![]() The number of samples used was 110 respondents. This study uses primary data obtained through distributing questionnaires. The purpose of this study was to explain the effect of word of mouth on brand image, to explain the influence of word of mouth on purchasing decisions, to explain how brand image affects purchasing decisions, and to explain the role of brand image mediating the influence of word of mouth on purchasing decisions. ![]() Consumer purchasing decisions are basically not only dependent on the brand image created by a company, but on the role of consumers in influencing other consumers to buy company products.
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