Abstract: This study’s purpose is to know the e-WOM combination of impulse buying through brand image. The variables offered are e-WOM, brand image, and impulse buying. The number of samples is 100 Starbucks customers domiciled in Denpasar as a whole with a purposive sampling method that has criteria, uses social media in the last 3 months, buying to Starbucks in the last 3 months, and has last high school education. Data was collected through questionnaires. Used the classic assumption test, analysis of path test and sobel test. The result is it was found that e-WOM and brand image were positive and significantly affected the drive to buy Starbucks customers. The brand image is able to mediate the significance of e-WOM to Starbucks customer buying impulses and brand image as a partial mediation variable because it is able to show e-WOM and brand image as factors that influence Starbucks impulse buying customers. This proves that e-WOM and brand image influence the drive to buy Starbucks customers. Positive E-WOM is needed to improve brand image and impulsive buying supported by the company for E-WOM remain positive.
Keyword: Electronic word of mouth, Brand Image, Impulse Buying, Starbucks.
Title: THE ROLE OF BRAND IMAGE AS MEDIATION IN THE EFFECT OF ELECTRONIC WORD OF MOUTH ON IMPULSE BUYING OF STARBUCKS CUSTOMERS IN DENPASAR CITY
Author: Ida Bagus Adi Widyatmika, Ni Made Wulandari Kusumadewi
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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