Determinant of Buying Interest and the Implication Toward Purchase Decisions at Aisha House of Muslimah Salon in Cikarang

Futri Hani Masruroh(1*), Anna Wulandari(2), Rahmat Hidayat(3),

(1) Pelita Bangsa University
(2) Pelita Bangsa University
(3) Pelita Bangsa University
(*) Corresponding Author




DOI: https://doi.org/10.26858/jo.v9i1.48160

Abstract


Providing quality beauty products and having a good image to customers is an important thing for customers before making a purchase. That way customers will always exchange information about the product in question and indirectly there will be promotional activities in the form of word-of-mouth communication or with the term word of mouth. This study aims to determine the determinant of buying interest and the implication toward purchase decisions at aisha house of muslimah salon in cikarang. This study used a quantitative method with a sample of 96 consumers of Muslimah salon and spa houses in Cikarang. This research was processed using SmartPLS data processing software and data collection was carried out by distributing questionnaires. This research resulted that there is a positive and significant influence between word of mouth on purchasing decisions, there is a positive and significant influence between brand image on purchasing decisions, there is a positive and significant influence between word of mouth on purchase intention in the, there is a positive and significant influence between brand image and purchase intention at the Cikarang Muslimah salon, there is a positive and significant influence between buying interest on decisions, buying interest can mediate word of mouth and brand image in a positive and significant way towards purchasing decisions in Muslimah salon Cikarang.

Keywords


word of mouth, brand image, purchase intention, purchase decision

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