The Role of Brand Image Mediating the Effect of e-Wom on Customer Interest in Bank Negara Indonesia Customers

Muthia Roza Linda (), Thesa Alif Ravelby, Riza Yonita and Suhery Suhery
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Muthia Roza Linda: Universitas Negeri Padang
Thesa Alif Ravelby: Universitas Negeri Padang
Riza Yonita: Universitas Putra Indonesia YPTK Padang
Suhery Suhery: Sekolah Tinggi Ilmu Ekonomi Perdagangan

A chapter in Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), 2025, pp 1452-1465 from Springer

Abstract: Abstract The purpose of this study is to examine how customer interest is impacted by brand image and electronic word-of-mouth (e-WOM). This study also looks at how brand image functions as a mediating variable between the impact of e-WOM on customer interest. Purposive sampling combined with non-probability sampling is the sampling methodology used in this strategy. The criteria for determining the sample are as follows: respondents are at least 17 years old, at least high school education level, respondents have never used BNI Mobile Banking, respondents who intend to use mobile banking, and live in West Sumatra. This study’s instrument for gathering data is the distribution of questionnaires. The foundation for interpreting the outcomes of structural equation modeling is this sample size (SEM). Out of all the surveys distributed, 250 were sent back for additional analysis. Of the 250 questionnaires that were returned, only 234 were complete and eligible for additional analysis following the verification procedure. No outliers were discovered, hence all of the data from the 234 respondents could be used for additional analysis. The study’s findings indicate that e-WOM significantly and favorably affects brand image. Customer interest is significantly and favorably impacted by e-word-of-mouth. Additionally, this study discovered that consumer interest is positively and significantly impacted by brand image. Additional research indicates that the relationship between e-WOM and customer interest is mediated by brand image.

Keywords: Brand image; e-WOM; customer interest; AMOS (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-839-4_116

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