EN 
IN
Journal article
PERAN BRAND EQUITY DALAM MEMEDIASI PENGARUH WORD OF MOUTH TERHADAP NIAT BELI
Kadek Yoga Aditya I Made Wardana
Volume : 6 Nomor : 2 Published : 2017, February
E Jurnal Manajemen Unud
Abstrak
ABSTRACT The aim of this research is to identify the role of brand equity in mediating word of mouth’s effect on buying intention. The research focused in Denpasar City. Population in this research is whole citizens in Denpasar who have any intention to buy product Chitato Rasa Indomie snack. This research used purposive sampling as the method of sampling with several criterias which have been adapted with the aim of the research itself until selected 100 respondents that answered whole the questionaires that distributed. The data analysis technique which used in this research are Confirmatory Factor Analysis and also Path Analysis. The output of this research show that brand equity has proven can mediating the effect of word of mouth on buying’s intention. Conclusion of this research would be a best consideration for the company in applying any decisions related with the product’s sales strategy. Keywords: word of mouth, brand equity, buying intention