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All Journal Jurnal Ilmiah Pangabdhi Jurnal SOLMA Manajer Pendidikan: Jurnal Ilmiah Manajemen Pendidikan Program Pascasarjana MEDAN MAKNA: Jurnal Ilmu Kebahasaan dan Kesastraan Aiti: Jurnal Teknologi Informasi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Proceeding of The International Conference on Economics and Business Jurnal Manajemen dan Ekonomi Kreatif Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Mutiara Pendidikan dan Olahraga
Martin Martin
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Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan

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Peran Brand Image Sebagai Mediator Dalam Pengaruh Word Of Mouth Terhadap Purchase Intention: Studi Kasus Produk Mie Sedaap Korean Spicy Chicken Di Kota Tangerang Martin Martin; Adryan Rachman
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 2 No. 2 (2024): APRIL : Maeswara
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v2i2.810

Abstract

This study was conducted to evaluate the effectiveness of brand image in mediating the impact of word of mouth (WOM) on the desire to purchase Mie Sedaap Korean Spicy Chicken products in the Tangerang City area. Through a survey involving 200 individuals selected based on purposive sampling, this research utilized the Partial Least Squares Structural Equation Modeling (PLS-SEM) model to process and analyze the data obtained. The results found indicate a positive impact of WOM on brand image and purchase intention, with brand image also functioning as a significant mediator in linking WOM with purchase intention. The conclusion of these findings underscores the need for effective marketing strategies in utilizing WOM to strengthen brand image, which in turn has the potential to increase purchase intentions among consumers.
Co-Authors Adryan Rachman Amelia Atika Amin Hou Andriati, Novi Arif Fajar Prasetiyo Asti Putri Kartiwi Darwin Lie Fauzia Mei Salsabila Gempar Al-Hadist Heri Pratikto Kusmajid Abdullah Novi Wahyu Hidayati, Novi Wahyu Robert Tua Siregar Somantri, Manap Tri Isti Hartini, Tri Isti Yessica Nataliani