PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP PURCHASE INTENTION DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA SMARTCWATCH HUAWEI (Studi Pada Konsumen Smartwatch Huawei)

The advancement of wearable technology has intensified competition among smartwatch manufacturers in stimulating consumers’ purchase intention. One of the important factors influencing purchase intention is electronic word of mouth (e-WOM), along with brand image. This study aims to analyze the effect of e-WOM on purchase intention with brand image as a mediating variable for Huawei smartwatch products. This research employed a quantitative approach using accidental sampling technique with 130 consumers of Huawei smartwatches as respondents. The study was conducted in Malang City, with data collected through an online questionnaire distributed without geographical restrictions. Data were analyzed using Structural Equation Modeling based on Partial Least Square (SEM-PLS). The results indicate that e-WOM has a positive and significant effect on purchase intention and brand image. Furthermore, brand image also has a positive and significant effect on purchase intention. The findings also reveal that brand image acts as a mediating variable in the relationship between e-WOM and purchase intention. These results suggest that effective management of e-WOM can strengthen brand image and enhance consumers’ purchase intention toward Huawei smartwatches.