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All Journal Trending: Jurnal Manajemen dan Ekonomi
Mochammad Ghozi
Institut teknologi dan bisnis Ahmad Dahlan Lamongan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Citra Merek dan Word of Mouth terhadap Minat Beli Produk Toko Jamu Ramah di Kabupaten Lamongan Mochammad Ghozi; Darianto Darianto; Amanatul Khoiriyah
Trending: Jurnal Manajemen dan Ekonomi Vol. 4 No. 3 (2026): Juli: Trending: Jurnal Manajemen dan Ekonomi
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/trending.v4i3.7395

Abstract

This study aims to analyze the effect of brand image and word of mouth on consumer purchase intention at Toko Jamu Ramah in Lamongan Regency using a quantitative approach through a survey method of customers who have made purchases. The sampling technique used accidental sampling with a total of 100 respondents, and data were collected through a questionnaire using a five-point Likert scale. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the assistance of SmartPLS 4 software, which includes evaluation of the measurement model (outer model) through validity and reliability tests as well as evaluation of the structural model (inner model) to examine relationships between variables and hypothesis testing using bootstrapping. The results indicate that brand image has a positive and significant effect on purchase intention (β = 0.343, t = 2.970, p = 0.003), and word of mouth also has a positive and significant effect on consumer purchase intention (β = 0.372, t = 3.172, p = 0.002). Simultaneously, both variables are able to explain the variation in purchase intention at a moderate level (R² = 0.417), indicating that improving brand image and encouraging positive communication among consumers can increase purchase intention for products at Toko Jamu Ramah. Keywords: Brand Image, Word of mouth, Purchase Intention.
Co-Authors Amanatul Khoiriyah Darianto Darianto