scholarly journals PERAN BRAND IMAGE MEMEDIASI PENGARUH WORD OF MOUTH TERHADAP PURCHASE INTENTION (STUDI PADA PRODUK MIE SAMYANG HOT SPICY CHICKEN DI KOTA DENPASAR)

2018 ◽  
Vol 7 (4) ◽  
pp. 1771
Author(s):  
Ayu Indra Dewi ◽  
I Gusti Agung Ketut Sri Ardani
Keyword(s):  
Data Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Total Sample ◽  
Reliability Test ◽  
Analysis Technique ◽  
Mediator Variable

The purpose of this study is to determine the role of brand image in the influence of word of mouth on purchase intention. This research is conducted in Denpasar City with a total sample of 110 respondents. The criteria of respondents are measured using the purposive sampling technique. The criteria of respondents involved is they have never bought Samyang Hot Spicy Chicken noodle product before. The data collection is conducted by distributing questionnaires which is tested using the validity test and reliability test. The data analysis technique used in this research is the path analysis technique and the Solimun theory. The result attained in this research shows that brand image, as a variable which mediates the influence of word of mouth on purchase intention, is therefore a partial mediator variable. This result proves that brand image is capable of being a mediator variable in the influence of word of mouth on purchase intention

scholarly journals THE ROLE OF BRAND IMAGE IN MEDICATING EFFECT OF ELECTRONIC WORD OF MOUTH ON THE BUY OF A YAMAHA MOTOR YAMAHA AEROX BOTH IN DENPASAR CITY

2018 ◽  
Vol 7 (9) ◽  
pp. 5108
Author(s):  
I Gusti Ngurah Made Wedanta Putra ◽  
Komang Agus Satria Pramudana
Keyword(s):  
Data Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Coefficient Of Determination ◽  
Electronic Word Of Mouth ◽  
Purchasing Intention ◽  
Analysis Technique

This study aims to determine the effect of electronic word of mouth and brand image as a variable of mediation on the purchase intention of Yamaha Aerox motorcycle in Denpasar City. The population in this study is the citizens of Denpasar who have never made a purchase Yamaha Aerox motorcycle. The sample obtained by purposive sampling technique is 110 people. Data analysis technique used is path analysis. The result of analysis shows that electronic word of mouth have positive and significant effect to brand image, electronic word of mouth has positive and significant effect to purchase intention. Brand image has a positive and significant impact on purchasing intentions. Brand image has partial effect on electronic word of mouth with purchase intention. The coefficient of determination total in this research is 0,476 which mean variable purchase intention influenced equal to 47,6 percent by variable of electronic word of mouth and brand image, the rest 52,4% influenced by variable outside model. Electronic word of mouth and brand image must be considered and upgraded by Yamaha company especially for Yamaha Aerox motorcycle products, to create positive reviews and impressions to increase purchasing intention to consumers.

scholarly journals PERAN CITRA MEREK DALAM MEMEDIASI PENGARUH WOM TERHADAP NIAT BELI PRODUK NUTRISI MEREK HERBALIFE

2019 ◽  
Vol 8 (4) ◽  
pp. 2209
Author(s):  
Komang Priti Elizabeth Fallo ◽  
Ni Wayan Sri Suprapti
Keyword(s):  
Data Analysis ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Descriptive Statistics ◽  
Primary Data ◽  
Multiple Test ◽  
Image Variables

The aim of the study was to analyze the role of brand image in mediating the influence of word of mouth on the purchase intention of Herbalife brand nutrition products in Denpasar City. The sample was 100 people with non probability sampling technique. Primary data was obtained by distributing questionnaires and analyzed using descriptive statistics of the average count and inferential statistics in the form of path analysis and multiple test. The results of data analysis showed that the word of mouth variable had a positive and significant effect on brand image, brand image variables had a positive and significant effect on purchase intention, word of mouth variables had a positive and significant effect on purchase intention, and brand image variables played a part in mediating influence. word of mouth to buy Herbalife brand nutrition products.

scholarly journals THE ROLE OF SOCIAL MEDIA IN INCREASING MARKET SHARE OF MSME PRODUCTS IN PEMATANGSIANTAR CITY

2020 ◽  
Vol 9 (2) ◽  
pp. 1-12
Author(s):  
Sherly Sherly ◽  
Fitria Halim ◽  
Acai Sudirman
Keyword(s):  
Social Media ◽  
Data Analysis ◽  
Market Share ◽  
Sampling Technique ◽  
Total Sample ◽  
Literature Study ◽  
Analysis Technique ◽  
Short And Long Term ◽  
Use Of Social Media

The increase in product market share cannot be separated from the connectivity of the marketing system and media used. Marketing channels play an important role in increasing sales both in the short and long term. This study aimed to determine the role of social media in increasing the market share of MSME products in Pematangsiantar City. The research design used a literature study and field study models using a qualitative approach with a one-shot model. The research location was in 8 districts in Pematangsiantar City. The population in this study were MSME players scattered in 8 districts in Pematangsiantar City. The samples were collected using a non-probability sampling technique with purposive sampling technique, so that a total sample size of 240 respondents were obtained. Moreover, the data analysis technique used in this study was data analysis with a data reduction model that was obtained from data collection and data display. The results of this study concluded that the use of social media was very dominant in MSME players in the micro sector and Instagram was one type of social media that was often used. Furthermore, the results of the study also suggested that the time factor was the basis for MSME players using social media as a medium for promoting their products.

