Article Sidebar

Download
PDF
Statistic
Read Counter : 58 Download : 69

Main Article Content

Abstract

Purpose: This study aims to investigate the role of Brand Attitude as a mediator in the relationship between Electronic Word of Mouth (eWOM) and Purchase Intention.  


Research Design and Methodology: His research employs a quantitative survey approach. Data were collected from 171 respondents who were guests at Suni Garden Lake Hotel & Resort Sentani. The validity and reliability of the research instruments were tested, and analysis was conducted using Structural Equation Modeling (SEM) to examine the relationships between variables.  


Findings and Discussion: The main findings indicate that eWOM positively and significantly affects Brand Attitude and purchase Intention. The regression results show that Brand Attitude mediates the relationship between eWOM and Purchase Intention, thus strengthening the impact of eWOM on consumer purchase decisions.


Implication: The implications of this study highlight the importance of effectively managing eWOM to enhance Brand Attitude and Purchase Intention. Marketers can leverage positive reviews and constructive interactions on social media to strengthen Brand Attitude. This study also opens opportunities for further research to explore how specific elements of eWOM influence Brand Attitude and Purchase Intention across different demographic segments and cultural contexts.

Keywords

Electronic Word of Mouth Brand Attitude Purchase Intention Digital Marketing Consumer Behavior

