Electronic Word of Mouth, Perceived Price, and Brand Image Increasing Purchase Intention in RedDoorz Indonesia Through Perceived Service Quality as Intervening Variable

To analyze the direct and indirect effects of electronic word of mouth, perceived price, brand image, perceived service quality, and purchase intention variables. The research was conducted on users of the RedDoorz Application in Indonesia. Collecting data with instruments that have been tested for validity and reliability, by a questionnaire distributed via google form using accidental sampling technique. A total of 330 samples were collected, the data was processed by SEM using SmartPLS 3.2.9. There is a significant positive effect of Electronic Word of Mouth, Perceived Price, Brand Image on Perceived Service Quality, and Purchase Intention. The variable that has the most direct influence on Purchase Intention is Perceived Price, and the indirect influence through perceived service quality is Brand Image.