Senin, 28 Desember 2020 - 10:09:52 WIB
pengaruh word of mouth terhadap purchase intention dengan brand image sebagai variabel mediasi ( survey pada konsumen mie gacoan surakarta )
disusun oleh : EDI WIBOWO
Kategori: Jurnal Nasional Terakreditasi - Dibaca: 2 kali
Unduh Dokumen
Abstrak :
ABSTRACT: This research aims to (1) analyze effect of WOM on purchase intention; (2) analyze effect of WOM on purchace intention; (3) analyze effect of brand image on purchace intention; (4) analyze effect of WOM on purchace intention mediates of brand image. Population were all consumer of the Mie Gacoan Surakarta. Sample constist of 100 respondent taking on accidental sampling technique. Data collecting technique using questionnaire. Data analysis using path analyze and Sobel test. Result of this study (1) WOM have significance effect on brand image. (2) WOM have significance effect on purchase intention. (3) Brand image have significance effect on purchase intention. (4) WOM have significance effect on purchase intention mediates of brand image.
Kata kunci : WOM, brand image, purchase intention