EWOW'S Strength on Brand Image and Brand Trust and its’ Impact on Interest to Buy IPhone Smartphone Products.

Bob, Foster and Muhamad, Deni Johansyah (2019) EWOW'S Strength on Brand Image and Brand Trust and its’ Impact on Interest to Buy IPhone Smartphone Products. International Journal of Innovation, Creativity and Change., 9 (12). pp. 79-93. ISSN 2201-1323

	Text (ARTIKEL) B.JI.3. EWOW'S Strength on Brand Image and Brand Trust and its' Impact on Interest to Buy IPhone Smartphone Produk.pdf - Published Version Download (733kB)
	Text (TURNITIN) B.JI.5.T. EWOW'S Strength on Brand Image and Brand Trust and its' Impact on Interest to Buy IPhone Smartphone Produk.pdf - Additional Metadata Download (2MB)
	Text (REVIEWER) B.JI.3. Reviewer EWOW'S Strength on Brand Image and Brand Trust and its' Impact on Interest to Buy IPhone Smart.pdf - Additional Metadata Download (1MB)
	Text (KORESPONDENSI) SJR dan Korespondensi IJICC 2019, EWOW'S Strength on Brand Image and Brand Trust and Its Impact on Interest to Buy Iphone Smartphone Products.pdf Download (2MB)

Abstract

At the present time, electronic word of mouth, brand image, and brand trust are variables that are prioritized in the smartphone business competition. Increasing new smartphone vendors and creating smartphone products with advantages over other brands will cause consumers to recognize products according to their needs. This study aims to analyze the power of eWOM on brand image and brand trust and its impact on iphone smartphone buying interest among students. This research uses descriptive method and PLS path analysis. The population in this research was Widyatama University students with sample collection using an iteration formula. The study samples were 116 respondents. The results of this study explain that eWOM affects the brand image and brand trust by 16.9% and 11.4% respectively and the remaining influence is due to other variables not examined in this study. EWOM affected purchase interest by 32.4% and brand image and brand trust cannot be used as mediating variables because indirectly these variable do not affect buying interest.

Item Type:	Article
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	lppm Universitas UNIBI
Date Deposited:	21 Jun 2021 02:37
Last Modified:	22 Oct 2021 10:13
URI:	http://repository.unibi.ac.id/id/eprint/225

Actions (login required)

View Item