The Influence of eWOM and Brand Image on Brand Trust and Purchase Intention of Mixue Ice Cream & Tea Consumers in the Special Region of Yogyakarta
Raihanah Marziqah,
Albari Albari
Abstract:This research aims to explain the influence of electronic word of mouth (eWOM), brand image, brand trust, and consumer purchase intention on Mixue ice cream and tea. The respondents of this study were 190 individuals from the Yogyakarta Special Region, aged between 15 and 50 years old. Convenience sampling technique was used for sample selection, and the structural equation modeling (SEM) analysis technique was employed to test the model and hypotheses. The testing was conducted using Smart PLS Version 3.2.9 s… Show more
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