Media Mahardhika
Vol 17 No 2 (2019): January 2019

PENGARUH CITRA MEREK DAN WORD OF MOUTH TERHADAP NIAT BELI KONSUMEN LAPIS KUKUS PAHLAWAN DI SURABAYA

Putri, Husni Indrawati Wijaya (Unknown)

Article Info

Publish Date
15 Jan 2019

Abstract

The purpose of this study was to determine the effect of brand image and word of mouth on the purchase intention of consumers of Lapis Kukus Pahlawan in Surabaya. The variables in this study are brand image (X1), word of mouth (X2), and purchase intention (Y). The population in this study were consumers of the Lapis Kukus Pahlawan in Surabaya. The sample in this study were respondents with the characteristics of consumers of Lapis Kukus Pahlawan, residing or domiciled in Surabaya. The analysis technique uses multiple linear regression. The results of the study showed that brand image and word of mouth had a significant effect on the purchase intention of consumers of Lapis Kukus Pahlawan in Surabaya.

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Journal Info
Media Mahardhika
Website

Abbrev

mahardika

Publisher

Sekolah Tinggi Ilmu Ekonomi Mahardhika

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Description

MEDIA MAHARDHIKA is a peer-reviewed journal published by Department of Accounting, Faculty of Economics and Business, STIE MAHARDHIKA Surabaya Indonesia three times a year (Januari, May and September). MEDIA MAHARDHIKA aims to publish articles in the field of accounting and finance that provide ...