Pengaruh Komunikasi Electronic Word Of Mouth Terhadap Purchase Intention Smartphone Dengan Brand Image Sebagai Variabel Mediasi (Studi Pada Mahasiswa Universitas Muhammadiyah Surakarta)

This study aims to determine the effect of electronic word of mouth communication on smartphone purchase intention with brand image as a mediating variable. The population in this study were students of the Muhammadiyah University of Surakarta, the technique in sampling using purposive sampling by distributing questionnaires using Google forms to 100 respondents who fit the criteria of the sample population in the study. The data obtained were analyzed using several tests: validity, reliability, normality, heteroscedasticity, multiple linear regression analysis, coefficient of determination test, t test, and the mediation variable test using: path analysis and multiple tests assisted by SPSS 23 software. Based on the Results This study shows that electronic word of mouth communication has a significant and positive influence on smartphone brand image, electronic word of mouth communication has a significant and positive influence on smartphone purchase intentions, brand image has a significant and positive effect on smartphone purchase intention, communication electronic word of mouth has a positive influence on purchase intention mediated by the smartphone brand image