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Bundu, V. N., Zakaria, Z., & Labo, I. A. (2024). The Role of Brand Attitude to Mediate Electronic Word of Mouth on Purchase Intention. Advances in Business & Industrial Marketing Research, 2(3), 164–178. https://doi.org/10.60079/abim.v2i3.252
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Achmad, G. N., Pangestu, F. R., Fitriansyah, F., Surapati, U., & Mahsyar, S. (2020). How does brand awareness affect purchase intention in mediation by perceived quality and brand loyalty. Journal of Critical Reviews, 7(2), 103–109. https://doi.org/10.31838/jcr.07.02.20
  2. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
  3. Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261. https://doi.org/10.1037/h0076477
  4. Al-Dmour, H., Aloqaily, A., Al-Qaimari, R., & Al-Hassan, M. (2021). The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor: an empirical study. International Journal of Networking and Virtual Organisations, 24(2), 182–199. https://doi.org/10.1504/IJNVO.2021.114732
  5. Alnoor, A., Tiberius, V., Atiyah, A. G., Khaw, K. W., Yin, T. S., Chew, X., & Abbas, S. (2024). How Positive and Negative Electronic Word of Mouth (eWOM) Affects Customers’ Intention to Use Social Commerce? A Dual-Stage Multi Group-SEM and ANN Analysis. International Journal of Human–Computer Interaction, 40(3), 808–837. https://doi.org/10.1080/10447318.2022.2125610
  6. Ardani, W. (2024). The Link of Social Media and Brand Image on Consumer Purchase Intention the Mediating Role E-Wom. Kompartemen: Kumpulan Orientasi Pasar Konsumen, 2(1), 1–6. https://doi.org/10.56457/kompartemen.v2i1.516
  7. Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291–295. https://doi.org/10.1177/002224376700400308
  8. Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image. International Journal of Marketing Studies, 7(1), 126. https://doi.org/10.5539/ijms.v7n1p126
  9. Beyari, H., & Garamoun, H. (2024). The Impact of Online Word of Mouth (e-WOM) on End-User Purchasing Intentions: A Study on e-WOM Channels’ Effects on the Saudi Hospitality Market. Sustainability, 16(8), 3163. https://doi.org/10.3390/su16083163
  10. Ceran, Y., Singh, H., & Mookerjee, V. (2011). The Case of Blockbuster Online Rental System.
  11. Charo, N., Sharma, P., Shaikh, S., Haseeb, A., & Sufya, M. Z. (2015). Determining the impact of ewom on brand image and purchase intention through adoption of online opinions. International Journal of Humanities and Management Sciences, 3(1), 41–46.
  12. Cheung, C. M. K., Lee, M. K. O., & Thadani, D. R. (2009). The impact of positive electronic word-of-mouth on consumer online purchasing decision. Springer. https://doi.org/https://doi.org/10.1007/978-3-642-04754-1_51
  13. Chu, S., & Chen, H. (2019). Impact of consumers’ corporate social responsibility‐related activities in social media on brand attitude, electronic word‐of‐mouth intention, and purchase intention: A study of Chinese consumer behavior. Journal of Consumer Behaviour, 18(6), 453–462. https://doi.org/10.1002/cb.1784
  14. Chun, J. W., & Lee, M. J. (2016). Increasing individuals’ involvement and WOM intention on Social Networking Sites: Content matters! Computers in Human Behavior, 60, 223–232. https://doi.org/https://doi.org/10.1016/j.chb.2016.02.069
  15. Drossos, D. A., Kokkinaki, F., Giaglis, G. M., & Fouskas, K. G. (2014). The effects of product involvement and impulse buying on purchase intentions in mobile text advertising. Electronic Commerce Research and Applications, 13(6), 423–430. https://doi.org/https://doi.org/10.1016/j.elerap.2014.08.003
  16. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1994). Consumer Behavior (8th (ed.)). Dryden Press.
  17. Faishal, C. (2018). Pengaruh Kualitas Merek Pada Niat Beli Dengan Sikap Konsumen Sebagai Variabel Pemediasi. Universitas Muhammadiyah Surakarta. http://eprints.ums.ac.id/id/eprint/58264
  18. Ferdinand, A. (2002). Structural Equation Modeling in Management Research. Diponegoro University Press.
  19. Grewal, J., Hauptmann, C., & Serafeim, G. (2021). Material Sustainability Information and Stock Price Informativeness. Journal of Business Ethics, 171(3), 513–544. https://doi.org/10.1007/s10551-020-04451-2
  20. Groeger, L., & Buttle, F. (2016). Word-of-mouth marketing influence on offline and online communications: Evidence from case study research. In Word of Mouth and Social Media (pp. 20–40). Routledge. https://www.taylorfrancis.com/chapters/edit/10.4324/9781315776279-3/word-mouth-marketing-influence-offline-online-communications-evidence-case-study-research-lars-groeger-francis-buttle
  21. Haiban, M. L., & Rimadias, S. (2023). Analysis of Factors Forming Attitude towards Brand and Repurchase Intention by Using Brand Ambassadors on the Shopee Online Shopping Platform. Jurnal Ilmu Manajemen Dan Ekonomika, 15(2), 41–56. https://doi.org/10.35384/jime.v15i2.368
  22. Hasan, A. (2010). Marketing. Media Presindo.
  23. Heryana, D. K., & Yasa, N. N. K. (2020). Effect of Electronic Word of Mouth on Repurchase Intention Mediated by Brand Attitude. International Research Journal of Management, IT and Social Sciences, 7(2), 9–20. https://doi.org/10.21744/irjmis.v7n2.854
  24. Ismagilova, E., Dwivedi, Y. K., Slade, E., Williams, M. D., Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic word-of-mouth (eWOM). Springer.
  25. Jain, M., Dixit, S., & Shukla, A. (2023). Role of e-service quality, brand commitment and e-WOM trust on e-WOM intentions of millennials. The International Review of Retail, Distribution and Consumer Research, 33(1), 23–43. https://doi.org/10.1080/09593969.2022.2070860
  26. Jumawan, J., Soesanto, E., Cahya, F., Putri, C. A., Permatasari, S. A., Setyakinasti, S., & Ottay, M. L. (2024). Pengaruh Online Consumer Review Dan Kualitas Produk Terhadap Keputusan Pembelian Di Marketplace Shopee. SENTRI: Jurnal Riset Ilmiah, 3(6), 2854–2862. https://doi.org/10.55681/sentri.v3i6.2964
  27. Kannan, P. K., & Li, H. “Alice.” (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. https://doi.org/https://doi.org/10.1016/j.ijresmar.2016.11.006
  28. Keels, G. N. (2021). Brick-and-mortar retail stores disappearing in the digital age: Marketing strategies for sustainability. University of Maryland University College.
  29. Kotler, P., & Keller, K. L. (2009). Marketing Management (13th (ed.). Pearson Prentice Hall.
