The effect of word of mouth on saving intention through brand image as an intervening variable

Yussitha, Kharisma Putri, Hasan, Irmayanti ORCID: https://orcid.org/0000-0001-7021-4483 and Rahayu, Yayuk Sri ORCID: https://orcid.org/0000-0001-6315-7943 (2023) The effect of word of mouth on saving intention through brand image as an intervening variable. Syarikat : Jurnal Rumpun Ekonomi Syariah, 6 (1). pp. 170-180. ISSN 2621-6051

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Abstract

Word of mouth and brand image are factors in forming someone's intention to use a product. This condition requires the company to continue to provide comfort for every use of its products. The purpose of this study was to examine the direct effect of word of mouth on the intention to save through the BMT Alhikmah brand image. This study uses a quantitative method with the help of SmartPLS software to assist data analysis. The sample approach used was simple random side by way of distributing questionnaires and collecting 95 respondents. The results of this study indicate that word of mouth has a direct effect on saving intention. The involvement of word of mouth also has a direct effect on brand image, whereas brand image has no direct influence on the intention to save at BMT Alhikmah. In addition, the results of this study indicate that word of mouth does not have a direct effect on saving intention through brand image as an intervening variable. The research weakness lies in the brand image variable which does not have a direct effect on the intention to save BMT Alhikmah.

Item Type:	Journal Article
Keywords:	word of mouth; saving intention; brand image; BMT
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150504 Marketing Measurement 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	Irmayanti Hasan
Date Deposited:	04 Oct 2023 11:12

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