PERAN BRANDING TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI WORD OF MOUTH MARKETING DI PERUSAHAAN LULUR SEKAR JAGAT

Abstract

This research is motivated by the rapid development of the business
world which includes the emergence of similar competitors, therefore it is important to have a strategy in maintaining the company by using the right sales
promotion. Branding is one of the promotions that is able to create a good
reputation in a brand and a good word of mouth (Word of Mouth Marketing)
communication strategy is also able to influence purchasing power or purchasing
decisions by consumers. The aims of this investigation was to make sure the effect
of Branding on the Purchasing Decision of Lulur Sekar Jagat and the Effect of
Branding on the Purchase Decision of Lulur Sekar Jagat mediated by Word of
Mouth Marketing. This investigation is a quantitative study with a survey method
where the population are consumers who have purchased or used the product of
Lulur Sekar Jagat and the sample used is 65 people determined by nonprobability
sampling technique. Path analysis technique (path analysis) with the
help of simple regression and Sobel test to answer the hypothesis in this study
with the results showing that (1) Branding has a positive and significant effect on
purchasing decisions for Lulur Sekar Jagat (2) Branding has a positive effect on
purchasing decisions for Lulur Sekar Jagat mediated by word of mouth
marketing. There are suggestions for companies that are expected to continue to
innovate and maintain product quality and continue to do branding on products
so that they can always attract consumers and companies should improve
promotional media in accordance with trends and the use of the latest technology
and not only rely on word of mouth promotion mediation to increase volume.
company sales.