The Effect of Online Food Delivery Services and the Use of Quick Response Code Indonesian Standard (QRIS) on the Income of Culinary MSMEs in Blok S Food Court

Abstract

The purpose of this research is to determine the influence of electronic word of mouth on interest in buying iPhone smartphones through brand image as a mediating variable in the people of DKI Jakarta. These three variables are tested to draw conclusions. This research uses a quantitative approach using SEM (Structural Equation Model). Primary data was collected through a questionnaire with a Likert scale reflecting six points from strongly agree to strongly disagree. The sample for this research consisted of people in DKI Jakarta who know about iPhone products and have accessed the internet to see reviews about iPhones and were aged between 18 and 55 years. Purposive sampling method was employed to test each variable, resulting in a total of 225 respondents. The results of this research show that electronic word of mouth has a positive and significant effect on brand image. Then electronic word of mouth and brand image positively and significantly influence purchase intention. Lastly, electronic word of mouth has a positive and significant influence on purchase intention, both directly and indirectly, through brand image as partial mediation