Pengaruh Electronic Word of Mouth terhadap Niat Beli Smartphone Merek iPhone yang di Mediasi Oleh Citra Merek: Studi pada Mahasiswa Manajemen Universitas Negeri Makassar

Nurul Afiah Almunawarah ; Siti Hasbiah ; Ilma Wulansari Hasdiansa ; Isma Azis Riu ; Nurul Fadilah Aswar
JURNAL RISET MANAJEMEN (JURMA) 📅 2026 Vol 4, No 2 🔗 DOI: 10.54066/jurma.v4i2.3990
Abstract
This study aims to analyze the influence of electronic word of mouth (E-WOM) on purchase intention of iPhone brand smartphone through brand image as a mediating variable in Management students of Makassar State University. This study is motivated by the rapid development of digital technology and the increasing use of social media as a source of information that influences consumer perceptions and purchasing decisions, especially among students. The phenomenon of the rise of online product reviews, comments, and recommendations makes E-WOM an important factor in shaping brand image and driving consumer purchase intention. This study uses a quantitative explanatory approach survey method with purposive sampling technique, then analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the help of SmartPLS. The results show that electronic word of mouth (E-WOM) has a positive and significant effect on purchase intention and brand image, brand image also has a positive and significant effect on purchase intention, and is able to significantly mediate the relationship between E-WOM and purchase intention of iPhone brand smartphone. These findings indicate that the better the quality of information and reviews conveyed through E-WOM, the stronger the brand image formed and the higher the consumer's purchase intention.
Keywords
Brand Image; Electronic Word of Mouth (E-WOM); iPhone; Purchase Intention; Smartphone
How to Cite

Nurul Afiah Almunawarah, et al. (2026). Pengaruh Electronic Word of Mouth terhadap Niat Beli Smartphone Merek iPhone yang di Mediasi Oleh Citra Merek: Studi pada Mahasiswa Manajemen Universitas Negeri Makassar. JURNAL RISET MANAJEMEN (JURMA), 4(2). https://doi.org/10.54066/jurma.v4i2.3990

Nurul Afiah Almunawarah; Siti Hasbiah; Ilma Wulansari Hasdiansa; Isma Azis Riu; Nurul Fadilah Aswar, "Pengaruh Electronic Word of Mouth terhadap Niat Beli Smartphone Merek iPhone yang di Mediasi Oleh Citra Merek: Studi pada Mahasiswa Manajemen Universitas Negeri Makassar," JURNAL RISET MANAJEMEN (JURMA), vol. 4, no. 2, 2026.

Nurul Afiah Almunawarah; Siti Hasbiah; Ilma Wulansari Hasdiansa; Isma Azis Riu; Nurul Fadilah Aswar. "Pengaruh Electronic Word of Mouth terhadap Niat Beli Smartphone Merek iPhone yang di Mediasi Oleh Citra Merek: Studi pada Mahasiswa Manajemen Universitas Negeri Makassar." JURNAL RISET MANAJEMEN (JURMA), vol. 4, no. 2, 2026.

Nurul Afiah Almunawarah; Siti Hasbiah; Ilma Wulansari Hasdiansa; Isma Azis Riu; Nurul Fadilah Aswar. "Pengaruh Electronic Word of Mouth terhadap Niat Beli Smartphone Merek iPhone yang di Mediasi Oleh Citra Merek: Studi pada Mahasiswa Manajemen Universitas Negeri Makassar." JURNAL RISET MANAJEMEN (JURMA) 4, no. 2 (2026).

Nurul Afiah Almunawarah, et al. (2026) 'Pengaruh Electronic Word of Mouth terhadap Niat Beli Smartphone Merek iPhone yang di Mediasi Oleh Citra Merek: Studi pada Mahasiswa Manajemen Universitas Negeri Makassar', JURNAL RISET MANAJEMEN (JURMA), 4(2). doi: 10.54066/jurma.v4i2.3990.

Nurul Afiah Almunawarah; Siti Hasbiah; Ilma Wulansari Hasdiansa; Isma Azis Riu; Nurul Fadilah Aswar. Pengaruh Electronic Word of Mouth terhadap Niat Beli Smartphone Merek iPhone yang di Mediasi Oleh Citra Merek: Studi pada Mahasiswa Manajemen Universitas Negeri Makassar. JURNAL RISET MANAJEMEN (JURMA). 2026;4(2).

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