Original research

THE INFLUENCE OF ELECTRONIC WORD OF MOUTH (E-WOM) AND DISCOUNT FRAMING ON PURCHASE INTENTION AVOSKIN PRODUCTS WITH BRAND IMAGE AS A MEDIATION VARIABLE

Pages 33-40

10.61552/JIBI.2025.01.004

Sudaryanto Sudaryanto, Handriyono Handriyono, Sellynda Ariantiwi

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Abstract: This study aims to analyze the effect of Electronic Word of Mouth (E-WoM) and discount framing on buying interest in Avoskin products with brand image as a mediating variable. The data source in this study is primary data. The sampling technique used was purposive sampling with the number of samples tested amounting to 315 respondents. Data collection techniques through distributing questionnaires. This study uses the SEM-PLS analysis method with the SmartPLS 4.0 data processing tool. The results showed that: 1) E-WoM affects the brand image of Avoskin products; 2) Discount framing affects the brand image of Avoskin products; 3) Brand image affects the purchase intention of Avoskin products; 4) E-WoM affects the purchase intention of Avoskin products; 5) Discount framing affects the purchase intention of Avoskin products; 6) E-WoM affects the purchase intention of Avoskin products mediated by brand image; and 7) Discount framing affects the purchase intention of Avoskin products mediated by brand image.

Keywords: Electronic Word of Mouth, discount framing, brand image, purchase intention.

Recieved: 02.02.2024. Revised: 10.04.2024. Accepted: 30.05.2024.