The Role of Brand Attitude and Risk Perception Mediates the Effect of E-Wom on Purchase Intention

International Journal of Economics and Management Studies

© 2021 by SSRG - IJEMS Journal

Volume 8 Issue 10

Year of Publication : 2021

Authors : I Made Dupi Andika, Ni Wayan Ekawati

10.14445/23939125/IJEMS-V8I10P109

How to Cite?

I Made Dupi Andika, Ni Wayan Ekawati, "The Role of Brand Attitude and Risk Perception Mediates the Effect of E-Wom on Purchase Intention," SSRG International Journal of Economics and Management Studies, vol. 8,  no. 10, pp. 57-67, 2021. Crossref, https://doi.org/10.14445/23939125/IJEMS-V8I10P109

Abstract:

E-commerce business competition requires sellers to behave, act quickly and appropriately in the face of competition in a business environment that moves very dynamically and is full of uncertainty to increase consumer buying intentions. The purpose of this study was to examine the role of brand attitude and risk perception in mediating the effect of electronic word of mouth (E-WOM) on people's purchase intention in the Bukalapak marketplace. This research was conducted in Denpasar City, using 90 respondents. Determination of the sample using non-probability sampling with purposive sampling technique. This research uses Structural Equation Modeling (SEM) analysis technique with Partial Least Square (PLS) approach. The results of this study indicate that E-WOM has a positive and significant effect on purchase intention, E-WOM has a positive and significant effect on brand attitude, a brand attitude has a positive and significant effect on purchase intention, E-WOM has a negative and significant effect on risk perception, perception risk has a negative and significant effect on purchase intention, each brand attitude and risk perception are able to partially mediate the effect of E-WOM on purchase intention.

Keywords:

E-WOM, Brand attitude, Risk perception, Purchase intention.

References:

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