The effect of social media marketing, electronic word-of-mouth, brand image on purchase intention

The effect of social media marketing, electronic word-of-mouth, brand image on purchase intention

Social media has the huge impact nowadays era. Every sector uses social media as one tool to engaged with to viewer instead of marketing.  This research focuses on the process of selecting a coffee shop, exploring the influence of factors such as social media marketing, brand image, and eWOM on cons...

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Bibliographic Details
Main Authors: Aldan Mutia Ramadhan, Heppy Millanyani
Format: Article
Language:English
Published: Indonesian Institute for Counseling, Education and Therapy (IICET) 2024-10-01
Series:JPPI (Jurnal Penelitian Pendidikan Indonesia)
Subjects:
social media marketing
purchase intention
brand image
electronic word-of-mouth
structural equation modeling
Online Access:https://jurnal.iicet.org/index.php/jppi/article/view/4176
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