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All Journal Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis
Hartono, Alexander Hartono
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Decision Sciences, Operations Research & Management

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ANALISIS PENGARUH PROMOSI DAN E-WOM, TERHADAP MINAT BELI PELANGGAN MONARCH DENGAN DIMEDIASI BRAND IMAGE Hartono, Alexander Hartono; Kodrat, David
PERFORMA Vol. 8 No. 5 (2023): Performa
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jp.v8i5.3753

Abstract

This study aims to determine the effect of promotion and Electronic Word of Mouth (E-Wom) on the buying interest of Monarch customers mediated by brand image. This study used a causal quantitative approach using 200 respondents. The analysis technique used is the Structural Equational Model with the support of Smart-Partial Lest Square. The results showed that promotions and E-Wom had a positive effect on buying interest. Then the brand image variable is able to mediate the influence of promotion and E-Wom on buying interest. Keywords: promotion, E-Wom, Buying interest, brand image
Co-Authors David Sukardi Kodrat