PERAN CITRA MEREK DALAM MEMEDIASI PENGARUH E-WOM TERHADAP MINAT BELI SEPATU MEREK BATA

Abstract

This study explains the role of brand image mediating the influence of E-WOM on buying interest. This research was conducted in the city of Denpasar involving 130 respondents. The study used questionnaires, observation and interviews. Path analysis and sobel test were used. The results of this study are E-WOM variables that influence positively and significantly on brand image, E-WOM has a positive and significant influence on buying interest, brand image has positive and significant influence on buying interest, and brand image is able to mediate E-WOM with buying interest. Bata management should increase the perception of prospective buyers with users who have used Bata brand shoes on social media, by reviewing the superiority of Bata products. Keywords: brand image, E-WOM, buying interest