2601-2617. https://doi.org/10.35870/ijmsit.v6i2.8751

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Author Biographies

Bian Alya Pamudji, Universitas Muhammadiyah Semarang

Management Study Program, Faculty of Economics, Law, and Business, Universitas Muhammadiyah Semarang, Semarang City, Central Java Province, Indonesia

Firdaus, Universitas Muhammadiyah Semarang

Magister of Management Study Program, Faculty of Economics, Law, and Business, Universitas Muhammadiyah Semarang, Semarang City, Central Java Province, Indonesia

Ari Dwi Astono, Universitas Muhammadiyah Semarang

Magister of Management Study Program, Faculty of Economics, Law, and Business, Universitas Muhammadiyah Semarang, Semarang City, Central Java Province, Indonesia

Nurhayati, Universitas Muhammadiyah Semarang

Magister of Management Study Program, Faculty of Economics, Law, and Business, Universitas Muhammadiyah Semarang, Semarang City, Central Java Province, Indonesia

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Copyright (c) 2026 Bian Alya Pamudji, Firdaus, Ari Dwi Astono, Nurhayati

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