MEDIATING EFFECT OF BRAND IMAGE AND BRAND TRUST BETWEEN E-WOM ON SMARTPHONE BUY INTEREST IN TANGERANG CITY

The population in this study is the people in Tangerang City who are at least 17 years old and know about smartphone products. The sample was taken by 150 respondents using purposive sampling. The data were obtained through questionnaires on the Likert scale 1-5, which has been widely used as an int...

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Autores principales:	Dewi F.M., Sulivyo L., Bastaman A.
Formato:	article
Lenguaje:	EN RU
Publicado:	Russian Journal of Agricultural and Socio-Economic Sciences 2021
Materias:	ewom brand image brand trust buy interest Agriculture (General) S1-972
Acceso en línea:	https://doaj.org/article/6495b48c85dd4aefb82734e123c234df
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id	oai:doaj.org-article:6495b48c85dd4aefb82734e123c234df
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spelling	oai:doaj.org-article:6495b48c85dd4aefb82734e123c234df2021-12-04T08:17:31ZMEDIATING EFFECT OF BRAND IMAGE AND BRAND TRUST BETWEEN E-WOM ON SMARTPHONE BUY INTEREST IN TANGERANG CITY10.18551/rjoas.2021-11.082226-1184https://doaj.org/article/6495b48c85dd4aefb82734e123c234df2021-11-01T00:00:00Zhttps://doaj.org/toc/2226-1184The population in this study is the people in Tangerang City who are at least 17 years old and know about smartphone products. The sample was taken by 150 respondents using purposive sampling. The data were obtained through questionnaires on the Likert scale 1-5, which has been widely used as an interval scale. The data was analyzed using Partial Least Square with the Smart PLS-3 software application program. From the results of this study can be concluded that: First, there is a positive and significant influence between eWOM on Brand Image with a value of 30,399 > 1.96 Second, there is a positive and significant influence between eWOM on Buy Interest with a value of 2,788 > 1.96. Third, there is a positive and significant influence between eWOM on Brand Trust with a value of 10,238 > 1.96. Fourth, there is a positive and significant influence between Brand Image on Buy Interest with a value of 4,896 > 1.96. Fifth, there is a positive and significant influence between Brand Trust on Buy Interest with a value of 2,774 > 1.96. Sixth, there is a positive and significant influence between eWOM on Buy Interest through Brand Image with a Sobel test statistic of 4,718 > 1.96. Seventh, there is a positive and significant influence between eWOM on Buy Interest through Brand Trust with a Sobel test statistic of 2,247 > 1.96.Dewi F.M.Sulivyo L.Bastaman A.Russian Journal of Agricultural and Socio-Economic Sciencesarticleewombrand imagebrand trustbuy interestAgriculture (General)S1-972ENRURussian Journal of Agricultural and Socio-Economic Sciences, Vol 119, Iss 11, Pp 74-80 (2021)
institution	DOAJ
collection	DOAJ
language	EN RU
topic	ewom brand image brand trust buy interest Agriculture (General) S1-972
spellingShingle	ewom brand image brand trust buy interest Agriculture (General) S1-972 Dewi F.M. Sulivyo L. Bastaman A. MEDIATING EFFECT OF BRAND IMAGE AND BRAND TRUST BETWEEN E-WOM ON SMARTPHONE BUY INTEREST IN TANGERANG CITY
description	The population in this study is the people in Tangerang City who are at least 17 years old and know about smartphone products. The sample was taken by 150 respondents using purposive sampling. The data were obtained through questionnaires on the Likert scale 1-5, which has been widely used as an interval scale. The data was analyzed using Partial Least Square with the Smart PLS-3 software application program. From the results of this study can be concluded that: First, there is a positive and significant influence between eWOM on Brand Image with a value of 30,399 > 1.96 Second, there is a positive and significant influence between eWOM on Buy Interest with a value of 2,788 > 1.96. Third, there is a positive and significant influence between eWOM on Brand Trust with a value of 10,238 > 1.96. Fourth, there is a positive and significant influence between Brand Image on Buy Interest with a value of 4,896 > 1.96. Fifth, there is a positive and significant influence between Brand Trust on Buy Interest with a value of 2,774 > 1.96. Sixth, there is a positive and significant influence between eWOM on Buy Interest through Brand Image with a Sobel test statistic of 4,718 > 1.96. Seventh, there is a positive and significant influence between eWOM on Buy Interest through Brand Trust with a Sobel test statistic of 2,247 > 1.96.
format	article
author	Dewi F.M. Sulivyo L. Bastaman A.
author_facet	Dewi F.M. Sulivyo L. Bastaman A.
author_sort	Dewi F.M.
title	MEDIATING EFFECT OF BRAND IMAGE AND BRAND TRUST BETWEEN E-WOM ON SMARTPHONE BUY INTEREST IN TANGERANG CITY
title_short	MEDIATING EFFECT OF BRAND IMAGE AND BRAND TRUST BETWEEN E-WOM ON SMARTPHONE BUY INTEREST IN TANGERANG CITY
title_full	MEDIATING EFFECT OF BRAND IMAGE AND BRAND TRUST BETWEEN E-WOM ON SMARTPHONE BUY INTEREST IN TANGERANG CITY
title_fullStr	MEDIATING EFFECT OF BRAND IMAGE AND BRAND TRUST BETWEEN E-WOM ON SMARTPHONE BUY INTEREST IN TANGERANG CITY
title_full_unstemmed	MEDIATING EFFECT OF BRAND IMAGE AND BRAND TRUST BETWEEN E-WOM ON SMARTPHONE BUY INTEREST IN TANGERANG CITY
title_sort	mediating effect of brand image and brand trust between e-wom on smartphone buy interest in tangerang city
publisher	Russian Journal of Agricultural and Socio-Economic Sciences
publishDate	2021
url	https://doaj.org/article/6495b48c85dd4aefb82734e123c234df
work_keys_str_mv	AT dewifm mediatingeffectofbrandimageandbrandtrustbetweenewomonsmartphonebuyinterestintangerangcity AT sulivyol mediatingeffectofbrandimageandbrandtrustbetweenewomonsmartphonebuyinterestintangerangcity AT bastamana mediatingeffectofbrandimageandbrandtrustbetweenewomonsmartphonebuyinterestintangerangcity
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MEDIATING EFFECT OF BRAND IMAGE AND BRAND TRUST BETWEEN E-WOM ON SMARTPHONE BUY INTEREST IN TANGERANG CITY

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