The Role of Brand Image Mediated the Effect of Word of Mounth on Purchase Intention

ABSTRACT: The technology industry sector that is currently growing rapidly is smartphone technology. The high consumer demand for smartphone products has made very intense competition, which makes all companies always try to meet the needs and desires of consumers. The purpose of this study is to explain the effect of word of mouth on brand image on Oppo smartphone products, to explain the effect of word of mouth, and brand image on the purchase intention of Oppo smartphone products, and explain the role of brand image mediating the relationship between word of mouth and purchase intention on Oppo smartphone products. The population in this study is the community in the city of Denpasar. This study used a sample of 110 communities in the city of Denpasar with a purposive sampling method. Data was collected by distributing questionnaires with a fivepoint Likert scale to measure 11 indicators. The analysis technique in this research is path analysis and sobel test. The results showed that word of mouth had a positive and significant effect on brand image on Oppo smartphones, Word of mouth and brand image had a positive and significant effect on purchase intention on Oppo smartphone products. Brand image positively and significantly mediateds the effect of word of mouth on purchase intention on Smartphone Oppo products.
KEYWORDS: Word Of Mouth, Brand Image, Purchase Intention