THE EFFECT OF SOURCE CREDIBLE ONLINE REVIEWS ONPURCHASE INTENTION THE MEDIATING ROLES OF BRAND AWARENESS

Herna Rizaldi, Suliyanto Suliyanto, Lusi Suwandari

Abstract


Abstract:The purpose of this study is to propose a research framework that can be used to investigate the impact of source credible online review on consumer purchase intentions.Conceptual research is compiled based on theoretical perspectives and marketing literature adapted to the conditions of the current marketing world which leads to digital to present a number of propositions. This study uses three variables including source credible online reviews as independent variables, purchase intention as the dependent variable, and brand awareness as a mediating variable. This paper is useful for the development of research models and provides opportunities for future research to make empirical contributions.

 

Keywords:online reviews, purchase intention, brand awareness, social media, source credible


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