Pengaruh Brand Image, Electronic Word of Mouth (eWOM) dan Customer Satisfaction terhadap Purchase Intention

This research wants to show the influence of brand image, electronic word mouth (eWOM), and customer satisfaction on purchase intention. descriptive involved quantitative data collecting using a questionnaire as collection method. The researcher used convenience sampling method take 123 respondents with valid data. analysis technique Partial Least Square – Structured Equation Modelling (PLS-SEM) help Smart PLS 3.3.2 software. study concluded that 1) Brand image has an insignificantly positive effect intention, 2) Customer Satisfaction significantly 3) eWOM significant Penelitian ini dibuat untuk menunjukkan pengaruh dan terhadap Pada penelitian deskriptif menggunakan pengumpulan kuantitatif dengan kuesioner secara cross-sectional sebagai metode Metode yang digunakan adalah sebanyak responden valid. Teknik analisis bantuan software 3.3.2. Kesimpulan pada berpengaruh positif tidak signifikan