Pengaruh Brand Image dan Electronic Word of Mouth Terhadap Niat Beli Mobil Honda dengan Sikap Konsumen Sebagai Variabel Moderasi

المؤلفون

  • Siska Anzelin Program Studi Manajemen Universitas Katolik Parahyangan
  • Istiharini Program Studi Manajemen Universitas Katolik Parahyangan
  • Theresia Gunawan Program Studi Manajemen Universitas Katolik Parahyangan

DOI:

https://doi.org/10.47467/alkharaj.v7i9.8447

الملخص

This study examines the influence of brand image and electronic word of mouth (e-WOM) on purchase intention of Honda Cars, with consumer attitude as a moderating variable. Using a quantitative approach, data were collected from 140 respondents through questionnaires. The analysis technique used is SEM-PLS with SmartPLS 4.0. The results show that brand image and e-wom positively and significantly influence purchase intention. Consumer attitude does not significantly moderates the relationship between brand image and purchase intention, nor does it significantly moderate the relationship between e-Wom and purchase intention. The findings suggest that managing digital reputation and enhancing consumer perceptions are vital for increasing Honda’s market share.

التنزيلات

بيانات التنزيل غير متوفرة بعد.

التنزيلات

منشور

2025-09-02

كيفية الاقتباس

Siska Anzelin, Istiharini, & Theresia Gunawan. (2025). Pengaruh Brand Image dan Electronic Word of Mouth Terhadap Niat Beli Mobil Honda dengan Sikap Konsumen Sebagai Variabel Moderasi . Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 7(9), 3076 –. https://doi.org/10.47467/alkharaj.v7i9.8447

الأعمال الأكثر قراءة لنفس المؤلف/المؤلفين