Pengaruh Word Of Mouth Dan Kesadaran Merek Yang Memengaruhi Niat Membeli Produk Di Cafe Italo Gelato
Daftar Isi:
- The growth of food and beverage industry at Bali can be observed from its phenomenon which is cafés are establishing due to the tourists’ high interest in culinary. However, the product purchase intention in Café Italo Gelato which is located at Kuta beach in Bali is indicated to be low. Factors that influence product purchase intention at Café Italo Gelato are word of mouth and brand awareness. Therefore, this study wants to test the product purchase intention at Café Italo Gelato in Bali that is influenced by word of mouth and brand awareness. This research uses the Structural Equation Modelling – Partial Least Square (SEM-PLS) with SmartPLS version 3.2.8 as the analytic tool. The total respondents in this research are 100 which are consumers and prospective consumers that buys product in Café Italo Gelato in Bali and in uses convenience sampling technique. Based on the hypothesis test, it is indicated that word of mouth and brand awareness significantly and positively influence purchase intention. Suggestions in this study are that making unique or unusual events so that consumers and prospective consumers are able to talk about Café Italo Gelato and the information about the café is able to be shared wide to increase its purchase intention. Furthermore, Café Italo Gelato can share brochures to increase the café’s brand awareness to increase the purchase intention.