PERAN BRAND EQUITY MEMEDIASI WOM DAN MARKETING COMMUNICATION DENGAN MINAT BELI PRODUK OPPO

Abstrak

Submission of good WOM and marketing communication can increase product brand equity which ultimately can create consumer buying interest in a product. This study aims to determine the effect of WOM and marketing communication on buying interest through brand equity as a mediator. The research sample was determined as many as 160 respondents using a sampling technique that is purposive sampling. The analysis technique used is path analysis with the classic assumption test and the Sobel Test. This research is expected to contribute empirically about the influence between WOM variables, marketing communication, brand equity, and buying interest for the development of science and become a consideration for company management. The results showed that WOM and marketing communication had a positive and significant effect on buying interest. Brand equity, WOM, and marketing communication have a positive and significant effect on buying interest. Brand equity positively and significantly mediates the effect of WOM and marketing communication on buying interest.

Keywords: WOM, marketing communication, brand equity, buying interest