The Role of Brand Attitude Mediates the Effect of Electronic Word of Mouth on Purchase Intention at Sekopi Coffee Shop In Denpasar City

ABSTRACT : Purchase intention is consumer‟s desire to buy a product. The number of coffee shops that steadily increasing due to the abundance of coffee beans and the high level of national coffee consumption has created an intense competition, in order to survive in this competition, a company needs to increase consumer purchase intention. This study aims to determine the role of brand atti tude mediates the indirect effect of electronic word of mouth (EWOM) on purchase intention of Sekopi Coffee Shop consumers in Denpasar City. This study using non probability sampling and purposivesampling technique as sampling method. Primary data used in this study was collected using google form as an instrument which was distributed to research respondents. 100 respondents who
participated in this research were consumers who have never made purchases at Sekopi Coffee Shop. The analysis technique used was Structural Equation Model(SEM) based on Partial Least Square(PLS) using Smart PLS 3.0 program. This study found that electronic word of mouth (EWOM) has positive and significant effect on purchase intention. Electronic word of mouth (EWOM) has positive and significant effect on brand attitude. Brand attitude has positive and significant effect on purchase intention. Brand attitude significantly mediates the effect of electronic word of mouth (EWOM) on purchase intention.
KEYWORDS : electronic word of mouth, brand attitude, purchaseintention