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Pengaruh Brand Image dan Brand Love terhadap Purchase Decision melalui Word of Mouth

Management Analysis Journal · Vol. 6 No. 4 (2018) · pp. 377–387

DOI
10.15294/maj.v6i4.15121
ISSN
2502-1451, 2252-6552
Published
2018-01-22
Publisher
Universitas Negeri Semarang
Language
eng

Abstract

Tujuan penelitian ini untuk mengetahui pengaruh brand image dan brand love terhadap purchase decision dan menguji secara empiris apakah word of mouth memediasi hubungan brand image terhadap purchase decision dan brand love terhadap purchase decision. Populasi dalam penelitian ini yaitu pengguna kamera digital Canon di Semarang. Pengambilan sampel dilakukan dengan teknik incidental sampling, jumlah responden sebanyak 100. Metode pengumpulan data menggunakan kuesioner. Metode analisis data menggunakan analisis deskriptif dan path analysis dengan program IBM SPSS Statistics 21. Variabel dalam penelitian ini yaitu brand image, brand love, word of mouth dan purchase decision. Hasil penelitian ini menunjukkan brand image, brand love dan word of mouth berpengaruh positif dan signifikan terhadap purchase decision dengan nilai sig hitung kurang dari sig alpha. Serta pengaruh tidak langsung, brand image berpengaruh terhadap purchase decision melalui word of mouth dan brand love berpengaruh terhadap purchase decision melalui word of mouth.

Collaboration network of the authors

31 authors · 35 co-authorship links

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Co-authorOrganisationJoint articles
Agus WahyudinAffiliation unknown1
Maylia Pramono SariAffiliation unknown1
Trisni SuryariniAffiliation unknown1
Maylia Pramono SariAffiliation unknown1
Muhammad Fathur RozaqAffiliation unknown1
Zainab AzizahAffiliation unknown1
Fredianaika IstantiAffiliation unknown1
Nadia Ingrida KusumaAffiliation unknown1
Rani Hapsari NindyakiranaAffiliation unknown1
Alfiyah NurainiAffiliation unknown1
Muhammad NahdluddinAffiliation unknown1
Kukuh FamiliarAffiliation unknown1
Budhi Ade SulistyoAffiliation unknown1
Dyah Retno AsmoroAffiliation unknown1
Cici Safita SariAffiliation unknown1
Umi AzizahAffiliation unknown1
Brendan EcstasiaAffiliation unknown1
Fatin FuroidaAffiliation unknown1
Rani RanitasariAffiliation unknown1
Lely SilviaAffiliation unknown1
Chandra BuanaAffiliation unknown1
Isma PuspitasariAffiliation unknown1
Muhammad Arif KurniawanAffiliation unknown1
Aslama Odilak Ma'arifAffiliation unknown1
Fitria AyuningsihAffiliation unknown1
Septina TambaAffiliation unknown1
Rossa KhasanahAffiliation unknown1
Valiza Lulu IqlimaAffiliation unknown1
Spica SihombingAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/sju/index.php/maj/oai, first harvested 6 Nov 2026, last seen 6 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Pengaruh Brand Image dan Brand Love terhadap Purchase Decision melalui Word of Mouth</dc:title>
	<dc:creator>Naufal, Muhammad Hisyam</dc:creator>
	<dc:creator>Maftukhah, Ida</dc:creator>
	<dc:description xml:lang="en-US">Tujuan penelitian ini untuk mengetahui pengaruh brand image dan brand love terhadap purchase decision dan menguji secara empiris apakah word of mouth memediasi hubungan brand image terhadap purchase decision dan brand love terhadap purchase decision. Populasi dalam penelitian ini yaitu pengguna kamera digital Canon di Semarang. Pengambilan sampel dilakukan dengan teknik incidental sampling, jumlah responden sebanyak 100. Metode pengumpulan data menggunakan kuesioner. Metode analisis data menggunakan analisis deskriptif dan path analysis dengan program IBM SPSS Statistics 21. Variabel dalam penelitian ini yaitu brand image, brand love, word of mouth dan purchase decision. Hasil penelitian ini menunjukkan brand image, brand love dan word of mouth berpengaruh positif dan signifikan terhadap purchase decision dengan nilai sig hitung kurang dari sig alpha. Serta pengaruh tidak langsung, brand image berpengaruh terhadap purchase decision melalui word of mouth dan brand love berpengaruh terhadap purchase decision melalui word of mouth.</dc:description>
	<dc:publisher xml:lang="en-US">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2018-01-22</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/sju/maj/article/view/15121</dc:identifier>
	<dc:identifier>10.15294/maj.v6i4.15121</dc:identifier>
	<dc:source xml:lang="en-US">Management Analysis Journal; Vol 6 No 4 (2017): Management Analysis Journal; 377-387</dc:source>
	<dc:source>2502-1451</dc:source>
	<dc:source>2252-6552</dc:source>
	<dc:source>10.15294/maj.v6i4</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/sju/maj/article/view/15121/9936</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2018 Management Analysis Journal</dc:rights>
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