Abstract
This study aims to determine: 1) Test and explain the influence of Brand Image on Purchase Intention at PT. Pratoza Kreasi Nusantara. 2) Testing and explaining the influence of Word of Mouth on Purchase Intention at PT. Pratoza Kreasi Nusantara. 3. Testing and explaining the influence of Brand Image on the Word of Mouth at PT. Pratoza Kreasi Nusantara 4) Testing and explaining the influence of Brand Image and Word of Mouth on Purchase Intention at PT. Pratoza Kreasi Nusantara. Data were collected through a questionnaire. Data analysis techniques are carried out by organizing and sorting data into patterns, categories, and basic description units so as to answer the research objectives. From the results of this study, it can be concluded that Brand Image is very important as a consumer basis for the Word of Mouth promo. The better the management of Brand Image, the higher the Word of Mouth, and vice versa, the lower the management of the Brand Image, the lower the Word of Mouth. The results of data analysis indicate that Word of Mouth has a positive and significant direct influence on Purchase Intention with a value of 6.58. Likewise, Brand Image and Word of Mouth have a positive and significant indirect influence on Purchase Intention with a value of 6.60> 1.96, as indicated from the coefficient of determination r square. Additionally, the influence of brand image and word of mouth on purchase intention has a value of 6.60%, while the remaining 3.40% is influenced by other factors.
Highlights
The development of the business world has resulted in the expansion of a variety of different types of businesses, one of which is the event organizer (EO) business
From the results of this study, it can be concluded that Brand Image is very important as a consumer basis for the Word of Mouth promo
To sum up everything that has been stated so far, it can be conclude that: 1. The results of data analysis indicate that Brand Image has no influence and is not significant to the Purchase Intention of 1,590
Summary
The development of the business world has resulted in the expansion of a variety of different types of businesses, one of which is the event organizer (EO) business These creative businesses include service businesses that organize or manage events such as music concerts, seminars, birthday parties, and weddings with the assistance of their employees' talents. The task of EO is to assist consumers (clients) in holding the requested event. This may be due to a variety of factors, including consumers' limited resources or time, but it may be due to consumers' desire to be more successful, conceptualized, and professional than if they did it themselves. In order to achieve this definition, various fundamental concepts must be considered, including: product requirements (goods, services, and ideas); value; costs; and customer satisfaction; CURRENT ADVANCED RESEARCH ON SHARIA FINANCE AND ECONOMIC WORLDWIDE
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