THE ROLE OF BRAND IMAGE IN MEDIATING THE EFFECT OF E-WOM ON PURCHASE INTENTION (A STUDY OF PROSPECTIVE CONSUMERS OF BakedByAurea)
DOI:
https://doi.org/10.5281/zenodo.21991296Keywords:
Electronic Word of Mouth, Brand Image, Purchase IntentionAbstract
Digital consumer reviews have become increasingly strategic in shaping brand perceptions and purchase intention; however, the underlying mechanism within the context of artisanal micro, small, and medium enterprises (MSMEs) remains underexplored. This study aims to examine the effect of Electronic Word of Mouth (E-WOM) on purchase intention, with brand image serving as a mediating variable among prospective consumers of BakedByAurea in Denpasar City. The study employed a quantitative associative approach involving 100 respondents selected through purposive sampling. Data were collected using a structured Likert-scale questionnaire and analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings indicate that E-WOM has a positive and significant effect on purchase intention (β = 0.339; p = 0.000), a positive and significant effect on brand image (β = 0.667; p = 0.000), and that brand image has a positive and significant effect on purchase intention (β = 0.497; p = 0.000). Brand image was confirmed as a partial mediator in the relationship between E-WOM and purchase intention (β = 0.332; p = 0.000). These findings reinforce the applicability of the Theory of Reasoned Action within the context of digital marketing for MSMEs and imply that managing organic E-WOM constitutes an effective marketing strategy for culinary MSMEs operating without substantial advertising budgets.
References
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888–918. https://doi.org/10.1037/0033-2909.84.5.888
Artamivera, G. (2023). Pengaruh electronic word of mouth terhadap purchase intention dengan brand image sebagai mediasi. Jurnal Ilmu Manajemen, 11(2), 1–12.
Ferdinand, A. (2006). Metode penelitian manajemen: Pedoman penelitian untuk penulisan skripsi, tesis, dan disertasi ilmu manajemen. Badan Penerbit Universitas Diponegoro.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
Handoko, N. T., & Melinda, T. (2021). Effect of electronic word of mouth on purchase intention through brand image as media in Tokopedia. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(4), 83–93. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Jalilvand, M. R., & Samiei, N. (2012). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. Marketing Intelligence & Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Juliyanti, W., Sidanti, H., & Purwanto, H. (2024). Brand image, purchase intention & purchase decision: Studi perilaku konsumen "Kopi Kenangan Hanya Untukmu." AMAL: Journal of Islamic Economic and Business (JIEB), 6(1), 1–15.
Kotler, P., & Armstrong, G. (2016). Principles of marketing (15th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education Limited.
Kusuma, A. F., & Wijaya, T. (2022). Pengaruh electronic word of mouth terhadap minat beli konsumen Shopee Indonesia. Jurnal Manajemen Universitas Kristen Maranatha, 12(1), 30–42.
Naafi'ah, D., & Kristiningsih. (2026). Pengaruh celebrity endorser dan electronic word of mouth (E-WOM) terhadap keputusan pembelian dimediasi oleh brand image pada konsumen produk sunscreen Facetology di Surabaya. GEMAH RIPAH: Jurnal Bisnis, 5(4), 813–831.
https://doi.org/10.69957/grjb.v5i04.2630
Otieno, O. C., Liyala, S., Odongo, B. C., & Abeka, S. (2016). Theory of reasoned action as an underpinning to technological innovation adoption studies. World Journal of Computer Application and Technology, 4(1), 1–7. https://doi.org/10.13189/wjcat.2016.040101
Panjaitan, R., & Cahya, H. N. (2025). A perspective of theory of reasoned action and planned behavior: Purchase decision. Jurnal Manajemen, 29(1), 42–65. https://doi.org/10.24912/jm.v29i1.2265
Prawira, B., & Yasa, N. N. K. (2014). Pengaruh kualitas produk, citra merek dan
persepsi harga terhadap minat beli produk smartphone Samsung di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 3(12), 3642–3658.
Prayoga, I. K. W., & Yasa, N. N. K. (2023). Peran Brand Image Memediasi Electronic Word of Mouth (E-WOM) Terhadap Purchase Intention (Studi pada Calon Konsumen Kedai Fore Coffee di Kota Denpasar). E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 12(12), 2325-2336. DOI: 10.24843/EEB.2023.v12.i12.p01
Putri, L., & Wandebori, H. (2016). Factors influencing cosmetics purchase intention. International Conference on Ethics of Business, Economics, and Social Science, 1(1), 257–259. https://core.ac.uk/download/pdf/78033925.pdf
Putri, N. P. A. K. K., & Sukawati, T. G. R. (2019). Peran citra merek memediasi pengaruh E-WOM terhadap niat beli. E-Jurnal Manajemen Universitas Udayana, 8(7), 4268–4297.
Siwu, C. W. G., & Rahanatha, G. B. (2024). Peran brand image dalam memediasi pengaruh electronic word of mouth (E-WOM) terhadap purchase intention (studi kasus pada produk smartphone iPhone di Kota Denpasar). Business and Investment Review, 2(6), 1–9. https://doi.org/10.61292/birev.136
Sulthana, A. N., & Vasantha, S. (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1–5.
Sylvia, S., & Ramli, A. H. (2023). The influence of E-WOM on purchase intention with brand image as a mediation variable. Jurnal Ilmiah Manajemen Kesatuan, 11(3), 1535–1544. https://doi.org/10.37641/jimkes.v11i3.2307
Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and brand awareness impact on consumer purchase intention: Mediating role of brand image. Pakistan Administrative Review, 1(1), 84–102.
Widiantari, N. N. R. J., Muna, N., Martini, I. A. O., & Pika, P. A. T. P. (2025). Pengaruh brand image terhadap purchase intention produk iPhone dengan perceived quality dan trust sebagai variabel mediasi. Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis, 5(1), 226–238. https://doi.org/10.55606/jupsim.v5i1.6116
Yodpram, S., & Intalar, N. (2020). Conceptualizing eWOM, brand image, and brand attitude on consumer's willingness to pay in the low-cost airline industry in Thailand. Proceedings, 39(27). https://doi.org/10.3390/proceedings2019039027
