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ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH INSTAGRAM TERHADAP BRAND IMAGE DAN PURCHASE INTENTION STUDI PADA LABACO BARBERSHOP DAN CAFE KENDARI

Jurnal Manajemen, Bisnis dan Organisasi (JUMBO) · Vol. 3 No. 3 (2019) · pp. 221–233

DOI
10.33772/jumbo.v3i3.11915
ISSN
2502-4175
Published
2019-12-19
Publisher
Pascasarjana Universitas Halu Oleo
Language
eng

Abstract

This study aims to determine the effect of electronic word of mouth (eWOM) instagram toward brand image, the effect of e-WOM instagram toward purchase intention, the effect of brand image toward purchase intention, and the effect of brand image as intervening variable among eWOM toward purchase intention. The research uses simple random sampling technique. There are 100 respondents who have instagram account taken as samples as they are friends of Labaco Barbershop and Café on instagram. The technique of data analysis uses SEM (Structural Equation Modeling) analysis. The result of the study showed that eWOM instagram has an effect on brand image, eWOM instagram has an effect on purchase intention, brand image has an effect on purchase intention, and brand image has a role as the intervening variable among eWOM instagram toward purchase intention at Labaco Barbershop and Café in Kendari Municipality.

Keywords

Collaboration network of the authors

40 authors · 210 co-authorship links · 6 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Institut Agama Islam Negeri Kendari
  • Universitas Muhammadiyah Kendari
  • Universitas Islam Negeri Ar-Raniry
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Siti Nurjanah AhmadUniversitas Halu Oleo7
La WelendoAffiliation unknown7
Hartini HartiniAffiliation unknown6
Patwayati PatwayatiAffiliation unknown6
Nursaban RommyAffiliation unknown4
Fitriah FitriahUniversitas Islam Negeri Ar-Raniry4
Wayan MustikaAffiliation unknown4
Endro SukotjoAffiliation unknown4
Yusuf YusufUniversitas Muhammadiyah Kendari4
Rahmat MadjidAffiliation unknown4
Hastuti HastutiAffiliation unknown3
Ahmad Syarif SukriUniversitas Halu Oleo3
Makkulau MakkulauAffiliation unknown3
Alida PalilatiAffiliation unknown3
Wahyuniati HamidAffiliation unknown3
Nurwati NurwatiAffiliation unknown3
Andi Tenri AmpaInstitut Agama Islam Negeri Kendari2
Nofal NurAffiliation unknown2
Aidin Hudani AwasinombuAffiliation unknown2
Muh. TaufikAffiliation unknown2
Isalman IsalmanAffiliation unknown2
Eliyanti Agus MokodompitAffiliation unknown2
Muh Thahir AzikinAffiliation unknown2
sulha sulhaAffiliation unknown2
Joko RaharjoAffiliation unknown2
Try Sugiyarto SoeparyantoUniversitas Halu Oleo2
Mappa NashrunAffiliation unknown2
Anafi MinmahddunUniversitas Halu Oleo2
Ridwan Syah NuhunUniversitas Halu Oleo2
Baso MursidiAffiliation unknown2
Adris A. PutraAffiliation unknown2
RIdwansyah NuhunAffiliation unknown2
Sriwiyati MahraniAffiliation unknown2
Sinarwaty SinarwatyAffiliation unknown2
Samdin SamdinAffiliation unknown2
Hayat YusufAffiliation unknown2
Riski Amalia MadiAffiliation unknown2

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ojs.uho.ac.id/index.php/JUMBO/oai, first harvested 31 Okt 2026, last seen 31 Okt 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">ANALISIS PENGARUH ELECTRONIC WORD OF MOUTH INSTAGRAM TERHADAP BRAND IMAGE DAN PURCHASE INTENTION STUDI PADA LABACO BARBERSHOP DAN CAFE KENDARI</dc:title>
	<dc:creator>Daswan, Lestari</dc:creator>
	<dc:creator>Juharsah, Juharsah</dc:creator>
	<dc:creator>Nasrul, Nasrul</dc:creator>
	<dc:subject xml:lang="en-US">eWOM, Brand Image, Purchase Intention</dc:subject>
	<dc:description xml:lang="en-US">This study aims to determine the effect of electronic word of mouth (eWOM) instagram toward brand image, the effect of e-WOM instagram toward purchase intention, the effect of brand image toward purchase intention, and the effect of brand image as intervening variable among eWOM toward purchase intention. The research uses simple random sampling technique. There are 100 respondents who have instagram account taken as samples as they are friends of Labaco Barbershop and Café on instagram. The technique of data analysis uses SEM (Structural Equation Modeling) analysis. The result of the study showed that eWOM instagram has an effect on brand image, eWOM instagram has an effect on purchase intention, brand image has an effect on purchase intention, and brand image has a role as the intervening variable among eWOM instagram toward purchase intention at Labaco Barbershop and Café in Kendari Municipality.</dc:description>
	<dc:publisher xml:lang="en-US">Pascasarjana Universitas Halu Oleo</dc:publisher>
	<dc:contributor xml:lang="en-US"></dc:contributor>
	<dc:date>2019-12-19</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ojs.uho.ac.id/index.php/JUMBO/article/view/11915</dc:identifier>
	<dc:identifier>10.33772/jumbo.v3i3.11915</dc:identifier>
	<dc:source xml:lang="en-US">Jurnal Manajemen, Bisnis dan Organisasi (JUMBO); Vol 3, No 3 (2019): Jurnal Jumbo Vol 3 No 3; 221-233</dc:source>
	<dc:source>2502-4175</dc:source>
	<dc:source>10.33772/jumbo.v3i3</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ojs.uho.ac.id/index.php/JUMBO/article/view/11915/pdf</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2020 Jurnal Manajemen, Bisnis dan Organisasi (JUMBO)</dc:rights>
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