scholarly journals ANALISIS CITRA MEREK, PERIKLANAN, WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH di UNIBA SURAKARTA

2019 ◽  
Vol 3 (02) ◽  
Author(s):  
Furaida Nur Afifah ◽  
Bambang Mursito ◽  
Rochmi Widayanti
Keyword(s):  
Data Analysis ◽  
Quantitative Research ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Purchasing Decisions ◽  
Analysis Technique ◽  
Type Population ◽  
Research Type

This research aim to determine the effect of brand image, advertising and word of mouth on Wardah cosmetic purchasing decisions in UNIBA surakarta. This research uses quantitative research type. Population of this research is UNIBA female students majoring in economics and taken 100 people as samples. Sampling technique using purposive sampling method. Data were obtained by giving questionnaires to student who use or ever use Wardah cosmetic at least once. Data analysis technique using multiple linier regression. The result of data analysis found that brand image, advertising and Word of mouth have effect to purchasing decision simultaneously or partially. Keywords: Brand Image, Advertising, Word Of Mouth, Purchasing Decisions

scholarly journals Pengaruh Kualitas Produk, Iklan, Elektronic Word Of Mouth Dan Citra Merek Terhadap Minat Beli Smartphone Oppo (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Papua)

2021 ◽  
Vol 4 (1) ◽  
pp. 32-36
Author(s):  
Karina Monica Ersada Siagian ◽  
Louis S. Bopeng ◽  
Makarius Bajari
Keyword(s):  
Product Quality ◽  
Quantitative Research ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Survey Method ◽  
Reliability Test ◽  
Electronic Word Of Mouth ◽  
Analysis Technique ◽  
Positive Effect

This study aims to determine the influence of product quality, advertisements, electronic words of mouth, and brand image on Oppo smartphone buying interests. This is a quantitative research with survey method. The population in this study are students of the Faculty of Economics and Business, Universitas Papua, with sample of 105 respondents, determined by the non-probability sampling technique. The analytical method used is the validity test and the reliability test using Cronbach's Alpha. The analysis technique used is the hypothesis and the multiple linear regression. The results of this study partially indicate that (1) a product quality has no effect on Oppo smartphone buying interest, as evidenced by the t-value of -0.662 and the significant value of 0.536 > 0.05, (2) advertisements have no effect on Oppo smartphone buying interest, as evidenced by the t-value of 1.067 and the significant value of 0.289 > 0.05, (3) electronic word of mouth has a positive effect on Oppo smartphone buying interest, as evidenced by the t-value of 4.999 and the significant value of 0.000 < 0.05, (4) and brand image has a positive effect on the Oppo smartphone buying interest, as evidenced by the t-value of 4.934 and the significant value of 0.000 < 0.05. The results of this study simultaneously indicate that product quality, electronic word of mouth and brand image have a positive effect on the buying interest of Oppo smartphone with a significant value of 0,000 < 0.005

scholarly journals Analisis Pengaruh Brand Equity Untuk Meningkatkan Minat Beli Ulang Dan Word Of Mouth (Studi Kasus Batik Gonggong Tanjungpinang)

2019 ◽  
Vol 3 (1) ◽  
pp. 39-55
Author(s):  
Iranita Iranita
Keyword(s):  
Data Analysis ◽  
Path Analysis ◽  
Brand Equity ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Brand Awareness ◽  
Analysis Method ◽  
Analysis Technique ◽  
The City

This study aims to analyze the effect of Brand Equity on increasing repurchase interest and Word of Mouth (WOM). The population and sample in this study were consumers who had already bought Tanjungpinang’s barking batik, both those in the city of Tanjungpinang, as well as consumers outside Tanjungpinang, especially those who had bought batik barking.Determination of the sample in this study using the method of Accidental Sampling is a sampling technique based on chance meeting with a number of criteria that are tailored to the purpose of the study so that selected 60 respondents who have met the criteria and are involved in this study by filling out the questionnaire that has been distributed. The data analysis technique used in this research is the Path Analysis method. The results of this study indicate that Brand Equity (Brand Awareness and Brand Image) has proven to have an effect on repurchase interest and Word of Mouth and these results prove that Brand Equity (Brand Awareness and Brand Image) have a role in bridging the influence that occurs on the variable repurchase interest and Word of Mouth. The results of this study can be a reference for the Tanjungpinang area to make Tanjungpinang as a citybranding of batik barking

scholarly journals PURCHASE INTENTION PADA PRODUK BANK SYARIAH DITINJAU DARI BRAND AWARENESS DAN BRAND IMAGE DENGAN TRUST SEBAGAI VARIABEL MEDIASI

