The Effect of e-Wom And Brand Image on The Interest in Buying The Heavenly Blush Yoghurt Product

  • Muslih Mughoffar PT SUCOFINDO (Persero) Jl. Raya Pasar Minggu Kav. 34, Jakarta, 12780
  • Ujang Sumarwan Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University Jl. Kamper Kampus IPB Darmaga, Bogor 16680
  • Netty Tinaprilla Departement of Agribusiness, Faculty of Economics and Management, IPB University Jl. Kamper, Wing 4 Level 5 Campus of IPB Darmaga Bogor 16680

Abstract

The objectives of this research are: 1) to analyze the effect of e-WOM on brand image of Heavenly Blush product, 2) to analyze the effect of e-WOM on the interest in buying Heavenly Blush product, and 3) to analyze the effect of brand image on the interest in buying Heavenly Blush product. This research used online and offline survey methods in the form of questionnaires. The research sampling was carried out using non-probability sampling technique. The scaling technique of the study applied Likert scale which produces measurements at intervals; scale 1 for strongly disagree statements and scale 5 for strongly agree statements. The data analysis used PLS (Partial Least Square). The 106 respondents of the research were customers who already knew about Heavenly Blush yogurt products but had never consumed them with the minimum age of 17 years. The findings showed that there is a positive effect of e-WOM variable on brand image variable with a value of 0.425. The e-WOM variable has a positive effect on the interest in buying Heavenly Blush product with a value of 0.430. Brand image is the last variable that has a positive effect on interest in buying with a value of 0.244.

Keywords: brand image, e-WOM, interest in buying, product, yogurt

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Published
2019-05-26
How to Cite
Mughoffar, M., Sumarwan, U., & Tinaprilla, N. (2019). The Effect of e-Wom And Brand Image on The Interest in Buying The Heavenly Blush Yoghurt Product. Indonesian Journal of Business and Entrepreneurship (IJBE), 5(2), 158. https://doi.org/10.17358/ijbe.5.2.158