Pengaruh eWOM dan Perception of Price terhadap Purchase Intention dengan Brand Image sebagai Variabel Intervening pada Produk Perawatan Kahf

Abstract

The term "eWOM" refers to word-ofmouth marketing that utilizes electronic media, including reviews and recomrnendations. A consumer's evaluation of a value of product in relation to price is known as perception of price. Brand image refers to how consumers perceive product ·s brand and how deeply it is ingrained in the consumers' thoughts. The fact that the percentage of sales for Kah/ Care Products in Tabun is fluctuating since 2021 and 2022 as a result of numerous local brands of items specifically designed to men. This research examines effect of eWOM, perception of price in relation to purchase intention and brand image of Kah/ care products. It selects 380 Kah/ care consumers by applying purposive sampling technique, and the data are tested by using statistical analysis path analysis. The research finding on the first sub-structure demonstrates that eWOM and pricing perception have a positive and significant effect on brand image. The second sub-structure demonstrates that eWOM, pricing perception, and brand image all significantly and positively affect purchase intention. There is a significant and favourable direct effect of eWOM and perception of price on purchase intention. The findings of this study also demonstrate that eWOM and perception of price always have positive and significant indirect effect on purchase intention through brand image. On the other hand, brand image serves as intervening variable based on the Sobel test.