Effect of Strategic Change, E-WOM, and Brand Image on Purchase Intention
Keywords:
e-wom, brand image, purchase intention, huawei, mix methodAbstract
Abstract. This study examined the influence of Electronic Word of Mouth (E-WOM) and Brand Image on Purchase Intention toward Huawei MatePad Pro products in Indonesia, and examined how Huawei's shift from Google Mobile Services (GMS) to Huawei Mobile Services (HMS) related to consumer perception. A mixed methods design combined a quantitative survey with a qualitative literature review of the GMS-to-HMS transition. Data were collected from 100 respondents selected through purposive sampling using a Likert-scale questionnaire and were analyzed with validity and reliability tests, classic assumption tests, multiple linear regression, correlation analysis, the coefficient of determination, and t- and F-tests. The results showed that E-WOM had a strong, positive, and significant effect on Purchase Intention (r = 0.714; partial R² = 50.9%), and Brand Image also had a strong, positive, and significant effect (r = 0.655; partial R² = 42.9%). Simultaneously, E-WOM and Brand Image explained 57.8% of the variation in Purchase Intention. Most respondents accepted Huawei's shift to the HMS ecosystem and still considered purchasing Huawei products. These findings indicated that strengthening digital reviews and brand perception, together with continued adaptation of the HMS ecosystem, could support Purchase Intention for Huawei's premium tablet products in the Indonesian market.
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