The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth (E-WOM) and Social Media on Purchase Intention

This study aimed to investigate the function of brand image in mediating impact social media and electronic word-of-mouth on purchase intention. Methods The causality technique is employed this study. Customers who South Tangerang's Lazada marketplace make up study's demographic. Purposive sampling was select samples from 150 respondents. SEM (Structural Equation Model) analysis with SMART PLS program for data analysis. research showed that (E-WOM) had a favorable significant perception. Brand can act as mediator between Electronic Word Mouth factors E-WOM have findings suggest can, directly indirectly, improve intention through image.