The Impact of Electronic Word of Mouth on Purchase Intention in Xiaomi Smartphones on Instagram; With Brand Image as Mediation (Case Study on Instagram Users in Jakarta)

This study analyzes the impact of electronic Word of Mouth and brand image as mediating variables on the purchase intention of Xiaomi smartphones in the capital city of Indonesia, Jakarta. The research data was obtained by distributing questionnaires to 100 respondents who were active consumers of Xiaomi and Instagram smartphones at Capital City Jakarta. The data analysis method used is Structural Equation Modeling (SEM) with the PLS-SEM technique. The results showed that electronic Word of Mouth had a positive and significant effect on Xiaomi’s brand image, electronic Word of Mouth had a positive and significant impact on purchase intention interest in Xiaomi smartphones. Brand image has a positive and significant effect on purchase intention in Xiaomi consumers. Brand image mediates a positive and significant relationship between electronic Word of Mouth and consumer purchase intention in Xiaomi smartphones