The Influence of Brand Image and Word of Mouth on Purchase Intention on Services of Pt. Protoza Kreasi Nusantara Jakarta

Abstract

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.

Pengaruh Brand Ambassador Babe Cabita dan Marshel Widianto terhadap Brand Image Ms Glow for Men

“…Menurut (Philip Kotler & Armstrong, 2018) brand ambassador merupakan seorang individu yang menyebarkan informasi mengenai suatu produk atau jasa oleh sebuah perusahaan. Brand ambassador seringkali diambil dari kalangan selebriti yang sedang menjadi idola atau trendsetter di kalangan publik yang diharapkan dapat menjadi juru bicara brand untuk mengkomunikasikan suatu produk dan membentuk identitas perusahaan (Utari et al, 2022). Menurut Maysita dan Yulianti, (dalam (Royan & Selebrities, 2004) menjelaskan bahwa brand ambassador akan membuat hubungan emosional yang lebih kuat antara sebuah brand dengan konsumen sehingga secara tidak langsung akan membangun Brand Image yang berdampak terhadap keputusan pembelian maupun pemakaian produk.…”

The Scarlett Brand Social Media Marketing Communications on Purchasing Decisions

“…Many businesses strive to attract customers to purchase their products (Utari et al, 2022). Neti (Neti, 2011) suggests that one factor influencing consumer choices in purchasing is the social media platform Instagram.…”