Jurnal Ekonomi
Vol. 12 No. 02 (2023): Jurnal Ekonomi, Perode April - Juni 2023

THE EFFECT OF E-WOM ON PURCHASE INTENTION WITH CUSTOMER SATISFACTION AS A MEDIATION VARIABLE ON IPHONE SMARTPHONES (Study On Customers In Jakarta)

Viola Cahyaningrum (Universitas Airlangga)
Sri Hartini (Universitas Airlangga)

Article Info

Publish Date
21 Apr 2023

Abstract

This study aims (1) to analyze the effect of E-WOM on purchase intention; (2) analyze the effect of E-WOM on customer satisfaction; (3) the effect of customer satisfaction on purchase intention; (4) analyze the effect of E-WOM on purchase intention mediated by customer satisfaction. The population is all iPhone customers who have never purchased an iPhone smartphone. The total sample of 100 respondents was taken using a purposive sampling technique. Data collection techniques using a questionnaire. Data analysis using path analysis and Sobel test. The results of the study show that (1) E-WOM has a significant effect on purchase intention. (2) E-WOM has a significant effect on customer statistics. (3) customer satisfaction has a significant effect on purchase intention. (4) E-WOM has a significant effect on purchase intention which is mediated by customer satisfaction.

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Journal Info
Jurnal Ekonomi
Website

Abbrev

Ekonomi

Publisher

SEAN INSTITUTE

Subject

Economics, Econometrics & Finance Social Sciences

Description

Journal Ekonomi is a peer-reviewed journal that publishes scientific articles that are the results of original scientific research (top priority) and new scientific review articles (not priority) from various academics and researchers that have not been published elsewhere, including: 1. Accountancy ...