PENGARUH WOM TERHADAP NIAT BELI KONSUMEN DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI
DOI:
https://doi.org/10.24843/BSE.2025.v30.i02.p08Kata Kunci:
Brand Image, Purchase Intention, Word of Mouth, Niat Beli KonsumenAbstrak
The rapid advancement of technology in the tourism industry has driven a significant shift toward digital-based services and intensified competition among online travel agents (OTAs). Traveloka is one of the companies capitalizing on this development. This study aims to analyze the mediating role of brand image in the influence of word of mouth (WOM) on consumers’ purchase intention. The research was conducted with prospective consumers in Denpasar City who had never purchased Traveloka’s products, using a purposive sampling technique with 120 respondents. Data were collected through an online questionnaire (Google Form) and analyzed using path analysis and the Sobel test with the assistance of SPSS for Windows. The findings reveal that WOM has a positive and significant effect on brand image; both WOM and brand image positively and significantly influence purchase intention; and brand image significantly mediates the effect of WOM on purchase intention. This study provides empirical contributions to marketing science by highlighting the role of WOM and brand image in shaping consumer purchase intention within the digital tourism industry.
Perkembangan teknologi dalam industri pariwisata semakin pesat, ditandai dengan pergeseran menuju layanan digital dan meningkatnya persaingan antar online travel agent (OTA). Traveloka merupakan salah satu perusahaan yang memanfaatkan peluang tersebut. Penelitian ini bertujuan untuk menganalisis peran brand image sebagai variabel mediasi dalam pengaruh word of mouth (WOM) terhadap niat beli konsumen. Responden penelitian adalah calon konsumen di Kota Denpasar yang belum pernah membeli produk Traveloka, dengan jumlah sampel 120 orang menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner daring (Google Form) dan dianalisis menggunakan path analysis serta uji Sobel dengan bantuan SPSS for Windows. Hasil penelitian menunjukkan bahwa WOM berpengaruh positif dan signifikan terhadap brand image; WOM dan brand image berpengaruh positif dan signifikan terhadap niat beli konsumen; serta brand image secara signifikan memediasi pengaruh WOM terhadap niat beli konsumen. Temuan ini memberikan kontribusi empiris bagi pengembangan ilmu pemasaran, khususnya dalam memahami peran WOM dan brand image dalam membentuk niat beli konsumen pada industri pariwisata berbasis digital.
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