The Effect of E-WOM and Brand Image on Purchase Intention to Buy Samsung Phones with E-Satisfaction as a Moderation Variable in State One, Students of Feb USU Medan
Abstract
This study uses E-Satisfaction as a moderator to identify and examine the effects of E-WOM and brand image on purchase intention. The primary data was collected directly from the 105 respondents who made up the sample. The sampling technique combines both the non-probability sampling technique and the Slovin sampling approach. Quantitative analysis methods were used to investigate survey responses from respondents, and SPSS was used as the analytical tool. Brand image does not significantly affect purchase intentions, but E-WOM and E-Satisfaction do, according to the study’s findings. The association between E-WOM and purchase intentions is likewise moderated by e-satisfaction, whereas the link between brand image and purchases is not moderated by e-satisfaction.
Keywords: E-wom, brand image, E-Satisfaction, purchase intention
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