PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MELALUI KOMUNIKASI DARI MULUT KE MULUT PADA BATIK SUMENEP (STUDI PADA SENTRA BATIK AL-BAROKAH, DESA PAKANDANGAN, BLUTO, SUMENEP, MADURA)

ABSTRACT
Sundari (2019), 150211100009, Effect of Brand Image on Purchasing Decisions through Word of Mouth Communication in Sumenep Batik (Study on Sentra Batik Tulis Al-barokah, Pakandangan, Bluto, Sumenep). Under the guidance of Dr. H. Pribanus Wantara, Drs., MM., And Dr. RM. Mochammad Wispandono, S.E.
The purpose of this study was to determine the effect of brand image on purchasing decisions, to know the effect of brand image on word of mouth communication, to know the effect of word of mouth communication on purchasing decisions, and to know the effect of brand image on purchasing decisions through word of mouth communication on Sentra Batik Tulis Al-barokah in Pakandangan, Bluto, Sumenep.
This research is located in Pakandangan Village, Kec. Bluto, Kab. Sumenep, using the quantitative approach method, this type of research uses explanatory research, the sampling method used is Purposive Sampling with a total sample of 98 respondents. The analysis technique used is descriptive analysis, validity, reliability, classical assumptions, and path analysis.
The results of the analysis show that 1). Descriptively, respondents gave good average answers, 2). The side of validity shows all valid and overall reliability is reliable, 3). The classic assumption test results appear that all assumptions are fulfilled as a whole, 4). The results of the path analysis show that (a). The first hypothesis is proven because brand image (X) has a significant direct effect on word of mouth (Z) with a path coefficient of 0.695 and a significance level of t 0.000 <0.05. (b) The second hypothesis is proven because brand image (X) has a significant direct effect on purchasing decisions (Y) with a path coefficient of 0.189 and a significance level of t 0,000 <0.05. (c) The third hypothesis is proven to be true because word of mouth communication (Z) has a significant direct effect on purchasing decisions (Y) because of the significance level t <0.05. While the standardized coefficients or &#946; values are 0.698. (d) The fourth hypothesis is proven because brand image (X) has a significant indirect effect on purchasing decisions (Y) through word of mouth Communication (Z) Path analysis results show the standardized coefficients or &#946; values of (X &#8594; Z) x ( Z &#8594; Y) or 0.695 x 0.698 = 0.485. The results of the path coefficient indicate the influence of a significant relationship between (X &#8594; Z) x (Z &#8594; Y) or 0,000 x 0,000 = 0,000. Thus it can be stated that brand image (X) indirectly has a significant effect on purchasing decisions (Y) through word of mouth (Z) with an effect of 0.485 or 48.5%.
Keywords: Brand image, purchase decision, word of mouth.