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PERAN BRAND EQUITY DALAM MEMEDIASI PENGARUH WORD OF MOUTH TERHADAP NIAT BELI

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Penelitian ini bertujuan mengidentifikasi peran brand equity dalam memediasi pengaruh word of mouth terhadap niat beli. Penelitian ini difokuskan di Kota Denpasar. Populasi yang menjadi sumber sampel dalam penelitian ini adalah warga Kota Denpasar yang berniat membeli Chitato Rasa Indomie. Penentuan sampel dalam penelitian ini menggunakan metode Pupossive Sampling dengan sejumlah kriteria yang disesuaikan dengan tujuan penelitian sehingga terpilih 100 responden yang telah memenuhi kriteria dan terlibat dalam penelitian ini dengan mengisi kuisioner yang telah disebarkan. Teknik analisis data yang digunakan dalam riset ini yaitu analisis faktor konfirmatori serta teknik analisis jalur ( Path Analysis ). Hasil penelitian ini menunjukkan bahwa brand equity terbukti mampu memediasi pengaruh word of mouth terhadap niat beli. Hasil ini membuktikan bahwa brand equity memiliki peran dalam menjembatani pengaruh yang terjadi dari variabel word of mouth terhadap niat beli. Hasil dari penelitian ini dapat menjadi referensi bagi perusahaan dalam menerapkan kebijakan terkait strategi penjualan produk yang ditawarkan. The aim of this research is to identify the role of brand equity in mediating word of mouth’s effect on buying intention. The research focused in Denpasar City. Population in this research is whole citizens in Denpasar who have any intention to buy product Chitato Rasa Indomie snack. This research used purposive sampling as the method of sampling with several criterias which have been adapted with the aim of the research itself until selected 100 respondents that answered whole the questionaires that distributed. The data analysis technique which used in this research are Confirmatory Factor Analysis and also Path Analysis. The output of this research show that brand equity has proven can mediating the effect of word of mouth on buying’s intention. Conclusion of this research would be a best consideration for the company in applying any decisions related with the product’s sales strategy.

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2022The Role of Brand Image to Mediate the Effect of Word of Mouth on the Intention of Using Wicitra Wedding Salon Services in the City of Denpasar 2018MEMBANGUN NIAT BELI IPHONE MELALUI EWOM DAN BRAND IMAGE

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