The Effect of E-WOM and Social Media Marketing on the Purchase Intention of ‘Muslimadani’ Fashion Consumers Mediated by Brand Image

Abstract

This study aims to analyse the direct effect between electronic word of mouth, social media marketing, and brand image on purchase intention. This study also aims to analyse the indirect effect between electronic word of mouth and social media marketing on purchase intention which is mediated by brand image. This study used a sample of 105 Muslimadani consumers on the Shopee e-commerce platform using purposive sampling technique. Data were collected through the online distribution of Google Form questionnaires. The questionnaire consists of several question points that are evaluated using a Likert scale with a value range of 1 to 5. The data were analysed using SmartPLS 4 software. This study reveals that electronic word of mouth has no significant effect on purchase intention, while social media marketing and brand image have a significant positive effect on purchase intention. Furthermore, it is also known that there is an indirect significant positive effect between electronic word of mouth and social media marketing on purchase intention mediated by brand image.