Abstract
The aim of the study was to analyze the role of brand image in mediating the influence of word of mouth on the purchase intention of Herbalife brand nutrition products in Denpasar City. The sample was 100 people with non probability sampling technique. Primary data was obtained by distributing questionnaires and analyzed using descriptive statistics of the average count and inferential statistics in the form of path analysis and multiple test. The results of data analysis showed that the word of mouth variable had a positive and significant effect on brand image, brand image variables had a positive and significant effect on purchase intention, word of mouth variables had a positive and significant effect on purchase intention, and brand image variables played a part in mediating influence. word of mouth to buy Herbalife brand nutrition products.
Highlights
Health is a very important thing to take care of, in addition to sports
The aim of the study was to analyze the role of brand image in mediating the influence
Primary data was obtained by distributing questionnaires
Summary
Responden yang mendominasi pengisian kuesioner penelitian adalah yang memiliki rentang usia 23-27 tahun sebanyak 58 orang dengan persentase 58% dan dari segi pendidikan terakhir responden yang lebih dominan adalah responden dengan tingkat pendidikan S1 dengan jumlah sebanyak. Tabel 2 menunjukkan bahwasanya semua indikator didalam variabel wom, citra merek, dan niat beli mempunyai nilai Pearson Correlation yang lebih tinggi daripada angka 0,30 sehingga seluruh indikator tersebut dikatakan telah memenuhi syarat validitas data. Tabel 4 menunjukkan bahwa rata-rata skor tanggapan responden mengenai variabel Word of Mouth adalah sebesar 4,2 yang berarti secara keseluruhan responden menilai komunikasi melalui WOM mengenai produk nutrisi merek. Tabel 5 menunjukkan bahwa rata-rata skor tanggapan responden mengenai variabel Citra Merek adalah sebesar 4,40 yang berarti secara keseluruhan responden menilai bahwa citra merek dari produk nutrisi merek Herbalife yang diterima termasuk dalam kategori baik. Tabel 6 menunjukkan bahwa rata – rata skor tanggapan responden mengenai variabel Niat Beli sebesar 4,25 yang berarti secara keseluruhan responden menilai bahwa niat beli masyarakat terhadap produk nutrisi merek Herbalife yang diterima termasuk dalam kategori sangat tinggi.
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