The Role of Brand Image Mediates the Effect of Electronic Word of Mouth on NMAX Purchase Intention in Tabanan City

ABSTRACT: Transportation is a useful tool to move goods or people in a certain quantity, to a certain place.One of the most widely used means of transportation for Indonesians is private transportation, which ismotorcycle. PT Yamaha Indonesia Motor Manufacturing launches the latest 155 cc NMAX scooter product in2018 Based on the release of Yamaha, many NMAX scooters have sophisticated and new features. The purposeof this study was to determine the effect of eWOM on purchase intentions on Yamaha NMAX products in theCity of Tabanan, to determine the effect of eWOM to brand image on Yamaha NMAX products in Tabanan City,to find out the influence of brand image on purchase intentions on Yamaha NMAX products in Tabanan Cityand to find out the role of brand image in mediating the effect of eWOM on purchase intention on YamahaNMAX products in Tabanan City. The population in this study is the internet user community who do not yethave and intend to buy NMAX in Tabanan City. The sample used was 110 people. The analysis technique used ispath analysis. The analysis shows that eWOM has a positive and significant effect on brand image. Brand imagehas a positive and significant effect on purchase intention. eWOM has a positive and significant effect onpurchase intentions. Brand image is able to mediate the influence of eWOM on purchase intentions.

Keywords: Brand Image, eWom, Purchase Intention