Pengaruh Word Of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Lembaga Kursus Bahasa Inggris Dynamic English Course Pare
DOI:
https://doi.org/10.30737/ekonika.v1i2.14Keywords:
Word of Mouth, Brand Image, Purchase IntentionAbstract
Penelitian ini bertujuan mengetahui seberapa besar pengaruh Word Of Mouth terhadap Purchase Intention melalui Brand Image pada lembaga kursus bahasa inggris Dynamic English Course Pare – Kediri. Penelitian ini menggunakan metode SEM PLS dengan bantuan software SmartPLS didapatkan hasil signifikansi pengaruh Word Of Mouth terhadap Brand Image, Word Of Mouth Terhadap Purchase Intention, Brand Image terhadap Purchase Intention dan Word Of Mouth Terhadap Purchase Intention melalui Brand Image sebesar 24,3%, 65,3%, 33,6% dan 46,4%. Dengan demikian semua dinyatakan signifikan karena semua mempengaruhi Purchase Intention dan Brand Image memediasi sempurna Word Of Mouth dengan Purchase Intention karena dapat meningkatkan pengaruh sebesar 21,9%.
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