PERAN WORD OF MOUTH DALAM MEMEDIASI HUBUNGAN BRAND AWARENESS DENGAN PURCHASE INTENTION

  • A.A Istri Wimas krisyanti Universitas Udayana
  • Gede Bayu Rahanatha Universitas Udayana
##plugins.pubIds.doi.readerDisplayName## https://doi.org/10.24843/EJMUNUD.2019.v08.i09.p21

Abstrak

The purpose of this study is to examine the effect of brand awareness on purchase intention through word of mouth on prospective Maybelline consumers. This research was conducted in Denpasar City with 110 respondents. Data collection by distributing questionnaires and measured using a Likert scale. The analysis technique used is path analysis, sobel test and VAF test. The results found that brand awareness has a positive and significant effect on purchase intention, brand awareness has a positive and significant effect on WOM, WOM has a positive and significant effect on purchase intention, and WOM is able to mediate the influence of brand awareness on purchase intention. The practical implication in this research is that Maybelline Management can increase its advertising, carry out promotions such as giving coupons to consumers if they recommend buying Maybelline products to their friends, as well as strengthening their image to the eyes of consumers.


Keywords: brand awareness, word of mouth, purchase intention




 

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Diterbitkan
2019-09-03
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KRISYANTI, A.A Istri Wimas; RAHANATHA, Gede Bayu. PERAN WORD OF MOUTH DALAM MEMEDIASI HUBUNGAN BRAND AWARENESS DENGAN PURCHASE INTENTION. E-Jurnal Manajemen, [S.l.], v. 8, n. 9, p. 5783 - 5802, sep. 2019. ISSN 2302-8912. Tersedia pada: <https://ojs.unud.ac.id/index.php/manajemen/article/view/46808>. Tanggal Akses: 14 oct. 2025 doi: https://doi.org/10.24843/EJMUNUD.2019.v08.i09.p21.
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Terbitan
Vol 8 No 9 (2019)
Bagian
Articles
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

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