PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH WOM TERHADAP SWITCHING INTENTION KE PRODUK SMARTPHONE MEREK SAMSUNG DI DENPASAR

  • Selvina Juliana Pelupessy Magister Ilmu Ekonomi, Fakultas Ekonomi dan Bisnis Universitar Udayana. Bali. Indonesia
  • I Made Wardana Fakultas Ekonomi dan Bisnis Universitas Udayana, Bali
  • Ni Wayan Sri Suprapti Fakultas Ekonomi dan Bisnis Universitas Udayana, Bali

Abstrak

This study was conducted to determine the role of brand image in mediates the influence of WOM on switching intention to smartphones, the Samsung brand in Denpasar. The study population was people in Denpasar which do not have a smartphone Samsung brands. Respondents in this study were 120 people. The data analysis technique used is by using Structural Equation Modeling (SEM). The results showed that WOM positive and significant impact on the brand image, WOM positive and significant effect on the switching intention, brand image and significant positive effect on the switching intention, brand image positive and significant impact WOM mediate with the switching intention. Spread of WOM that can positively affect the brand image of Samsung better thus making consumers who do not use a smartphone Samsung has an interest to use a Samsung smartphone and future research are expected to use more sample size that covers an area larger research

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Diterbitkan
2017-05-14
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PELUPESSY, Selvina Juliana; WARDANA, I Made; SUPRAPTI, Ni Wayan Sri. PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH WOM TERHADAP SWITCHING INTENTION KE PRODUK SMARTPHONE MEREK SAMSUNG DI DENPASAR. E-Jurnal Ekonomi dan Bisnis Universitas Udayana, [S.l.], may 2017. ISSN 2337-3067. Tersedia pada: <https://ojs.unud.ac.id/index.php/eeb/article/view/28865>. Tanggal Akses: 18 may 2024
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Terbitan
VOLUME.06.NO.05.TAHUN 2017
Bagian
Articles

Kata Kunci

Brand image, WOM, Switching intention