Brand Image Mediates the Effect of Event Marketing and E-WOM on Purchase Intention

International Journal of Economics and Management Studies

© 2022 by SSRG - IJEMS Journal

Volume 9 Issue 12

Year of Publication : 2022

Authors : Komang Yoga Ade Candra, Ni Nyoman Kerti Yasa

10.14445/23939125/IJEMS-V9I12P105

How to Cite?

Komang Yoga Ade Candra, Ni Nyoman Kerti Yasa, "Brand Image Mediates the Effect of Event Marketing and E-WOM on Purchase Intention," SSRG International Journal of Economics and Management Studies, vol. 9,  no. 12, pp. 37-46, 2022. Crossref, https://doi.org/10.14445/23939125/IJEMS-V9I12P105

Abstract:

Purchase intention is a form of real thought from several brands that are available in a certain period. This study aims to determine the effect of event marketing and e-WOM on purchase intentions conveyed through brand image. The survey was conducted in the Sarbagita area (Denpasar, Badung, Gianyar, Tabanan) and OPPO. The number of samples was obtained from 160 interviewed consumers who had never used an OPPO smartphone, using a non-probabilistic sampling method, especially target sampling. Data collection was carried out by distributing questionnaires. The analysis technique used is SEM-PLS. The result shows that event marketing and e-WOM had a positive and significant effect on brand image and purchase intention; the brand image was able to mediate the relationship between event marketing messages and e-WOM on purchase intention of OPPO smartphones in Sarbagita.

Keywords:

Event marketing, E-WOM, Brand image, Purchase intention.

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