  30. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th (ed.). Pearson Prentice Hall.
  31. Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
  32. Kudeshia, C., & Mittal, A. (2016). The effect of eWOM on brand attitude and purchase intention of consumers: a cross-sectional study on consumer electronics. International Journal of Internet Marketing and Advertising, 10(3), 131–151. https://doi.org/10.1504/IJIMA.2016.080162
  33. Laudon, K. C., & Traver, C. G. (2020). E-commerce 2019: Business, technology, society. Pearson.
  34. Lien, C.-H., Wen, M.-J., Huang, L.-C., & Wu, K.-L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/https://doi.org/10.1016/j.apmrv.2015.03.005
  35. López, M., & Sicilia, M. (2014). Determinants of E-WOM influence: The role of consumers’ internet experience. Journal of Theoretical and Applied Electronic Commerce Research, 9(1), 28–43. https://doi.org/10.4067/S0718-18762014000100004
  36. Loureiro, S. M. C., Gorgus, T., & Kaufmann, H. R. (2017). Antecedents and outcomes of online brand engagement. Online Information Review, 41(7), 985–1005. https://doi.org/10.1108/OIR-08-2016-0236
  37. Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting on customers purchase intention. http://www.jmest.org/wp-content/uploads/JMESTN42350395.pdf.
  38. Mishra, A., & Satish, S. M. (2016). eWOM: Extant research review and future research avenues. Vikalpa, 41(3), 222–233. https://doi.org/10.1177/0256090916650952
  39. Mohamed, H. H., Li, Y., Kiani, A., & Ghani, U. (2024). Raving Fans or Silent Critics? Brand Service Recovery’s Impact on Positive eWOM. SAGE Open, 14(1), 21582440231219556. https://doi.org/10.1177/215824402312195
  40. Monaghan, J. (2006). Principles of Hotel Front Office Operations. Thomson Learning.
  41. Nugraha, J. P., Alfiah, D., Sinulingga, G., Rojiati, U., Saloom, G., Johannes, R., Batin, M. H., Lestari, W. J., Khatimah, H., & Beribe, M. F. B. (2021). Teori perilaku konsumen. Penerbit NEM.
  42. Otopah, A. A., Dogbe, C. S. K., Amofah, O., & Ahlijah, B. (2024). Digital marketing and purchase intention of bank services: the role of trust and engagement. International Journal of Bank Marketing, ahead-of-p(ahead-of-print). https://doi.org/10.1108/IJBM-02-2023-0097
  43. Petty, R. E. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology/Academic Press.
  44. Pourkabirian, A., Habibian, M., & Pourkabirian, A. (2021). Brand Attitude in Social Networks: The Role of eWoM. ArXiv.
  45. Prasetyo, B., & al., et. (2018). Komunikasi Pemasaran Terpadu: Pendekatan Tradisional Hingga Era Media Baru. UB Press.
  46. Putri, N. P. N. P., & Warmika, I. G. K. (2020). Peran Brand Equity Memediasi Wom Dan Marketing Communication Dengan Minat Beli Produk Oppo. Sumber, 2(4), 2. https://doi.org/10.24843/ejmunud.2020.v09.i04.p16
  47. Ramesh, K., Saha, R., Goswami, S., Sekar, & Dahiya, R. (2019). Consumer’s response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management, 26(2), 377–387. https://doi.org/10.1002/csr.1689
  48. Salehzadeh, R., & Pool, J. K. (2017). Brand attitude and perceived value and purchase intention toward global luxury brands. Journal of International Consumer Marketing, 29(2), 74–82. https://doi.org/10.1080/08961530.2016.1236311
  49. Sambodo, S. H., & Bagyono, P. (2012). Pengelolaan Hotel dan Restoran. Alfabeta.
  50. Sandhu, M. A., Saleem, A., & Ali, A. (2021). The effects of Electronic Word Of Mouth (EWOM) and Brand-Awareness to govern the advancement of Brand Attitude towards the Brand Repurchase Intention: A case of Mobile brands in Pakistan. IRASD Journal of Management, 3(3), 411–428. https://doi.org/10.52131/jom.2021.0303.0055
  51. Schiffman, L. G., & Kanuk, L. L. (2004). Consumer Behavior (8th (ed.)). Pearson Prentice Hall.
  52. Setyawan, D., & Wijayanti, T. (2014). Manajemen Operasional Hotel. UB Press.
  53. Shwastika, R., & Keni, K. (2021). The effect of brand awareness, social media marketing, perceived quality, hedonic motivation, and sales promotion towards consumers intention to purchase in fashion industry. International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021), 23–31. https://doi.org/10.2991/assehr.k.210805.004
  54. Soemarno, R. P. (2012). Pengelolaan dan Pengembangan Usaha Perhotelan. Rajawali Pers.
  55. Sotiriadis, M. D., & van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electronic Commerce Research, 13(1), 103–124. https://doi.org/10.1007/s10660-013-9108-1
  56. Sugiarto, M. (2011). Manajemen Perhotelan: Teori dan Praktik. Gramedia Pustaka Utama.
  57. Sulthana, A. (2019). Influence Of Electronic Word Of Mouth eWOM On Purchase Intention.
  58. Sumiati. (2016). Pemasaran Jasa: Pendekatan Praktis. Alfabeta.
  59. Sutisna. (2002). Perilaku Konsumen dan Komunikasi Pemasaran. Remaja Rosdakarya.
  60. Teng, S., Khong, K. W., Chong, A. Y.-L., & Lin, B. (2017). Examining the Impacts of Electronic Word-of-Mouth Message on Consumers’ Attitude. Journal of Computer Information Systems, 57(3), 238–251. https://doi.org/10.1080/08874417.2016.1184012
  61. Vázquez-Casielles, R., Suárez-Álvarez, L., & del Río-Lanza, A.-B. (2013). The word of mouth dynamic: How positive (and negative) WOM drives purchase probability: An analysis of interpersonal and non-interpersonal factors. Journal of Advertising Research, 53(1), 43–60. https://doi.org/10.2501/JAR-53-1-043-060
  62. Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889–901. https://doi.org/https://doi.org/10.1016/j.jbusres.2019.09.022
  63. Wang, F., Wang, M., Wan, Y., Jin, J., & Pan, Y. (2021). The power of social learning: How do observational and word-of-mouth learning influence online consumer decision processes? Information Processing & Management, 58(5), 102632. https://doi.org/https://doi.org/10.1016/j.ipm.2021.102632
  64. Wijaya, B. S. (2011). Teori dan Praktik Komunikasi Pemasaran. PT Gramedia Pustaka Utama.
  65. Xie, C., Bagozzi, R. P., & Grønhaug, K. (2019). The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences. Journal of Business Research, 95, 514–530. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.07.043
  66. Yohana, N. K. Y., Dewi, K. A. P., & Giantari, I. (2020). The role of brand image mediates the effect of electronic word of mouth (E-WOM) on purchase intention. American Journal of Humanities and Social Sciences Research, 1, 215–220. http://www.ajhssr.com/wp-content/uploads/2020/01/ZD2041215220.pdf.