PENGARUH CONTENT MARKETING DAN EWOM TERHADAP PURCHASE INTENTION DAN BRAND IMAGE (STUDI PADA MEREK SEPATU DI DAERAH ISTIMEWA YOGYAKARTA)

The rapid development of the internet has made social media platforms a new place for humans to interact. This opportunity can be used by brands. A good brand does not only sell hard-selling products, but also needs to provide value and convey it to consumers. Delivering this value can take advantage of content on social media. This study aims to determine the effect of content marketing on e-wom and its impact on purchase intention. There are 5 hypotheses built in this study, namely the influence of content marketing on e-wom, the effect of e-wom on brand image, the effect of e- wom on purchase intention, the influence of brand image on purchase intention and the role of brand image as a mediator between e-wom and purchase intentions. The subjects in this study were social media followers on the official accounts of several shoe brands circulating in Indonesia. The sampling technique used purposive sampling by using several criteria. The number of samples in this study was 325. Data were collected using a questionnaire with a Liker scale of 1 to 5 and will be analyzed using the Structural Equation Modeling method. Based on the results of the analysis that has been carried out, it shows that content marketing has a significant positive effect on e-wom, e-wom has a significant positive effect on brand image and purchase intention, and brand image has a significant positive effect on purchase intention, and brand image is able to play a role. as a mediator between e-wom and purchase intention. In conclusion, this study accepts all the hypotheses that have been proposed.