MODEL PENINGKATAN PURCHASE INTENTION BERBASIS CREDIBILITY ENDORSER, EWOM, DAN PRODUCT QUALITY MELALUI BRAND IMAGE

Abstract

The purpose of this study was to see the role of Brand Image as a mediating relationship between Credibility Endorser, EWOM, and Product Quality to Purchase Intention of Wardah cosmetic product users in Semarang City. The type of research used was explanatory research with the population in the study were Wardah products in the city of Semarang. Retrieval technique the sample used is the purposive sampling method with a sample size of 100 Wardah product users with a minimum age of 17 years and customers who have used Wardah products. The data technique used a questionnaire with data analysis techniques using instrument test, classical assumption test, and hypothesis test using SPSS version 15.0. the results of the study found that Brand Image can only mediate the relationship between product Quality on Purchase Intention for Wardah product users in Semarang City this study also found that EWOM and Product Quality have positive effect and significant on Brand Image and Purchase Intention. This study also found that Credibility Endorser had have positive anf insignificant effect on Brand Image and Purchase Intention.