PERAN CITRA MEREK DALAM MEMEDIASI PENGARUH WOM TERHADAP NIAT BELI PRODUK NUTRISI MEREK HERBALIFE

Abstrak

The aim of the study was to analyze the role of brand image in mediating the influence of word of mouth on the purchase intention of Herbalife brand nutrition products in Denpasar City. The sample was 100 people with non probability sampling technique. Primary data was obtained by distributing questionnaires and analyzed using descriptive statistics of the average count and inferential statistics in the form of path analysis and multiple test. The results of data analysis showed that the word of mouth variable had a positive and significant effect on brand image, brand image variables had a positive and significant effect on purchase intention, word of mouth variables had a positive and significant effect on purchase intention, and brand image variables played a part in mediating influence. word of mouth to buy Herbalife brand nutrition products.