Analisis Pengaruh Word Of Mouth Terhadap Purchase Intention Dengan Brand Image Sebagai Variabel Intervening pada Usaha Kerajinan Tangan Moona Monroe di Kota Medan

Abstract

This study aims to analyze the influence of Word of Mouth on Purchase Intention with Brand Image as an intervening variable in Moona Monroe handicraft business in Medan city. The phenomenon that occurs is a decline in sales of Moona Monroe handicraft products. Based on the results of the pre-survey, this is supported by low purchase intention, where some consumers are still hesitant to buy. In addition, word of mouth is also not strong because consumers have not actively recommended the product. In addition, Moona Monroe's brand image is still weak and less well-known, so it has not been able to attract the attention and trust of the market widely, this is the background of this research problem. The study uses a quantitative approach with a survey method. The sample in this study were 120 respondents who are Moona Monroe's social media followers. The data analysis technique uses Structural Equation Modeling (SEM) based on Partial Least Square (PLS) through SmartPLS 4.0 software. The results of the study show that Word of Mouth has a positive and significant effect on Brand Image and Purchase Intention. Brand Image also has a significant effect on Purchase Intention. In addition, Brand Image is proven to significantly mediate the influence of Word of Mouth on Purchase Intention. The conclusion of this study is that word of mouth (WOM) and a strong brand image play a crucial role in driving consumer purchase intention, particularly in the context of creative MSMEs. Therefore, businesses need to optimize word of mouth-based marketing strategies and strengthen brand image to enhance Moona Monroe's product superiority.