The Role of Brand Image to Mediate the Effect of Word of Mouth on the Intention of Using Wicitra Wedding Salon Services in the City of Denpasar

Abstract

The increasing population in Bali greatly affects the need for wedding services. One of the wedding service companies in Bali is the Wicitra Wedding salon in Denpasar City. Wicitra Wedding Salon must carry out the right strategy so that consumers feel interested and have the intention of using the services of a Wicitra Wedding salon. The purpose of this study was to explain the role of brand image in mediating word of mouth (WOM) on intention to use. This research was conducted in Denpasar City. Samples were taken as many as 90 respondents through purposive sampling method and distributed using a google form questionnaire with adjusted criteria. Measured by 9 indicators and using a Likert scale. The data analysis technique used is path analysis and Sobel test. The results of this study indicate that all hypotheses are accepted. Word of mouth (WOM) has a positive and significant effect on intention to use. Word of mouth (WOM) has a positive and significant effect on brand image. Brand image has a positive and significant effect on intention to use. Brand image plays a significant role in mediating the effect of word of mouth (WOM) on intention to use. The results of this study indicate that in increasing the intention to use, the Wicitra Wedding salon is expected to always provide a strategy in the form of word of mouth (WOM) to touch the hearts of consumers and create a good brand image.