E-Jurnal Manajemen, Vol. 8, No. 11, 2019 : 6638-6657 ISSN : 2302-8912 DOI: https://doi.org/10.24843/EJMUNUD.2019.v08.i11.p13 6638 PERAN BRAND IMAGE MEMEDIASI PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP NIAT BELI Bernartdictus Fandinata Candra 1 Gede Suparna 2 1 Fakultas Ekonomi dan Bisnis Universitas Udayana (Unud), Bali, Indonesia email: natafandi@gmail.com ABSTRAK Transportasi telah menjadi bagian penting bagi kehidupan masyarakat saat ini. Salah satu produsen sepeda motor yang memiliki brand image yang kuat adalah Yamaha. Yamaha Lexi merupakan produk baru yang sering mendapat review dari masyarakat baik di media sosial maupun internet, review tersebut tentunya dapat mempengaruhi niat beli konsumen yang akan membeli sepeda motor Yamaha Lexi. Tujuan dari penelitian ini adalah untuk menjelaskan hubungan electronic word of mouth dengan brand image, electronic word of mouth dengan niat beli, brand image dengan niat beli, serta peran brand image dalam memediasi hubungan electronic word of mouth dengan niat beli. Ukuran sampel yang diambil sebanyak 108 responden dengan metode purposive sampling. Pengumpulan data dilakukan dengan menyebarkan kuisioner. Teknik analisis data yang digunakan adalah analisis jalur (path analysis) serta uji sobel. Hasil penelitian menemukan bahwa electronic word of mouth berpengaruh positif dan signifikan terhadap brand image. Penelitian ini juga menemukan bahwa variabel electronic word of mouth dan brand image berpengaruh positif dan signifikan terhadap niat beli, selain itu brand image secara signifikan memediasi hubungan electronic word of mouth dengan niat beli. Kata Kunci : electronic word of mouth; brand image; niat beli ABSTRACT Transportation has become an important part of people's lives today. One motorcycle manufacturer that has a strong brand image is Yamaha. Yamaha Lexi is a new product that often gets reviews from the public both on social media and the internet, the review certainly can affect the purchase intention of consumers who will buy a Yamaha Lexi motorcycle. The purpose of this study is to explain the relationship of electronic word of mouth with brand image, electronic word of mouth with purchase intention, brand image with purchase intention, and the role of brand image in mediating the relationship of electronic word of mouth with purchase intention. The sample size taken was 108 respondents with a purposive sampling method. Data collection is done by distributing questionnaires. The data analysis technique used is path analysis (path analysis) and sobel test. The results of the study found that electronic word of mouth had a positive and significant effect on the brand image. This study also found that electronic variable word of mouth and brand image had a positive and significant effect on purchase intention, besides that brand image significantly mediated the relationship of electronic word of mouth with purchase intention. Keywords: electronic word of mouth; brand image; purchase intention