E-WOM AND PRICE EFFECTS ON PURCHASE DECISIONS THROUGH BRAND IMAGE AMONG IQIYI USERS IN MADIUN

Wanda Dwi Anugerah

Abstract


This study aims to analyze the effect of electronic word of mouth (e-WOM) and price on purchase decisions for the iQIYI application, both directly and through brand image, among Generation Z in Madiun. This study uses a quantitative associative approach with purposive sampling of 170 respondents collected through an online questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that e-WOM and price have a significant effect on purchase decisions, and price has a significant effect on brand image. However, brand image has no significant effect on purchase decisions, e-WOM has no significant effect on brand image, and brand image does not mediate the effect of either e-WOM or price on purchase decisions. These findings indicate that Generation Z in Madiun decides to subscribe to iQIYI based directly on user reviews and price suitability, without going through brand image formation. The findings are expected to serve as input for iQIYI's management in formulating a more effective digital marketing strategy.

Keywords: Electronic Word of Mouth, Price, Brand Image, Purchase Decision, Generation Z


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References


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