The mediating role of perceived value and social media word-of-mouth in the relationship between perceived quality and purchase intention

This study aims to investigate the effect of perceived quality on purchase intention mediated by value and social media WOM. The process involved testing cause-and-effect relationships between variables used in structural equation model (SEM) empirically using primary data from an online survey 410 Garuda Indonesia Airline passengers. five-scale ordinal retrieved 27 question items presented respondents were later processed LISREL statistical software. analysis produced several findings, first, dimensions directly affected also have a direct influence WOM, second, WOM intention, third, played mediating role fourth, had influencing intention. simply means that indirectly significantly through mediation