PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP CITRA MEREK DAN NIAT BELI PADA SMARTPHONE OPPO

This study aims to analyze the effect of word of mouth on brand image and purchase intention on Oppo smartphones.the subjects in this study were the people of Palembang city who recommended buying a smartphone besides that respondents saw Oppo smartphone products. In this study, a sample of 104 respondents were selected using purposive sampling method. The data analysis technique used in this research is analysis such as simple linear regression test, multiple linear regression test, coefficient of determination, t test, path analysis and single test assisted by the SPSS version 25 application. Mouth has a significant effect on brand image, electronic word of mouth has no significant effect on purchase intention, brand image has a significant effect on purchase intention and finally, brand image significantly mediates the effect of electronic word of mouth on purchase intention.