The effect of brand image and product knowledge on purchase intentions with e-WOM as a mediator variable

Dea Khoirunnisa and Albari Albari
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Dea Khoirunnisa: Management Study Program, Business and Economics Faculty, Universitas Islam Indonesia, Yogyakarta, Indonesia
Albari Albari: Department of Management, Business and Economics Faculty, Universitas Islam Indonesia, Yogyakarta

International Journal of Research in Business and Social Science (2147-4478), 2023, vol. 12, issue 1, 80-89

Abstract: This study aims to explain the effect of product knowledge, brand image, e-WOM on purchase intentions for edtech products in Indonesia. Data were obtained using a closed questionnaire involving 230 respondents, from Indonesians who know about edtech startup products and are between 18 and 35 years old. The sampling technique used was convenience sampling. The analysis technique used is Structural Equation Modeling (SEM) and uses the help of the AMOS version 24 program. The results show that 1) product knowledge has a positive but not significant effect on purchase intention, 2) product knowledge and brand image have a positive and significant effect on e-commerce WOM, 3) brand image and e-WOM have a positive and significant effect on purchase intention. It was also found that e-WOM functions as a mediator variable from the effect of product knowledge and brand image on purchase intention. The effect of the e-WOM mediator is stronger than the direct effect of brand image on purchase intention. Key Words:Product Knowledge, Brand Image, E-Wom, Purchase Intention

Date: 2023
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