Impact of Brand Engagement and eWOM on Consumer Purchase Intention: The Moderating Role of Income
DOI:
https://doi.org/10.21009/ISC-BEAM.013.136Keywords:
SEM-PLS, University Student, moderating role of inccome, brand engagement, Electronic Word of Mouth (eWOM), purchase intentionAbstract
Most previous studies have placed brand engagement and eWOM as mediating variables or moderation variables, while other existing studies that have placed brand engagement and eWOM as independent variables have no revenue as moderation variables. This study aims to investigate the influence of brand engagement and electronic word of mouth (eWOM) on purchase intent, with revenue as a very important moderation variable in the digital era. Brand engagement and eWOM have an important role in influencing purchasing decisions, especially among students of the Faculty of Economics, University of Jakarta who are active users of social media. This study uses a quantitative method through an online survey that is taken randomly (random sampling) from the student population to collect the necessary data. An online survey conducted to look for the relationship between brand engagement, eWOM, and purchase intent, to see whether income serves as a moderation factor affecting relationships
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