Variable eWOM have a significant effect on Purchase Intention on the respondent data OPPO mobile users by 2016. This is indicated by the coefficient of determination variables eWOM by 55.2% with a significance level of 0.0000 (sig <0.05). The implication of this study is that eWOM (electronic word of mouth) may also increase the purchasing intention to OPPO mobile phone products.

1. EFFECT OF ELECTRONIC WORD OF MOUTH (eWOM)
ON SOCIAL MEDIA (FACEBOOK FANPAGE)WITH
INTERMEDIATION FACTOR BRAND IMAGE TO
PURCHASE INTENTION OPPO PRODUCTS
Vany Hilman Ghifary
1.413.KC11

2. Abstract
Forming purchase intention of consumers is very important for marketers. In this
digital era marketers utilize various ways in shaping consumer purchase intention
of them, one way that is in use is through social media facebook fanpage. This
study aims to determine the effect of Electronic Word of Mouth (EWOM) in
social media (Facebook fanpage) by a factor of intermediation brand image of
purchase intention OPPO products. The method used is descriptive method with a
sample of 150 respondents were selected using purposive sampling and simple
random sampling. Data collection methods used are literature studies and
questionnaires were processed and analyzed using SPSS software V21

3. Research Background
Basrah Saidani (2013) in the research journal Science Management Indonesia with the title Effect of
advertising and product attributes to purchase intention Samsung smartphone Galaxy series.
Ads and product attributes have a positive and significant impact on buying interest. In that study
advertising significantly influence consumer buying decisions Samsung Galaxy series.
The development of technology is forcing companies to make marketing strategy according to the market.
Pra Survei
21%
15%
0%
11%
0%
0%
3%
3%
0%
Recommendation
Social Media
Website
TV Ads
Newspaper
Magazine
Billboard / Banner / Brochure
Previous already has a product Oppo
Others
Jabodetabek

4. Research Tittle
1. How the influence eWOM (Electronic Word of Mouth)
moderated by Brand Image on Purchase Intention?
2. How the effect of Brand Image on Purchase Intention?
Research Question
EFFECT OF ELECTRONIC WORD OF MOUTH (eWOM) ON SOCIAL MEDIA
(FACEBOOK FANPAGE)WITH INTERMEDIATION FACTOR BRAND IMAGE
TO PURCHASE INTENTION OPPO PRODUCTS

5. Electronic Word of Mouth is an viral
marketing, which is a marketing
technique used to spread a marketing
message on a website or user-user to a
website or other users, which can create
exponential growth potential like a virus.
Brand image is as a set of beliefs, ideas,
and impressions of a person to a brand,
Kotler (2012). Because of the attitude
and actions of consumers towards a
brand is determined by the brand image,
Kotler also added that the brand image is
a requirement of a strong brand.
Konseptual
Mowen (1987) says that the Purchase
Itention is a determinant of the buyer to
perform an action such as buying a
product or service. Agree with the above
statement, Dodds, Monroe, and Grewal
(1991) defines Purchase Itention as the
possibility that an interested consumer
to buy a product.

6. H1 : Electronic word of mouth (eWOM) effect
to purchase intention.
H2 : Electronic word of mouth (eWOM) effect
to brand image.
H3 : Brand image effect to purchase intention.
Hypotesis

7. Population & Sample
The population is not just the number that
exist on the object / subject studied, but
covers all the characteristics / properties
owned by the subject or the object under
study it (Sugiyono, 2012: 61).

8. Model Summary

9. Managerial Implication
1. From the result create an interaction content, will be good for company. It will be create an
good engagement to maintain a good relationship with customers and potential customers. it
will have a positive value for OPPO brand image in the minds of the public. This Perlayanan
enter into perlayanan aftersales given by the company to the consumer in order to establish a
good engagement.
2. A good management in EWOM will give a positive impact for the company. Because EWOM
have a significant effect on purchase intention, but it also eWOM are logical, persuasive and
based on facts about the products it will gave a positive impact on purchase intention. (Park
Chang and Ngai et.al in 2011). With good EWOM, it will build a good brand image to grow the
audience and costumer.

10. Conclusion
1. Variable eWOM have a significant effect on Purchase Intention on the respondent data OPPO
mobile users by 2016. This is indicated by the coefficient of determination variables eWOM by
55.2% with a significance level of 0.0000 (sig <0.05). The implication of this study is that
eWOM (electronic word of mouth) may also increase the purchasing intention to OPPO mobile
phone products.
2. Brand Image able to moderate variable eWOM to Purchase Intention on the respondent data
OPPO mobile phone users in 2016. This is shown by the coefficient of determination that the
rise in the numbers originally by 55.2% to 75.9% with a significance level of 0.0000 (sig <
0:05). ). The implication of this research is that it can contribute to improving the brand image of
the significance eWOM the buying inter purchasing intention oto OPPO mobile phone products.

11. Thanks