The Role Of Brand Image In Mediating The Influence Of Positive Word Of Mouth on ....

Word of mouth in general is an action performed by consumers in providing information personally to other consumers and positive word of mouth can build brand images which make consumers have the intention to purchase the product. The aim of this research is to determine the role of brand image in mediating the influence of positive word of mouth on the intention to purchase Teh Pucuk Harum tea products in Denpasar City. To determine the sample in this research, the purposive sampling method is used and the total sample is 110 respondents. Data collection is conducted by spreading questionnaires which consists of 11 indicators utilizing the Likert scale. The data analysis technique used in this research is the confirmatory factor analysis and the path analysis, followed by the Sobel test to examine the hypothesis regarding the mediation role. Results of this research show that positive word of mouth and brand image significantly and positively influence purchase intention. In addition, brand image is able to significantly mediate the influence of positive word of mouth on purchase intention. This result explains that highly positive word of mouth can improve the brand image of a product which will influence consumer’s intention to purchase the product. The implication of the research result strengthens the existing theory in which positive word of mouth and brand image influence purchase intention and brand image is capable of being the mediator variable. Furthermore, consumers stated that knowing the product and receiving recommendations would make them be more interested to try the product. Some recommendations for the producers are they should make use of consumer’s satisfaction experience in order to build positive word of mouth, and add in more product variants to create better brand image in which afterwards may attract consumer’s intention to purchase Pucuk Harum Tea.