The rapid development of information and communication technology can be utilized as a means to i... more The rapid development of information and communication technology can be utilized as a means to introduce Indonesian clothing brand. One way is to stimulate the occurrence of electronic communication word of mouth between consumers through social media Instagram. Electronic word of mouth communication is able to embed brand image in the minds of consumers so that it can grow purchase intention from consumers to visit Schofficial Instagram account. Therefore, this study aims to examine the effect of Electronic Word of Mouth on Purchase Intention through Brand Image. Survey was conducted on 113 followers of ouvalresearch Instagram accounts who were active and had visited ouvalresearch Instagram account. Data analysis used in this study was path analysis. The result of this research shows that (1)Electronic Word of Mouth has significant effect on Brand Image; (2)Electronic Word of Mouth has significant effect on Purchase Intention; and (3)Brand Image has significant effect on Purchase ...
The rapid development of information and communication technology can be utilized as a means to i... more The rapid development of information and communication technology can be utilized as a means to introduce Indonesian clothing brand. One way is to stimulate the occurrence of electronic communication word of mouth between consumers through social media Instagram. Electronic word of mouth communication is able to embed brand image in the minds of consumers so that it can grow purchase intention from consumers to visit Schofficial Instagram account. Therefore, this study aims to examine the effect of Electronic Word of Mouth on Purchase Intention through Brand Image. Survey was conducted on 113 followers of ouvalresearch Instagram accounts who were active and had visited ouvalresearch Instagram account. Data analysis used in this study was path analysis. The result of this research shows that (1)Electronic Word of Mouth has significant effect on Brand Image; (2)Electronic Word of Mouth has significant effect on Purchase Intention; and (3)Brand Image has significant effect on Purchase ...
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