The Influence of Marketing Mix and Word of Mouth Towards Brand Image and Usage of Online Bike Usage

Fandi Yanuar Rahman · Lilik Noor Yuliati · Megawati Simanjuntak

15 citations0/0 files storedIndonesian Journal of Business and Entrepreneurship

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

This research aimed to analyze the influence of marketing mix and word of mouth towards brand image and the usage of online bike. The research design used descriptive, with the survey conducted using questionnaire as the tool of interview. The sampling technique used systematic random sampling with a kish grid approach. Kish grid is a method for selecting members within a household to be interviewed, this method was commonly used in marketing research especially on household survey. The exact 200 samples were obtained for the research. There were four latent variabels in this research, included marketing mix and word of mouth as independent variables, brand image as intervening variables and the usage of online bike as dependent variables. The datawere processed using descriptive through SPSS 24 and Structural Equation Modelling (SEM) method by LISREL 8.7 software. The results of this research revealed thatmarketing mix influenced positively and significantly toward the brand image; word of mouth influenced positively and significantly toward the brand image; marketing mix influenced positively and significantly toward the usage of online bike; word of mouth influenced positively and significantly toward the usage of online bike; and brand image influenced insignificantly toward the usage of online bike.Keywords: marketing mix, brand image, word of mouth, online bike, service usage

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1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 2009Manajemen pemasaran dan pemasaran jasa 2005Marketing antecedents of industrial brand equity: An empirical investigation in specialty chemicals 2006Word of Mouth Marketing: How Smart Companies Get People Talking 2011Evaluation of Definitions: Ten Dimensions of Corporate Social Responsibility 2011Analisis Pengaruh Iklan, Kepercayaan Merek, dan Citra Merek terhadap Minat Beli Konsumen 2016ANALISIS PENGARUH BAURAN PEMASARAN 7P TERHADAP KEPUASAN PELANGGAN PENGGUNA GOJEK ONLINE 2016Pengaruh Iklan dan Word Of Mouth terhadap Brand Awareness Traveloka

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