PENGARUH WOM TERHADAP NIAT BELI KONSUMEN MELALUI BRAND IMAGE SEBAGAI VARIABEL PEMEDIASI

Abstrak

Beauty is described as having bright skin, opening up opportunities for marketers to compete in marketing skin whitening products. One of them is Scarlett Whitening Body Lotion. WOM communication leads to the creation of a brand image and increases consumer buying intentions for a product. The purpose of this study is the effect of WOM on consumer purchase intentions on Scarlett Whitening Body Lotion products with brand image as a mediating variable. This research was conducted on the Scarlett Whitening Body Lotion product in Denpasar City, involving 110 respondents. The method used is non-probability sampling. Data was collected through the distribution of online questionnaires. The analytical technique used is path analysis and Sobel test. Based on the results of the study, it was found that WOM had a positive and significant effect on consumers' purchase intentions. WOM has a positive and significant effect on brand image. Brand image has a positive and significant effect on consumer purchase intentions. Brand image is significantly able to mediate the effect of WOM on consumer purchase intentions. Suggestions that can be given to Scarlett are to increase the benefits and quality of the product, create uniqueness and advantages so that consumers who have used the product can give a positive assessment of the product then convince and recommend to other consumers which leads to an increase in consumer buying intentions on the Scarlett Whitening Body Lotion product.

Keywords: WOM; brand image; consumer purchase intention.