Citation:

Raihana Fadhilah, Indrawati. "Measurement of Variables to Predict Purchase Intention Toward EWOM Through Brand Equity of Whiskas" International Research Journal of Economics and Management Studies, Vol. 3, No. 9, pp. 71-75, 2024.

Abstract:

This exploratory study investigates the impact of EWOM on purchase intention, with brand equity as a mediating factor in Whiskas cat food products sold on Shopee. With the advent of digitalization, which reconfigures consumer behavior, EWOM has become one of the strong tools that help influence purchase decisions through customer reviews, ratings, and feedback. Through the review features and Shopee Video on Shopee's platform, customers get to share experiences aligned with the principles of EWOM. The study will establish how such interactions affect the brand equity of Whiskas and thereby influence consumer purchase intentions. Preliminary findings indicate that while Whiskas has managed to retain its leadership in Indonesian pet food, changes in its brand index invite further investigation into the role of EWOM in maintaining brand loyalty in the face of increased competition. Furthermore, this research also investigates the moderating role of brand equity in the relationship between EWOM and purchase intention. This pilot research contributes to assessing the dynamic effect of digital consumer engagement on brand performance and has important implications for digital marketing strategy.

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Keywords:

EWOM, Brand Equity, Purchase Intention.