Main Article Content


This study aims to explain the influence of eWOM and price on brand image and purchase intention of Somethinc products in e-commerce. The research method used in this study is a quantitative approach through online questionnaire distribution, obtaining 220 respondents. The number of respondents was obtained using convenience sampling techniques based on specific criteria. The data analysis was conducted using PLS-SEM. The results of this study indicate that eWOM and price variables have a positive and significant influence on brand image, and the variables eWOM, price, and brand image also have a positive and significant influence on purchase intention. This research can contribute to the literature on purchase intention by considering the variables of eWOM, price, and brand image. For companies, the findings can be taken into consideration to strengthen relationships with consumers through e-commerce.


Electronic Word of Mouth (eWOM) Price Brand Image Purchase Intention E-commerce

Article Details


  1. Aisah, I. N., & Wahyono. (2018). The Influence of Store Atmosphere, Product Knowledge and Brand Image Toward Purchase Decision Through Word of Mouth. Management Analysis Journal, 7(2), 189-200. doi 10.15294/maj.v7i2.23858
  2. Alrwashdeh, M., Emeagwali, O., & Aljuhmani, H. (2019). The Effect of Electronic Word Of Mouth Communication on Purchase Intention and Brand Image: An Applicant Smartphone Brands In North Cyprus. Management Science Letters, 9(4), 505-518, doi.10.5267/j.msl.2019.1.011.
  3. Arif, M. E. (2019). The Influence of Electronic Word of Mouth (eWOM), Brand Image and Price on Re-Purchase Intention of Airline Customers. Jurnal Aplikasi Manajemen, 17(2)., 345-356.
  4. Elseidi, & El-Baz, D. (2016). Electronic Word of Mouth Effects on Consumers’ Brand Attitudes, Brand Image and Purchase Intention: An Empirical Study in Egypt. The Business and Management Review, 7(5), 514–522.
  5. Ghozali, I (2017). Model Persamaan Struktural Konsep dan Aplikasi Program AMOS 24 (7thed.). Semarang: Badan Penerbit Universitas Diponegoro
  6. Hair, J. F. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Second Edition. Los Angeles: Sage.
  7. Hermiyenti, S., & Wardi, Y. (2019). A Literature Review on the Influence of Promotion, Price and Brand Image to Purchase Decision. Advances in Economics, Business and Management Research, 8538-545.
  8. Imbayani, I. G. A., & Gama, A. W. S. (2018). The Influence of Electronic Word of Mouth (E-Wom), Brand Image, Product Knowledge on Purchase Intention. Jurnal Ekonomi dan Bisnis Jagaditha, 5(2), 145-153.
  9. Janah, N. R., & Suswardji, E. (2021). Pengaruh Citra Merek dan Electronic Word of mouth terhadap minat beli produk kecantikan wardah. COSTING: Journal of Economic, Business and Accounting, 4(2), 690-697.
  10. Kala, D., & Chaubey, D.S. (2018). The Effect of EWOM Communication on Brand Image and Purchase Intention Towards Lifestyle Products in India. International Journal of Services, Economics and Management, 9(2), 143-157.
  11. Kudeshia, C., & Kumar, A. (2017). Social EWOM: Does It Affect The Brand Attitude and Purchase Intention of Brands? Management Research Review, 40(3), 310-330,
  12. Maulana, R. R., & Mulyanto, H. (2018). Kualitas Produk, Citra Merek Dan Minat Beli Konsumen Keripik Singkong. Jurnal Manajemen Kewirausahaan, 15(1), 109.
  13. Prilano, K., Sudarso, A., & Fajrillah, F. (2020). Pengaruh Harga, Keamanan Dan Promosi Terhadap Keputusan Pembelian Toko Online Lazada. Journal Of Business and Economics Research (JBE), 1(1), 1-10.
  14. Rokhmawati, H.N., Kuncorowati, H., & Supardin, L. (2022). Pengaruh Harga, Iklan Dan Citra Merek Terhadap Minat Beli Honda Scoopy di Yogyakarta. Jurnal Ilmiah Hospitality, 11(1), 515-526.
  15. Sudaryanto, Ari, N.S., Awaliyah, I.N., Wulandari, D., & Hanim, A. (2019). Influence Of Brand Image, Price And Promotion On Consumer’s Buying Decision Of Fast Moving Consumer’s Goods With Culture As A Moderating Variable In Basmallah Retail Store In Indonesia. International Journal of Scientific and Technology Research, 8(3), 85-92.
  16. Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta.
  17. Susanti, S. A., Sawaki, I. A., Octora, Y., & Primadi, A. (2020). The Influence of Brand Awareness, Brand Image on E-WOM Mediated by Brand Trust in the Airasia Refund Process During Covid-19 Pandemic in Jakarta 2020. Advances in Transportation and Logistics Research, 3, 458–466.
  18. Suwarni, E., Suharyono, S., & Kumadji, S. (2017). Pengaruh Iklan Di Televisi, Kualitas Produk Dan Harga Terhadap Citra Merek Serta Implikasinya Pada Minat Pembelian (Survei Pada Calon Konsumen Susu Sgm Di Kota Malang). Profit: Jurnal Administrasi Bisnis, 11(1), 24-32.
  19. Yohana, N. K. Y., Dewi, K. A. P., & Giantari, I. G. A. K., (2020). The Role of Brand Image Mediates the Effect of Electronic Word of Mouth (E-WOM) on Purchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 4(1), 215-220.