The effect of brand image and product knowledge on purchase intentions with e-WOM as a mediator variable

This study aims to explain the effect of product knowledge, brand image, e-WOM on purchase intentions for edtech products in Indonesia. Data were obtained using a closed questionnaire involving 230 respondents, from Indonesians who know about startup and are between 18 35 years old. The sampling technique used was convenience sampling. analysis is Structural Equation Modeling (SEM) uses help AMOS version 24 program. results show that 1) knowledge has positive but not significant intention, 2) image have e-commerce WOM, 3) intention. It also found functions as mediator variable stronger than direct