THE ROLE OF BRAND IMAGE MEDIATES THE EFFECT OF E-WOM ON PURCHASE INTENTION

ABSTRACT: This research was conducted on prospective consumers of Kopi Janji Jiwa in Denpasar City. Thenumber of samples in this study were 130 respondents. The sampling technique was purposive sampling. Datacollection was obtained from the results of distributing questionnaires online. Data analysis in this study usedpath analysis and Sobel test. The results of this study indicate that e-WOM has a positive and significant effecton Purchase Intention, e-WOM has a positive and significant effect on Brand Image, Brand Image has a positiveand significant effect on Purchase Intention and Brand Image has a positive and significant effect as a mediationbetween e-WOM on Purchase Intention. The Coffee Janji Jiwa company is advised to carry out promotions bothon social media online, Instagram, Facebook, Twitter and other online platforms in terms of its products, so thatpotential consumers have the desire to buy the Kopi Janji Jiwa product, the Janji Jiwa Coffee Company isadvised to increase the e-WOM it implies. by providing information about the variety of Kopi Janji Jiwaproducts on the Kopi Janji Jiwa social media and enhancing the Brand Image that is implied by using robustacoffee beans originating from Sumatra as a characteristic of Janji Jiwa Coffee products.

Keywords: Brand Image, e-WOM, Purchase Intention