THE INFLUENCE OF WORD OF MOUTH ON BRAND IMANGE AND PURCHASE INTENTION

The purpose of this study is to determine the influence of word of mouth on purchase intention mediated by the brand image of Kakiang Garden Café Ubud. The sample used is 90 respondents which are determined using the purposive sampling method. The data collection technique utilized is by questionnaires with the Likert scale measurement method, while the data are analyzed using the path analysis technique. The research results show that the word of mouth and brand image variable have a positive and significant influence on purchase intention. Likewise, brand image is able to mediate the influence of word of mouth on purchase intention. The management of Kakiang Garden Café should be able to make their customers feel comfortable when they make purchases so that the customers can share positive information regarding Kakiang Garden Café to other people. This is to enhance the role of brand image by improving the product image of Kakiang Garden Café so that there are increases in the purchase intention.