The Role of Brand Image in Mediating the Effect of Electronic Word of Mouth on Brand Attitude of Shopee Fashion E-Commerce in Denpasar

The aim of this study was to explain how electronic word of mouth affect brand attitude through mediating role of brand image on Shopee fashion e-commerce in Denpasar. A survey-based questionnaire was conducted with 100 respondents using purposive sampling method. Path analysis and Sobel test was applied to analyzed the data collected. The result established that electronic word of mouth influence brand image positive and significantly, each electronic word of mouth and brand image have positive and significant effect on brand attitude and there significant role of brand image in strengthen the influence of electronic word of mouth on brand attitude. It is importance for e-commerce to provide electronic word of mouth section in their website and encourage consumer to give their reviews in order to enhance consumer trust in online shopping so it will affect brand image and consumer attitude toward Shopee. Keywords: electronic word of mouth, brand image, brand attitude