Pengaruh Word Of Mouth Terhadap Purchase Intention Dengan Brand Image Sebagai Variabel Mediasi (Survey Pada Konsumen Mie Gacoan Surakarta)

Edi Wibowo(1*) , Setyaningsih SU(2)


(1) Universitas Slamet Riyadi Surakarta
(2) Universitas Slamet Riyadi Surakarta
(*) Corresponding Author

Abstract


Penelitian ini bertujuan (1) menganalisis pengaruh WOM terhadap brand image; (2) menganalisis pengaruh WOM terhadap purchace  intention; (3) pengaruh brand image terhadap purchace intention; (4) menganalisis pengaruh WOM terhadap purchace  intention yang dimediasi brand image. Populasi adalah seluruh konsumen Mie Gacoan Surakarta. Jumlah sampel 100 responden yang diambil dengan teknik accidental sampling. Teknik pengumpulan data menggunakan kuesioner. Analisis data menggunakan analisis jalur dan uji Sobel. Hasil penelitian menunjukkan bahwa (1) WOM berpengaruh signifikan terhadap brand image. (2) WOM berpengaruh signifikan terhadap purchase intention. (3) Brand image berpengaruh signifikan terhadap purchase intention. (4) WOM berpengaruh signifikan terhadap purchase intention yang dimediasi brand image

Keywords


WOM, brand image, niat pembelian

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DOI: https://doi.org/10.36587/probank.v6i1.848

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