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Pengaruh E-word Of Mouth dan Brand Image terhadap Purchase Intention Melalui Costumer Satisfaction Food And Beverage (FNB) di Kota Pekanbaru

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The purpose of this research is to understand the extent of the effect of word of mouth and brand image on purchase intention through Food and Beverage (FNB) customer satisfaction in Pekanbaru City. In the research conducted there were 2 independent variables including word of mouth and brand image as well as one dependent variable which is purchase intention and customer satisfaction as intervening variables. The method of analysis used in this research is path analysis. At the data collection stage, the researchers used a questionnaire by filling the respondents, the respondents were Food and Beverage consumers (FNB) in Pekanbaru City. Based on the tests carried out using the Partial Test (t test), the results obtained are: a) word of mouth has a great effect on customer satisfaction, b) brand image has a great effect on satisfaction of customers, c) word of mouth has a great effect on purchase intention, d) brand image has a great effect on purchase intention, e) customer satisfaction has a great effect on purchase intention, f) customer satisfaction can help the effect of word of mouth word of mouth on purchase intention g) customer satisfaction cannot mediate the effect of brand image on purchase intention.

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Detail Information

Call Number

Manajemen 658.827 Haf p

Language

Indonesia

NPM

205210165

Publisher

Manajemen : Universitas Islam Riau., 2023

Keyword(s)

Brand Image
Purchase Intention
customer satisfaction
E-Word of Mouth

Other Information

Petugas

Uthi Kurnia

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