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

Abstract

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.