The Role of Brand Image Mediating the Effect of e-Wom on Customer Interest in Bank Negara Indonesia Customers

DOI

10.2991/978-94-6463-839-4_116How to use a DOI?

Keywords

Brand image; e-WOM; customer interest; AMOS

Abstract

The purpose of this study is to examine how customer interest is impacted by brand image and electronic word-of-mouth (e-WOM). This study also looks at how brand image functions as a mediating variable between the impact of e-WOM on customer interest. Purposive sampling combined with non-probability sampling is the sampling methodology used in this strategy. The criteria for determining the sample are as follows: respondents are at least 17 years old, at least high school education level, respondents have never used BNI Mobile Banking, respondents who intend to use mobile banking, and live in West Sumatra. This study’s instrument for gathering data is the distribution of questionnaires. The foundation for interpreting the outcomes of structural equation modeling is this sample size (SEM). Out of all the surveys distributed, 250 were sent back for additional analysis. Of the 250 questionnaires that were returned, only 234 were complete and eligible for additional analysis following the verification procedure. No outliers were discovered, hence all of the data from the 234 respondents could be used for additional analysis. The study’s findings indicate that e-WOM significantly and favorably affects brand image. Customer interest is significantly and favorably impacted by e-word-of-mouth. Additionally, this study discovered that consumer interest is positively and significantly impacted by brand image. Additional research indicates that the relationship between e-WOM and customer interest is mediated by brand image.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Muthia Roza Linda
AU  - Thesa Alif Ravelby
AU  - Riza Yonita
AU  - Suhery Suhery
PY  - 2025
DA  - 2025/09/16
TI  - The Role of Brand Image Mediating the Effect of e-Wom on Customer Interest in Bank Negara Indonesia Customers
BT  - Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
PB  - Atlantis Press
SP  - 1452
EP  - 1465
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-839-4_116
DO  - 10.2991/978-94-6463-839-4_116
ID  - Linda2025
ER  -