PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP CITRA MEREK DAN MINAT BELI PADA PRODUK LAPTOP ASUS (Studi Pada Mahasiswa Universitas Muhammadiyah Yogyakarta)

This study aims to determine the effect of the Electronic Word of Mouth on Brand Image and Purchase Interest. The object of this research is the Asus Brand Laptop product, while the subject is the Asus brand laptop consumers at the students of the Muhammadiyah University of Yogyakarta. This study uses sampling with purposive sampling technique. The number of samples in this study were 200 respondents. Data obtained through the deployment of Google Forms. The data analysis technique used SEM with Soffware Amos version 24. From the results of testing the four hypotheses that have been done, it can be concluded that electronic word of mouth has a positive and significant effect on brand image, electronic word of mouth has a positive effect on buying interest, brand image has a significant effect on buying interest, electronic word of mouth has a significant effect on buying interest. By Mediating Brand Image Variables Keywords: Electronic Word of mouth, Brand Image, Purchase Intention