This study aims to determine: 1) Test and explain the influence of Brand Image on Purchase Intention at PT. Pratoza Kreasi Nusantara. 2) Testing and explaining the influence of Word of Mouth on Purchase Intention at PT. Pratoza Kreasi Nusantara. 3. Testing and explaining the influence of Brand Image on the Word of Mouth at PT. Pratoza Kreasi Nusantara 4) Testing and explaining the influence of Brand Image and Word of Mouth on Purchase Intention at PT. Pratoza Kreasi Nusantara. Data were collected through a questionnaire. Data analysis techniques are carried out by organizing and sorting data into patterns, categories, and basic description units so as to answer the research objectives. From the results of this study, it can be concluded that Brand Image is very important as a consumer basis for the Word of Mouth promo. The better the management of Brand Image, the higher the Word of Mouth, and vice versa, the lower the management of the Brand Image, the lower the Word of Mouth. The results of data analysis indicate that Word of Mouth has a positive and significant direct influence on Purchase Intention with a value of 6.58. Likewise, Brand Image and Word of Mouth have a positive and significant indirect influence on Purchase Intention with a value of 6.60> 1.96, as indicated from the coefficient of determination r square. Additionally, the influence of brand image and word of mouth on purchase intention has a value of 6.60%, while the remaining 3.40% is influenced by other factors.
Pratoza Kreasi Nusantara is engaged in services, one of which is the Wedding Organizer "Promise Marriage", which serves every consumer who wants to hold a traditional or non-traditional wedding ceremony. This study aims to analyze various strategies in increasing consumer buying interest. Data were collected through filling out questionnaires using a purposive sampling technique with a population of 222 people as respondents. Analysis of the data used in this study is SEM-PLS (Partial Least Square). The results of this study indicate that several of the hypotheses tested gave positive and negative results, positive hypotheses were found in the Word of Mouth, Facilities and Services variables. While the results of the negative hypothesis are found in the price variable, partially there are hypotheses that have an effect and some have no effect on Buying Interest The conclusion of this study is that the various strategies carried out have a positive effect and some have a negative effect on buying interest. Suggestions from this research that Wedding Organizer PT. Pratoza Kreasi Nusantara " Janji Nikah" pays more attention to the price of the wedding package so that it can be more balanced. So that customers get a price that suits their budget. This can be done by stabilizing the quality of wedding packages, such as making packages ranging from middle to high and middle to lower packages. Key Word : Word of Mouth, Facility, price, service, buying interest.
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