PENGARUH SALURAN E-WOM DAN BRAND EXPERIENCE TERHADAP PERCEIVED BRAND QUALITY DAN PURCHASE INTENTION PADA PRODUK SMARTPHONE

Achmad Fauzi Ibmi; Fajar  Satria

doi:10.34127/jrlab.v14i3.1895

Authors

Achmad Fauzi Ibmi Universitas Esa Unggul
Fajar Satria Universitas Esa Unggul

DOI:

https://doi.org/10.34127/jrlab.v14i3.1895

Keywords:

Brand Experience, e-WOM, Influencer, Social Media, Perceived Brand Quality, Purchase Intention

Abstract

In the current digital era, smartphones play an important role in daily life, such as shopping, banking transactions, and accessing entertainment. Indonesia ranks fourth globally with 187.7 million active smartphone users, making the understanding of factors influencing purchase intention increasingly relevant. This study aims to analyze the influence of electronic word of mouth (e-WOM) through social media, retailers online store, brand-owned media, and influencer, as well as brand experience on perceived brand quality, and subsequently the influence of perceived brand quality on purchase intention for Samsung smartphones. This research employs a quantitative approach using an online survey of 180 respondents domiciled in the Jabodetabek area. The data analysis technique applied is multiple linear regression. The results indicate that brand experience and all e-WOM channels significantly enhance perceived brand quality, which in turn increases consumer purchase intention toward Samsung smartphones. This study provides a deeper understanding of the importance of managing brand experience and optimizing various e-WOM channels in strengthening perceived brand quality and encouraging consumer purchase intention, particularly in the competitive smartphone market. Future research is recommended to expand the object to other industries and involve respondents from different regions to yield more comprehensive findings.

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