Review-The Effect of Electronic Word of Mouth and Sales Promotion on Brand Switching with Brand Image as an Intervening Variable at Erha Beauty Clinic in Samarinda

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DC Field	Value	Language
dc.contributor.author	Indriastuti, Herning	-
dc.date.accessioned	2021-04-21T15:56:33Z	-
dc.date.available	2021-04-21T15:56:33Z	-
dc.date.issued	2021-04-02	-
dc.identifier.issn	2415 6671	-
dc.identifier.uri	http://repository.unmul.ac.id/handle/123456789/6055	-
dc.description.abstract	The purpose of this study was to determine the effect of electronic word of mouth and sales promotion on brand switching with brand image as an intervening variable at the ERHA Beauty Clinic in Samarinda City. The study was conducted using 115 respondents. The analysis tool used is SmartPLS 3. Data analysis is carried out by assessing the outer model or measurement model and assessing the inner model or structural model. The results showed that electronic word of mouth and sales promotion partially had a significant positive effect on brand switching, and electronic word of mouth and sales promotion had a significant positive effect on brand switching through the brand image variable as an intervening variable.	en_US
dc.language.iso	en	en_US
dc.publisher	Scholars Middle East Publishers	en_US
dc.subject	Electronic Word of Mouth, Sales Promotion, Brand Switching, Brand Image.	en_US
dc.title	Review-The Effect of Electronic Word of Mouth and Sales Promotion on Brand Switching with Brand Image as an Intervening Variable at Erha Beauty Clinic in Samarinda	en_US
dc.type	Article	en_US
Appears in Collections:	A - Economics and Business

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