PENGARUH E-WOM TERHADAP MINAT BELI DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA KONSUMEN KOPI CANGKIR DAMPIT

The purpose of this study is to identify and analyze the e-wom influencer on purchasing intent, using brand image as a moderating variable for dampit cup coffee consumers. Purposive sampling techniques were used to collect primary data from 130 consumer respondents who had made a purchase and potential consumers on Dampit Cup Coffee. The data analysis techniques used include scale range, path analysis, and the sobel test. Based on the findings of the testing and analysis, this study concluded that e-wom has a positive and significant effect on purchasing intent, e-wom has a positive and significant effect on brand image, brand image has a positive and significant effect on purchasing intent, and brand image mediates the influence of e-wom on purchasing intent