Pengaruh Brand Image dan Word of Mouth terhadap Purchase Intention

Abstract. This research examines the influence of Brand Image and Word of Mouth on the Purchase Intention study of Onitsuka Tiger consumers in Bandung City. This research uses a descriptive and verification approach with quantitative methods, utilizing purposive sampling techniques to survey 380 respondents. The methodology includes the use of multiple linear regression analysis, T-test, F-test, and coefficient of determination to test the relationship between variables. The research results reveal that Brand Image and Word Of Mouth significantly influence Purchase Intention, with Brand Image making a positive and significant contribution individually, as well as in combination with Word Of Mouth. This research concludes that the company's brand image must remain consistent in setting prices and providing quality that is comparable to the price applied, so that consumers will feel satisfied with the products they get. And companies must carry out the latest developments and innovations for their products so that they have a positive impact on the company through increasing word of mouth, so that consumer purchase intentions increase. Abstrak. Penelitian ini meneliti pengaruh Brand Image dan Word of Mouth terhadap Purchase Intention studi pada konsumen Onitsuka Tiger di Kota Bandung. Penelitian ini menggunakan pendekatan deskriptif dan verifikatif dengan metode kuantitatif, memanfaatkan teknik purposive sampling untuk mensurvei 380 responden. Metodologi ini mencakup penggunaan analisis regresi linier berganda, uji-T, uji-F, dan koefisien determinasi untuk menguji hubungan antara variabel. Hasil penelitian mengungkapkan bahwa Brand Image dan Word Of Mouth secara signifikan memengaruhi Purchase Intention, dengan Brand Image berkontribusi positif dan signifikan secara individual, serta dalam kombinasi dengan Word Of Mouth. Penelitian ini menyimpulkan bahwa Brand Image perusahaan harus tetap konsisten menetapkan harga dan memberikan kualitas yang sebanding dengan harga yang diterapkan, sehingga konsumen akan merasa puas dengan produk yang mereka dapatkan. Dan perusahaan harus melakukan perkembangan dan inovasi terbaru untuk produknya sehingga memberikan dampak positif pada perusahaan melalui peningkatan Word Of Mouth, sehingga Purchase Intention konsumen meningkat.