<> "The repository administrator has not yet configured an RDF license."^^ . <> . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG)"^^ . "Electronic word of mouth (e-WOM) dan Pemasaran Media Sosial banyak\r\ndimanfaatkan konsumen untuk menggali informasi mengenai suatu produk.\r\nInformasi yang diperoleh dari berbagai sumber di internet akan mempengaruhi\r\npersepsi konsumen terhadap citra merek, risiko dan mendorong minat beli\r\nkonsumen. Penelitian ini bertujuan untuk menguji pengaruh variabel electronic\r\nword of mouth, dan pemasaran media sosial terhadap minat beli dengan brand\r\nimage sebagai variabel intervening. Penelitian ini dilakukan secara kuantitatif\r\npada 150 responden. Penelitian dilakukan pada seluruh masyarakat Lampung\r\nyang mengetahui tentang Bittersweet by Najla Lampung di Instagram dan pernah\r\nmelakukan pembelian melalui e-commerce. Metode yang digunakan adalah\r\nStructural Equation Model dengan Software SmartPLS 3.3.3 tahun 2023. Hasil\r\ndari pengujian ini menunjukkan bahwa hipotesis satu,dua,tiga,empat dan lima\r\nterbukti kebenarannya,dan dapat disimpulkan bahwa electronic word of mouth\r\nberpengaruh positif dan signifikan pada brand image dan minat beli, dan\r\npemasaran media sosial berpengaruh positif terhadap brand image dan minat beli\r\nserta signifikan terhadap brand image dan signifikan terhadap minat beli.\r\nSedangkan brand image berpengaruh positif dan signifikan terhadap minat beli.\r\nKata Kunci : Electronic Word of Mouth, Pemasaran Social media, Citra\r\nmerek, MinatElectronic word of mouth (e-WOM) and Social Media Marketing are widely used\r\nby consumers to gather information about a product. Information obtained from\r\nvarious sources on the internet will affect consumer perceptions of brand image,\r\nrisk and encourage consumer buying interest. This study aims to examine the\r\neffect of electronic word of mouth variables, and social media marketing on\r\npurchase intention with brand image as an intervening variable. This research was\r\nconducted quantitatively on 150 respondents. The research was conducted on all\r\nLampung people who know about Bittersweet by Najla Lampung on Instagram\r\nand have made purchases through e-commerce. The method used is Structural\r\nEquation Model with SmartPLS 3.3.3 software in 2023. Statistical results after\r\nhypothesis testing show that each variable, namely: These results indicate that\r\nhypotheses one, two, three, four and five are proven, and it can be concluded that\r\nelectronic word of mouth has a positive and significant effect on brand image and\r\npurchase intention, and social media marketing has a positive effect on brand\r\nimage and purchase intention and is significant to brand image and significant to\r\npurchase intention. Meanwhile, brand image has a positive and significant effect\r\non purchase intention.\r\nKeywords : Electronic Word of Mouth, Social Media Marketing, Brand\r\nImage, Purchase Intention Beli\r\n"^^ . "2024-02-07" . . . . . "EKONOMI DAN BISNIS "^^ . . . . . . . "Kusuma Kartika"^^ . "Tasia \t"^^ . "Kusuma Kartika Tasia \t"^^ . . . . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (File PDF)"^^ . . . "1. ABSTRAK - ABSTRACT - Tasia Kusuma Kartika.pdf"^^ . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (File PDF)"^^ . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (File PDF)"^^ . . . "3. SKRIPSI TANPA BAB PEMBAHASAN - Rocket Digital (1).pdf"^^ . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "preview.jpg"^^ . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "medium.jpg"^^ . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "small.jpg"^^ . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "preview.jpg"^^ . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "medium.jpg"^^ . . . "THE EFFECT OF ELECTRONIC WORD OF MOUTH AND\r\nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE\r\nAND PURCHASE INTENTION TOWARD E-COMMERCE\r\n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG) (Other)"^^ . . . . . . "small.jpg"^^ . . "HTML Summary of #83230 \n\nTHE EFFECT OF ELECTRONIC WORD OF MOUTH AND \nINSTAGRAM AS SOCIAL MEDIA MARKETING ON BRAND IMAGE \nAND PURCHASE INTENTION TOWARD E-COMMERCE \n(STUDY ON BITTERSWEET BY NAJLA LAMPUNG)\n\n" . "text/html" . . . "330 Ekonomi" . .