Published date: Jul 31 2024

Journal Title: KnE Social Sciences

Issue title: The 3rd International Conference on Business, Economics, and Sustainability Science (BESS 2023)

Pages: 84–92

DOI: 10.18502/kss.v9i21.16665

Jessica Claudiajessiclaudian19@gmail.comFaculty of Economics and Business, Universitas Sumatera Utara

Paham GintingFaculty of Economics and Business, Universitas Sumatera Utara

Beby Karina Fawzeea SembiringFaculty of Economics and Business, Universitas Sumatera Utara

This study uses E-Satisfaction as a moderator to identify and examine the effects of E-WOM and brand image on purchase intention. The primary data was collected directly from the 105 respondents who made up the sample. The sampling technique combines both the non-probability sampling technique and the Slovin sampling approach. Quantitative analysis methods were used to investigate survey responses from respondents, and SPSS was used as the analytical tool. Brand image does not significantly affect purchase intentions, but E-WOM and E-Satisfaction do, according to the study’s findings. The association between E-WOM and purchase intentions is likewise moderated by e-satisfaction, whereas the link between brand image and purchases is not moderated by e-satisfaction.

Keywords: E-wom, brand image, E-Satisfaction, purchase intention

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