Title:
THE EFFECT OF WORD OF MOUTH ON PURCHASE INTENTION MEDIATED BY BRAND IMAGE FOR TROPICANA SLIM SWEETENER IN DENPASAR CITY

Authors:
Ayu Putri Dyanthi and Ni Ketut Seminari

Abstract:
This study aims to explain the brand image in mediating the effect of word of mouth on purchase intention. This research was conducted in Denpasar City using sample size ofi150irespondents, using a non-probability method in the form of purposive sampling. The data analysis techniques used in this study were path analysis and the Sobel test. The results of this study indicate that word of mouth has a positive and significant effect on purchase intention, word of mouth has a positive and significant effect on brand image, brand image has a positive and significant effect on purchase intention, and brand image can mediate the effect of word of mouth on purchase intention.

Keywords:
word of mouth, brand image, purchase intention

DOI:
http://dx.doi.org/10.37500/IJESSR.2021.4225