Abstract
This study analyzes the effect of Electronic Word of Mouth, Perceived Quality, and Perceived Price on Purchase Intention through Brand Image on Roughneck 1991 products in Yogyakarta. The subjects in this study were consumers or customers of local fashion products who live in Yogyakarta. In this study, 232 respondents became samples and were collected using a non-probability sampling method with a purposive sampling technique. The analysis tool used was SEM analysis with AMOS software. Based on the analysis, the results showed that Electronic Word of Mouth had a positive and significant effect on Brand Image, Perceived Quality had a positive and significant effect on Brand Image, Perceived Price had a positive and significant effect on Brand Image, Electronic Word of Mouth had a positive and significant effect on Purchase Intention, Perceived Quality had a positive and significant effect on Purchase Intention, Price Perception had a positive and significant effect on Purchase Intention, Brand Image had a positive and significant effect on Purchase Intention, Electronic Word of Mouth had an indirect effect on Purchase Intention which was mediated by Brand Image, Perceived Quality had an indirect effect on Purchase Intention which was mediated by Brand Image. Perceived price indirectly affected Purchase Intention, which was mediated by Brand Image.
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Hayanti, S., Nuryakin (2023). The Influence of Electronic Word of Mouth, Quality Perception and Price Perception on Purchase Interest Through Brand Image. In: Stephanidis, C., Antona, M., Ntoa, S., Salvendy, G. (eds) HCI International 2023 Posters. HCII 2023. Communications in Computer and Information Science, vol 1835. Springer, Cham. https://doi.org/10.1007/978-3-031-36001-5_45
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