The Effect of Electronic Word of Mouth Toward Brand Image and Purchase Intention: A Case Study of Samsung Smartphone

Abstract

The aim of this research was to determine The Effect of Electronic Word of Mouth toward Brand Image and Purchase Intention: case study of Samsung Smartphone Influence of. This research was conducted in Indonesia that were taken as sample were those who have experienced using Smartphone. The data was collected by using questionnaire based on Likert scale. The method of sample is using convenient sampling with 214 respondents were chosen to represent overall users. The data was then analyzed by using Structural Equation Modeling analysis with the helping of SPSS and AMOS. The result of this study found that there are significant and positive impacts of Electronic Word of Mouth, Brand Image, and Purchase Intention.