THE EFFECT OF WORD OF MOUTH AND BRAND IMAGE ON TRUST AND PURCHASE INTENTION

Tjahjaningsih; Endang; Nastiti; Herina Dwi; Isnowati; Sri; UN; Dewi Handayani

Fokus Ekonomi : Jurnal Ilmiah Ekonomi

Sekolah Tinggi Ilmu Ekonomi Pelita Nusantara

📄 Abstract

High consumer purchase intention can be obtained by trust built from Word Of Mouth (WOM) and brand image. This study aimed to reveal the effect of WOM and brand image on trust and purchase intention and the role of trust in mediating the effect of WOM and brand image on the purchase intention of Tokopedia consumers in Semarang City. The samples were obtained using a purposive sampling technique of 120 people. The data analysis technique used instrument, model, regression, and Sobel tests using the software of SPSS 24.0. Based on the primary data customers who were tested and analyzed, it has been proven that (1) WOM and brand image have an effect on purchase intention, (2) WOM, brand image, and trust directly affect repurchase intention, (3) trust is mediating the relationship between WOM and brand image on purchase intention.

🔖 Keywords

#word of mouth; brand image; trust; purchase intention

ℹ️ Informasi Publikasi

Tanggal Publikasi

01 December 2022

Volume / Nomor / Tahun

Volume 17, Nomor 2, Tahun 2022

📝 HOW TO CITE

Tjahjaningsih, Endang; Nastiti, Herina Dwi; Isnowati, Sri; UN, Dewi Handayani, "THE EFFECT OF WORD OF MOUTH AND BRAND IMAGE ON TRUST AND PURCHASE INTENTION," Fokus Ekonomi : Jurnal Ilmiah Ekonomi, vol. 17, no. 2, Dec. 2022.

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