The influence of electronict word of mouth, brand attitude and brand image and impact on purchase intention. Xiaomi smartphone product”

Aims of This Study Find Out enlarge Influence EWOM On Brand Attitude And Brand Image And Its Impact On Purchase Intention On Xiaomi Products. The Type Of This Research Is Descriptive And Causal Research. Sampling Technique In This Research Is Purposive Sampling. The Number Of Samples In This Study As Many As 230 People. Instrument Of This Research Use Questioner. This Research Uses Statistical SAM Analysis Tools. The Results Showed That EWOM Positively Influence The Brand Attitude. EWOM Has A Strong And Positive Relationship To The Brand Image. Brand Attitude Is Very Influential On Purchse Intention. Brand Attitude Has A Close Relationship To Purchase Intention While The Brand Image Variable Does Not Have A Positive Effect On Purchase Intention. For EWOM Variables Have A Positive Effect On Purchase Intention. Suggestions For Xiomi Are To Maintain And Improve The Product Image On The Quality And Safety Parts Used For All Xiaomi Products. In Addition, This Research Is Only Focused On Xiaomi Smartphone Products Suggested For Further Research Can Be Researched With Other Smartphone Products Or Other Industries.