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PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DENGAN WORD OF MOUTH SEBAGAI VARIABEL INTERVENING (STUDI KASUS ONLINE SHOPPING SHOPEE PADA MAHASISWA RUSUNAWA II UNIVERSITAS ISLAM MALANG)

Jurnal Ilmiah Riset Manajemen

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Title PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DENGAN WORD OF MOUTH SEBAGAI VARIABEL INTERVENING (STUDI KASUS ONLINE SHOPPING SHOPEE PADA MAHASISWA RUSUNAWA II UNIVERSITAS ISLAM MALANG)
 
Creator Riyanto, Dini Febriana
Rachma, N.
Hufron, M.
 
Description ABSTRACTThis study aims to determine the effect of brand image on purchasing decisions through word of mouth as an intervening variable in shopee online shop users in Rusunawa II Malang Islamic University students. The variables used in this study are brand image variables, purchasing decisions and word of mouth as intervening variables. Data collected through the questionnaire method with the number of samples used as respondents as many as 65 respondents. The result of this research concludes that there is an influence between the variable brand image directly influences the purchase decision, brand image has a direct effect on word of mouth, word of mouth has a direct effect on purchasing decisions and brand image has an indirect effect on purchasing decisions through word of mouth as a variable intervening.Keywords: Brand Image, Purchase Decision, Word Of Mouth
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2019-08-02
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/4652
 
Source Jurnal Ilmiah Riset Manajemen; e Jrm Vol. 8 No. 15 Agustus 2019
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/4652/4216
 
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