The Effect of Electronic Word of Mouth and Brand Image on Online Shopping Behavior Through Online Purchase Intention as Intervening Variables (Study on Marketplace Shopee Users)

Electronic word of mouth (E-Wom) is currently something that needed and considered by consumers before choosing to use or consume something. In addition e-wom, also consider the image a company. The better company's positive reviews, more it will make believe in consuming using brand. This study aims determine effect e-wom brand on online shopping behavior through purchase intention Shopee users. research quantitative with help SPSS 22 software. population this application sample was 200 respondents. addition, test feasibility instrument, validity reliability tests were used, classical assumption tests, hypothesis testing, path analysis methods used. results showed (1) has significant influence behavior, (2) intention. (3) (4) intention, (5) (6) (7)