The Effect Brand Image and Electronic Word of Mouth on Purchase Intention Toward Onitsuka Tiger
Keywords:
Brand image, e-WOM, Purchase IntentionAbstract
Abstract. The fierce competition in the premium sneaker shoe industry demands brands to build a strong image and utilize electronic word-of-mouth (e-WOM) on social media to increase consumer buying interest. This research uses a descriptive-verificative quantitative approach with purposive sampling techniques on Onitsuka Tiger's Instagram account followers. From 135 respondents, 125 met the criteria and was analyzed using multiple linear regression, t-test, F-test, and determination coefficient. The results show that the brand image and e-WOM each have a positive and significant effect on the purchase intention, both partially and simultaneously, on Onitsuka Tiger products.
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Widya, I. N. (2024). Membangun Kepercayaan: Peran Brand Image Dan Brand Trust Dalam Memediasi Hubungan E-Wom Dan Purchase Intention. Jurnal Manajemen Dan Profesional, 5(3), 482–497. https://doi.org/10.32815/jpro.v5i3.2369
Ahdiat, A. (2025). Selain Kebutuhan Pokok, Gen Z Paling Berminat Belanja Fashion. https://databoks.katadata.co.id/e-commerce/statistik/677668263f18a/selain-kebutuhan-pokok-gen-z-paling-berminat-belanja-fashion
Ferdinand, A. (2002). Pengembangan minat beli merek ekstensi. Semarang: Badan Penerbit Universitas Diponegoro. Badan Penerbit Universitas Diponegoro.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-WOM scale: Word-of-mouth measurement scale for e-services context. In Canadian Journal of Administrative Sciences (Vol. 27, Number 1). https://doi.org/https://doi.org/10.1002/cjas.129
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: building, measuring, and Managing brand equity. New Yourk: Pearson.
Kemp, S. (2025). Digital 2025: Indonesia. 5 November. https://datareportal.com/reports/digital-2025-indonesia
Muhamad, N. (2024). Ini Tempat Warga Indonesia Belanja Produk Fesyen. 19 November. https://databoks.katadata.co.id/e-commerce/statistik/673c123c6c27a/ini-tempat-warga-indonesia-belanja-produk-fesyen
Mutia, A. C. (2023). Deretan Merek Sneakers Paling Disukai Masyarakat Indonesia, Adidas Juaranya! Databoks, (Februari), 3–4. https://databoks.katadata.co.id/produk-konsumen/statistik/3fa772ad0d29fb0/deretan-merek-sneakers-paling-disukai-masyarakat-indonesia-adidas-juaranya?utm
Onitsuka Tiger. (2025).
Tasriastuti, N. A., Harminingtyas, R., & Widowati, M. (2024). The Influence of Price. In Electronic Word of Mouth (EWOM), and Brand Image On Purchasing Decisions In Shopee E-Commerce Platform. J.
Widya, I. N. (2024). Membangun Kepercayaan: Peran Brand Image Dan Brand Trust Dalam Memediasi Hubungan E-Wom Dan Purchase Intention. Jurnal Manajemen Dan Profesional, 5(3), 482–497. https://doi.org/10.32815/jpro.v5i3.2369
Published
2026-08-03
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