Analisis Pengaruh E-WOM dan Brand Awareness terhadap Purchase Intention Milenial melalui Brand Image
Studi pada Brand Fashion Lokal
DOI:
https://doi.org/10.56750/csej.v8i2.1117Keywords:
Brand Awareness, Brand Image, E-WOM, Fashion Lokal, Purchase IntentionAbstract
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh electronic word of mouth (E-WOM) dan brand awareness terhadap niat beli (purchase intention) produk fashion lokal di kalangan generasi milenial, dengan brand image sebagai variabel mediasi. Pendekatan yang digunakan adalah metode kuantitatif. Populasi dalam penelitian ini adalah generasi milenial yang memiliki minat atau niat untuk membeli produk dari merek fashion lokal. Penentuan jumlah sampel mengacu pada metode perhitungan Malhotra, dengan total 200 responden guna memastikan data yang diperoleh cukup representatif dan valid. Teknik pengambilan sampel dilakukan secara non-probability sampling dengan pendekatan purposive sampling. Data primer dikumpulkan melalui penyebaran kuesioner tertutup kepada responden. Analisis data dilakukan menggunakan metode Partial Least Square (PLS) dengan bantuan perangkat lunak SMARTPLS. Hasil penelitian menunjukkan bahwa E-WOM dan brand awareness berpengaruh positif dan signifikan terhadap purchase intention. Selain itu, keduanya juga berpengaruh positif dan signifikan terhadap brand image. Brand image sendiri terbukti memiliki pengaruh positif dan signifikan terhadap purchase intention. Secara parsial, brand image memediasi hubungan antara E-WOM dan purchase intention, begitu pula antara brand awareness dan purchase intention.
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