How Electronic Word Of Mount (E-Wom) Affects Purchase Intention With Brand Image As A Mediation Variable : Case Of Xiaomi Smartphone In Student

This study aims to examine how the electronic word of mouth (e-wom) affects the purchase intention with brand image as a mediation variable. The determination of the object is carried out by proposive sampling, which takes the sample of the students of the Syiah Kuala university. There are 96 main field trials that are feasible to be sampled. The technique of data collection is done by questionnaire. The questionnaire is used to collect the data and it is analyzed by spss. The result shows that e-wom has a positive effect on purchase intention of Xioami Smartphone by students, e-wom has a positive effect on brand image, and brand image has positive effect on purchase intention, and also the brand image partially mediates e-wom to purchase intention. This can be the basics analysis for both academic practical and persons. For academic, this contributes for the further research that this model can be develop for the new ones. The originality in this study lies in the object and timeline, and also at the analysis that uses the path method. This conclusions also make the practical persons know how to manage the variables some students are interested in Xiaomi smartphones with varied variations and this is a good value and can be maintained by the company. The limitation of this research is only in using the three variables, so this can be developed by other researchers to build the new models.