Tactics on Corroborate Customer Intention by the Involvement of Influencer and E-WOM: A Case Study of Samsung Smartphone
DOI:
https://doi.org/10.9744/petraijbs.8.1.32-42Keywords:
influencer, electronic word of mouth, brand awareness, purchase intention, smartphone, SamsungAbstract
This study aims to analyze how influencers and e-WOM affect the purchase intention of Samsung smartphones in Denpasar, with brand awareness serving as a mediator. Data collection involved selecting 100 respondents who were interested in or already owned Samsung smartphones through purposive sampling. SmartPLS 4 was used to analyze the direct and indirect relationships between the variables. Research shows that brand awareness plays a role in connecting influencers, E-WOM, and purchase intention. This suggests that a higher level of brand awareness enhances consumers' willingness to purchase, supported by positive influencer engagement and e-WOM content. The findings highlight the significance of influencers and e-WOM in marketing plans, improving brand awareness and ultimately increasing purchase intent. This marketing strategy, driven by social factors, can help Samsung stay competitive in the domestic market.
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