The Influence of Word of Mouth (WOM) on Customer Buying Interest with Brand Image as a Moderating Variable

Dhiana Ekowati; Winanto Nawarcono; Wendri Sukmarani

doi:10.58905/apollo.v3i1.370

Authors

Dhiana Ekowati Department of Management, Faculty of Economics and Business, Nusa Megarkencana University, Yogyakarta, Indonesia
Winanto Nawarcono Department of Management, Faculty of Economics and Business, Nusa Megarkencana University, Yogyakarta, Indonesia https://orcid.org/0009-0008-4313-9930
Wendri Sukmarani Department of Accounting, Faculty of Economics and Business, Nusa Megarkencana University, Yogyakarta, Indonesia

DOI:

https://doi.org/10.58905/apollo.v3i1.370

Keywords:

Brand Image, Purchase Interest, Word of Mouth (WoM)

Abstract

Consumer purchase intention is related to word of mouth along with the increasing brand image of the company. Brand image is a brand that is based on the good and bad of the brand that consumers remember. This study aims to: (1) Analyze the influence of word of mouth on Purchase Intention and (2) Analyze how word of mouth (wom) influences Purchase Intention with brand image as a moderating variable. This study is a quantitative descriptive study. With a research sample of 100 respondents. The data collection method uses a questionnaire. The data analysis method uses MRA analysis. The results of the study show that (1) word of mouth has a positive effect on consumer Purchase Intention with a calculated t value = 10.927> t table = 1.987 with a significance value of 0.000 <0.05. This means that if the word of mouth variable increases, the purchasing decision will increase. (2) Brand image moderates the influence of word of mouth on consumer purchase interest with a regression coefficient value of the moderation variable (Word of Mouth*Brand image) of 0.588 with a positive value with a significance value of 0.032 < α (0.05).

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