The Influence of Brand Image and Promotion on Purchase Decisions of Belikopi Products at MERR Pandugo Surabaya with Word of Mouth as a Mediation Variable
Keywords:
Brand Image, Promotion, Word Of Mouth, Buying decisionAbstract
This research aims to evaluate the impact of brand image and promotion on purchasing
decisions for Belikopi products at Merr Pandugo Surabaya. The word-of-mouth
variable is the mediator in this research. A total of 100 respondents who had purchased
and tasted Belikopi products in Surabaya participated in data collection through
questionnaires. The method used to analyze this research is Structural Equation
Modeling (SEM) with the application of the Partial Least Squares (PLS) mediation test
tool to test the relationship between variables in the conceptual framework that has
been prepared
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