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All Journal Accounting Management Jurnal Bisnisman : Riset Bisnis dan Manajemen Solusi: Jurnal Kajian Ekonomi dan Bisnis JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Pengabdian Masyarakat Bidang Sosial dan Humaniora Apollo: Journal of Tourism and Business Prosiding Seminar Nasional Unimus SENMEA Prosiding Simposium Nasional Manajemen dan Bisnis Prosiding SeNTIK STI&K
Winanto Nawarcono
Universitas Nusa Megarkencana
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Nursing Public Health Social Sciences

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Journal : Apollo: Journal of Tourism and Business

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The Influence of Word of Mouth (WOM) on Customer Buying Interest with Brand Image as a Moderating Variable Ekowati, Dhiana; Nawarcono, Winanto; Sukmarani, Wendri
Apollo: Journal of Tourism and Business Vol. 3 No. 1 (2025): January 2025
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/apollo.v3i1.370

Abstract

Consumer purchase intention is related to word of mouth along with the increasing brand image of the company. Brand image is a brand that is based on the good and bad of the brand that consumers remember. This study aims to: (1) Analyze the influence of word of mouth on Purchase Intention and (2) Analyze how word of mouth (wom) influences Purchase Intention with brand image as a moderating variable. This study is a quantitative descriptive study. With a research sample of 100 respondents. The data collection method uses a questionnaire. The data analysis method uses MRA analysis. The results of the study show that (1) word of mouth has a positive effect on consumer Purchase Intention with a calculated t value = 10.927> t table = 1.987 with a significance value of 0.000 <0.05. This means that if the word of mouth variable increases, the purchasing decision will increase. (2) Brand image moderates the influence of word of mouth on consumer purchase interest with a regression coefficient value of the moderation variable (Word of Mouth*Brand image) of 0.588 with a positive value with a significance value of 0.032 < α (0.05).
Co-Authors Agus Setiono Ainil Mardiah Alvina Nur Istikomah Anis Novianti Arif Raharja Balla Wahyu Budiarto Dhiana Ekowati Eliya Isfaatun Eliya MM SE. Isafaatun Jumedi One Khumairah, Dean Zahra Khusnamah Tida Luluk Kholisoh Maria Magdalena PD Marwan Effendi Masbanyu Priyayi Sunnatullah MM. Drs. Supardi one Muhammad Akbar Nurul Jannati Aliyah Priambodo, Aji Prila Noor Adhilla Putri Ekaresty Haes Sapta Aji Sri Margiutom Siwi MM. SE. Lastari Siwi SE.,MM Lastari Stefanus Wahyu Anggara Sufyati HS Sukmarani, Wendri Supadmini, Sri Susilawati, Rini Suyadi Utomo Suyati One Tegar, Akhita Ash Tri Apriyono Untara Untara Wendri Sukmarani Yuri Murdo