The Effect of Brand Image and Electronic Word of Mouth on Purchase Intention
Keywords:
Brand Image, Electronic Word of Mouth, Purchase intentionAbstract
Technological developments and efficient ways to obtain information for students and lecturers, namely with smartphones The rapid development of communication technology makes smartphones increasingly have an impact on society. In 2021, smartphone users in Indonesia have reached 76% of the population and are expected to continue to increase every year until 2025 of 89.1% of the population in Indonesia have used smartphones. The purpose of this research was to examine the effect of brand image and electronic word of mouth on purchase intentions at Xiaomi smartphones. The population in this study are people in Semarang City who are users of the Xiaomi smartphones with a sampling of 100 people and data collection using a questionnaire. The sampling technique used is non-probability sampling with purposive sampling method. The analysis technique used was multiple linear regression analysis. The result of the study state that the brand image and electronic word of mouth variable has a positive and significant effect on purchase intentions.
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