Electronic Theses and Dissertation

ABSTRAK

Perkembangan era digital telah mendorong perubahan signifikan dalam perilaku
konsumen, terutama dalam proses pengambilan keputusan pembelian. Salah satu
faktor yang berperan penting dalam membentuk persepsi dan niat beli konsumen
adalah Electronic Word of Mouth (e-WOM) serta strategi promosi seperti Discount
Framing. Dalam konteks ini, citra merek (Brand Image) menjadi elemen yang
mampu memperkuat hubungan antara faktor-faktor tersebut dengan Purchase
Intention. Penelitian ini menganalisis pengaruh e-WOM dan Discount Framing
terhadap Purchase Intention dengan Brand Image sebagai variabel mediasi pada
konsumen produk Somethinc di Kota Banda Aceh. Pendekatan yang digunakan
adalah kuantitatif melalui penyebaran kuesioner kepada 170 responden. Data
dianalisis menggunakan metode Partial Least Square–Structural Equation
Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan
bahwa e-WOM dan Discount Framing berpengaruh positif dan signifikan terhadap
Brand Image dan Purchase Intention. Selain itu, Brand Image memediasi secara
signifikan pengaruh e-WOM dan Discount Framing terhadap Purchase Intention.
Temuan ini menegaskan bahwa semakin positif ulasan konsumen dan semakin
menarik penyajian diskon, semakin kuat citra merek serta meningkatnya niat beli
konsumen terhadap produk Somethinc.

Kata kunci: e-WOM, Discount Framing, Brand Image, Purchase Intention.

ABSTRACT The development of the digital era has brought significant changes to consumer behavior, particularly in the decision-making process. One of the key factors shaping consumer perception and purchase intention is Electronic Word of Mouth (e-WOM), along with promotional strategies such as Discount Framing. In this context, Brand Image serves as an element that strengthens the relationship between these factors and Purchase Intention. This study analyzes the influence of e-WOM and Discount Framing on Purchase Intention with Brand Image as a mediating variable among consumers of Somethinc products in Banda Aceh. A quantitative approach was employed by distributing questionnaires to 170 respondents. Data were analyzed using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4. The results indicate that e-WOM and Discount Framing have a positive and significant effect on both Brand Image and Purchase Intention. Moreover, Brand Image significantly mediates the influence of e-WOM and Discount Framing on Purchase Intention. These findings emphasize that the more positive consumer reviews and the more appealing the discount presentation, the stronger the brand image and the higher the consumer purchase intention toward Somethinc products. Keyword : e-WOM, Discount Framing, Brand Image, Purchase Intention.