PERAN BRAND EQUITY MEMEDIASI WOM DAN MARKETING COMMUNICATION DENGAN MINAT BELI PRODUK OPPO
| Main Authors: | Putri, Ni Putu Nanda Pradnya, Warmika, I Gde Ketut |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2020
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| Online Access: |
https://ojs.unud.ac.id/index.php/Manajemen/article/view/56561 https://ojs.unud.ac.id/index.php/Manajemen/article/view/56561/34211 |
Daftar Isi:
- Penyampaian WOM dan marketing communication yang baik dapat meningkatkan brand equity produk yang akhirnya dapat menciptakan minat beli konsumen terhadap suatu produk. Penelitian ini bertujuan untuk mengetahui pengaruh WOM dan marketing communication terhadap minat beli melalui brand equity sebagai pemediasi. Sampel penelitian ditetapkan sebanyak 160 responden dengan menggunakan teknik pengambilan sampel yaitu purposive sampling. Teknik analisis yang digunakan adalah path analysis dengan uji asumsi klasik dan Uji Sobel. Penelitian ini diharapkan dapat memberikan kontribusi empiris tentang pengaruh antara variabel WOM, marketing communication, brand equity, dan minat beli bagi perkembangan ilmu pengetahuan dan menjadi bahan pertimbangan manajemen perusahaan. Hasil penelitian menunjukkan bahwa WOM dan marketing communication berpengaruh positif dan signifikan terhadap minat beli. Brand equity, WOM, dan marketing communication berpengaruh positif dan signifikan terhadap minat beli. Brand equity secara positif dan signifikan memediasi pengaruh WOM dan marketing communication terhadap minat beli. Kata kunci: WOM, marketing communication, brand equity, minat beli
- Submission of good WOM and marketing communication can increase product brand equity which ultimately can create consumer buying interest in a product. This study aims to determine the effect of WOM and marketing communication on buying interest through brand equity as a mediator. The research sample was determined as many as 160 respondents using a sampling technique that is purposive sampling. The analysis technique used is path analysis with the classic assumption test and the Sobel Test. This research is expected to contribute empirically about the influence between WOM variables, marketing communication, brand equity, and buying interest for the development of science and become a consideration for company management. The results showed that WOM and marketing communication had a positive and significant effect on buying interest. Brand equity, WOM, and marketing communication have a positive and significant effect on buying interest. Brand equity positively and significantly mediates the effect of WOM and marketing communication on buying interest. Keywords: WOM, marketing communication, brand equity, buying interest