PENGARUH WORD OF MOUTH DAN BRAND IMAGE TERHADAP MINAT BELI KOSMETIK WARDAH DI KOTA MAKASSAR

  • Susianah Mokhtar STIEM Bongaya Makassar
Keywords: word of mouth, brand image, purchase intention

Abstract

The purpose of this research is to know the simultaneous and partial influence between word of mouth and brand image to purchase intention. As  quantitative research, a survey method using a questionnaire was used. The sampling technique was  purposive sampling and accidental sampling. The population  in this research someone that were buying in Citra Store Makassar. The  sample was 95 respondents. Methods of data analysis using is descriptive analysis and multiple regression techniques. The results showed that word of mouth and brand image influenced positive and significant on purchase intention.

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Published
2020-03-31
How to Cite
Mokhtar, S. (2020). PENGARUH WORD OF MOUTH DAN BRAND IMAGE TERHADAP MINAT BELI KOSMETIK WARDAH DI KOTA MAKASSAR. AkMen JURNAL ILMIAH, 17(1), 35-43. https://doi.org/10.37476/akmen.v17i1.843