2018 ◽  
Vol 8 (3) ◽  
pp. 562
Author(s):  
Raden Bagus Faizal Irany Sidharta ◽  
Ni Luh Ariningsih Sari ◽  
Wayan Suwandha
Keyword(s):  
Data Analysis ◽  
Path Analysis ◽  
Market Share ◽  
Purchase Intention ◽  
Brand Image ◽  
Sampling Technique ◽  
Brand Awareness ◽  
Purposive Sampling ◽  
Data Analysis Technique ◽  
Analysis Technique

Research aim to analyze influence of 1) Brand Awareness on Trust, 2) Brand Image on Trust, 3) Brand Awareness on Purchase Intention, 4) Brand Image on Purchase Intention, 5) Trust on Purchase Intention, 6) Brand awareness on Purchase Intention through Trust, 7) Brand image on Purchase Intention through Trust on sharia bank product. Sample has taken by using purposive sampling technique with 328 respondents. Data analysis technique used is Path Analysis. The research showed that brand awareness has positive and not significant effect on trust, brand image has positive and significant effect on trust, brand awareness has positive and significant effect on purchase intention, brand image has positive and significant effect on purchase intention, trust has positive and significant effect on purchase intention, brand awareness has not significant effect on purchase intention through trust, brand image has significant effect on purchase intention through trust. The implication of this research would benefit to the management of sharia banking to formulating strategy for increasing market share of sharia banking in Indonesia.

scholarly journals Kepuasan pelanggan sebagai mediasi pengaruh brand image terhadap loyalitas pelanggan

2018 ◽  
Vol 2 (2) ◽  
pp. 123-131
Author(s):  
Dwi Silvi Anisah ◽  
Iva Nurdiana Nurfarida
Keyword(s):  
Data Analysis ◽  
Customer Satisfaction ◽  
Path Analysis ◽  
Customer Loyalty ◽  
Indirect Effect ◽  
Brand Image ◽  
Sampling Technique ◽  
Total Sample ◽  
Analysis Technique ◽  
Significant Direct Effect

To maintain market share, companies must be able to guarantee customer satisfaction so that customers become loyal. Companies need a brand image strategy or brand image so that it becomes the top of mind in the minds of consumers or customers. This study aims to determine the effect of brand image on customer loyalty mediated by customer satisfaction. The study was conducted at Warung Griya Bebek and Ayam Goreng Nelongso Malang. Accidental sampling technique with a total sample of 104 respondents, using a questionnaire as a research instrument. Data analysis technique used is Path Analysis. The analysis shows that brand image has a significant direct effect on customer satisfaction. Other results show that brand image also has a significant indirect effect on customer loyalty mediated by customer satisfaction

scholarly journals BRAND IMAGE AS A MEDIATION OF ELECTRONIC WORD OF MOUTH ON PURCHASING INTENTION OF LANEIGE

2020 ◽  
Vol 5 (2) ◽  
pp. 180-193
Author(s):  
Chikita Fatimasokasari Supradita ◽  
Surpiko Hapsoro Darpito ◽  
Dwi Hari Laksana
Keyword(s):  
Word Of Mouth ◽  
Brand Image ◽  
Positive Impact ◽  
Sampling Technique ◽  
Electronic Word Of Mouth ◽  
Validity And Reliability ◽  
Purchasing Intention ◽  
Analysis Technique ◽  
The Impact

The purpose of the study was to know and analyze the role of brand image as a mediator of the impact of the Electronic Word of Mouth on purchasing intention of Laneige’s product. A sample of 100 respondents used a purposive sampling technique. The type of test used to analyze the data was the validity and reliability test. The data analysis technique used is path analysis. The results of  the Electronic Word of Mouth study have a significant and positive effect on brand image and purchasing intention. The Brand image also has a significant and positive impact on purchasing intention and directly has a role as a mediator on the impact of Electronic Word of Mouth on purchasing intention of Laneige’s Product.Keywords: Electronic Word of Mouth; Brand Image; Purchasing Intention

scholarly journals PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA TERHADAP KOMUNIKASI WORD OF MOUTH

2020 ◽  
pp. 1
Author(s):  
Putu Mertayasa ◽  
I Gusti Ayu Ketut Giantari
Keyword(s):  
Data Analysis ◽  
Customer Satisfaction ◽  
Path Analysis ◽  
Product Quality ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Brand Image ◽  
Sampling Technique ◽  
Analysis Technique ◽  
Word Of Mouth Communication

The purpose of this study was to explain the effect of product quality and brand image on IndiHome customer satisfaction in Denpasar City, and to explain the effect of product quality, brand image and customer satisfaction on IndiHome customers' word of mouth communication in Denpasar City. The population in this study were all IndiHome customers in Denpasar City. The sampling technique used is purposive sampling method. The number of samples used in this study were 100 respondents. The data analysis technique used in this study is path analysis. The results showed that product quality and brand image had a positive and significant effect on IndiHome customer satisfaction in Denpasar City, and product quality, brand image and customer satisfaction had a positive and significant effect on IndiHome customers' word of mouth communication in Denpasar City.

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