The Role of Perceived Congruence Innovation, Electronic Word of Mouth, Brand Image from the Elaboration Likelihood Model Theory Perspective on Intention to Use IoT Based Products

This research aims to explore the role of perceived congruence innovation, electronic word of mouth, and brand image in the context of the Elaboration Likelihood Model (ELM) theory on intention to use Internet of Things (IoT) based products. Perceived congruence innovation and Ewom are used as the main variables that reflect the extent to which consumers are interested in using IoT-based products. Brand Image is identified as an internal factor that can form positive perceptions of brands and products, besides that it also acts as a mediating variable in this model. This research will use a quantitative approach to collect data from respondents who have experience or knowledge related to IoT-based products. Data analysis will involve the use statistical techniques using SPSS with the help of the IBM SPSS Statistics 25 application. The results of this research are expected to factors that influence the intention to use IoT-based products.